Creative Agency: Brandiziac
Art Director: Darya Medvedeva
Designer: Darya Panasova
Creative Director: Artem Shutov
Project Type: Produced, Commercial Work
Client: MKI
Location: Russia

Challenge: Redesign of children product label, including logo and character.

Idea: Kinetic sand is a unique material for children’s creativity. “Dobr Bobr” is not just for children’s development and entertainment but is also for gathering together the whole family, as it implies parents’ involvement in the play. This is why we came up with the idea that character “Dobr Bobr” (Kind Beaver) would be an expert in children’s upbringing, an aid to parents and a desired children’s toy at the same time.

What’s Unique?
We created a character that is smart and sweet. He is inviting the whole family to play. Both parents and children trust him.

Colour coding creates easy to understand, interconnected chain of associations: sand, beach, game, building of a sand castle, which is also the logo. The icons on the label communicate important information for the product buyer in a brief and clear manner: natural structure, safety (even if a child accidentally swallows the sand, it will not harm him) and capacity for usage indoors.

We attached the label to the top of the product package in order to make the branded sides visible from different angles on toy shops’ shelves.