Derrick Lin


Creative Agency: Pemberton & Whitefoord LLP
Project Type: Produced, Commercial Work
Client: Addo Play
Location: United Kingdom
Packaging Contents: Toys
Packaging Substrate / Materials: Cardboard

British toy company, Addo Play, asked Pemberton & Whitefoord to design the packaging for their new Nickelodeon-endorsed range of children’s experiment kit products, Experimake.

Teresa Hookins, Head of Creative Services for Addo Play commented: “We were very impressed with P&W’s ability to produce creative and effective design solutions for Experimake. P&W is a pleasure to work with and their vibrant packaging and booklet designs perfectly meet our requirements whilst far exceeding our expectations. We cannot wait to launch the range in September and are delighted and reassured to move forward with P&W as our creative partners.”

P&W Partner, Simon Pemberton, added: “P&W were tasked to design the great-value Experimake range to appeal to gift-givers, parents and grandparents eager to inspire educational play. Instructive yet exciting, our striking packaging design solutions meet the brand’s high standards with clear differentiation between the products whilst maintaining range cohesiveness.”

The range has just launched online and in the UK’s largest independent toy store nationwide, The Entertainer.

What’s Unique?
The stimulating collection has been designed by scientists to encourage learning through play. The scholastic range for children aged 8 years+ features 12 different products including: ‘Scent-sational Spa’, ‘Explosions & Eruptions’, ‘The Wonders of Water’ and ‘Sludge & Slime’ all created to inspire creativity, imagination, STEM and other key play attributes.

Over 200 bespoke illustrations were fashioned by P&W for the packaging and more than 150 for the internal educational booklets. The graph-paper backgrounds make the perfect canvas for friendly doodle-style instructions, which are interwoven with photography of the kit contents in action. The colourful, eye-catching and united range has strong shelf presence against the incoherent and visually chaotic competitor brand’s packaging. P&W also produced the dynamic brand logo, which has an alternating colour scheme, contingent on the product.