f DUPLO Brick boxes | FLEX/design
bg
lijn
lijn
menu close
lijn

Getting to the core of the brand

Getting to the core of the brand

Packaging design for Lego and Duplo

Around the world kids grow up with Lego and Duplo. They develop their motor skills, their spatial awareness and most of all their imagination. With a few simple blocs a complete new world can be built.

Starting point

Goals

Duplo and Lego junior products ‘recruite’ fans worldwide: when you have played with the bricks once you are hooked forever to the endless building possibilities. The brick boxes are found at the core of the brands and represent the authentic brick building experience. In 2005 we developed the previous version of this storage system.

Recently we were asked to ‘reinvent’ the starter sets. Our design from 2005 has put the original bricks back on the map. As designers we wanted to help Lego and Duplo to get even more fans. However we developed the new storage system first and foremost to reduce cost.

Starting point

Duplo and Lego junior products ‘recruite’ fans worldwide: when you have played with the bricks once you are hooked forever to the endless building possibilities. The brick boxes are found at the core of the brands and represent the authentic brick building experience. In 2005 we developed the previous version of this storage system.

Goals

Recently we were asked to ‘reinvent’ the starter sets. Our design from 2005 has put the original bricks back on the map. As designers we wanted to help Lego and Duplo to get even more fans. However we developed the new storage system first and foremost to reduce cost.

 

 

I want to thank you all for the big effort you have put into the Brick box project! You have been extremely dedicated and professional.
Tine Vangsbo, LEGO

Result

Together with Lego and Duplo we developed a family of storage boxes in three different sizes. With these boxes an intuitive way to explain the essence of the brands without words is created in store: endless building possibilities! The packaging design invites the consumer to interact with the packaging in store, creating the wow-effect for the children.

We established a cost reduction of 20% by a smart combination of material reduction, volume reduction and logistic optimization.