Let Loose
VIVO PLAY PROJECT
Brand Strategy, Brand Identity, Packaging, Animation, Photography, Website Design, Launch Campaign, Social Media Content
Taking random objects and making them part of a greater story.
Loose parts play has been around since the 1970s as a way to encourage children to create play worlds without instruction or parental guidance using everyday objects. It typically exists without structure, and sources items from disparate origins. So, how do you brand it and make it both appealing to parents and kids?
The boxes helped to create excitement and make the package appealing to both parents and kids. Due to the nature of play, durability was a key factor in the material selection of the package. The client asked for two main sizes to contain different groupings of items. The typographic treatment was chosen to exemplify the concept of letting loose and to be representative of the randomness and possibilities of play.
Each box came with a manual of loose instructions that both explained the purpose of loose parts play and helped parents understand the parameters so that the kids could be successful. The reverse side of the booklet contained a prompt game so that kids would select objects that maybe they wouldn’t necessarily gravitate towards upon opening the box.
In order to bring logic to the random items in each kit, stickers were produced to both signal that a part was supposed to be there as well as offering additional prompts for kids to find more ways to interact with the kits.
