Case Study

  • The Brief

    Pack concept: “Build & Appear” — High-impact pack for premium playset

    Overview
    Product: Premium playset with an unexpected play pattern: pieces assemble to create structure that then reveal a new element (Plush Kitten) by “appearing” from within. High price positioning demands price perception and clear, immediate communication of the surprise play loop: Build → Trigger → Appear.

    Target: Parents, kids (6-8), gift buyers who value big impressions, excitement and a memorable reveal.

  • The Challenges

    • As an “assemble” product, visible parts would make the item appear untidy and reduce on-shelf appeal; many small components are also difficult to secure and protect during transit and handling.
    • The product relies on an unusual play pattern that must be communicated clearly to shoppers without revealing the “magic” or spoiling the user experience.
    • We committed to designing and packaging as sustainably as possible, prioritising recyclable/reusable materials, minimal waste and low-impact finishes.
    • Packaging development must meet a tight cost budget, so material choices and structural complexity need to balance sustainability with affordability.
    • All packaging must conform to strict retail pack dimensions.