Unboxing fun

Chinese manufacturing giant Hape developed a range of toys and approached us to develop a new brand identity and product packaging. With over 400 products globally, 18 categories, 7 languages, 5 sub-brands and various product pages, it was important we created a robust solution for the packaging design that could be easily understood across the world.

We re-energized the Hape packaging with a design system all based around the size of the logo used on the packaging size. This meant that the size and scale of all packaging elements can be defined from the pack dimensions, and be the simplest and quickest way to create robust packaging designs for Hape’s vast portfolio of products.

We brought Hape’s learning benefits to the forefront of the packaging and communications, as well as creating game-changingly clear product imagery and features that cut through the competition on shelf.