Paper Jungle

Design: LEVEL design studio
Location: United Kingdom
Project Type: Produced
Client: Paper Jungle by Bella Lyster
Product Launch Location: United Kingdom
Packaging Contents: Wooden handmade toys
Packaging Substrate / Materials: Paper, card
Printing Process: Screen

When Bella approached us to help develop her identity for her hand-made wooden children’s toys we got a little bit excited. Children’s toys have become such a mass produced commodity, the majority made from plastics and licensed off the back of a feature film. Then they’re discarded (hopefully sent to a charity shop) as the children grow out of them.

Well designed, hand-made toys made with love and care, are far more sustainable and better still, cherished toys are passed down through generations as a much loved heirloom.

We created a brand design strategy to reflect Bella’s clever design work where she plays with proportion and shape to bring her animals to life.

For inspiration we turned to the work of legendary Dick Bruna (RIP) who made those incredible children’s books in the 1960’s using animals to help teach children the alphabet. Dick had a unique ability to simplify the complex, allowing children to focus on learning without the distraction of over-done artwork.

What’s Unique?
We looked to create the brand mark using only three shapes. To reflect how Bella cleverly uses form, shape and proportion to create her beautiful toys.