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Pemberton & Whitefoord LLP creates stand-out brand identity for a new range
of educational preschool toys, Little Lot.

The largest category in the toys market are preschool toys, with educational preschool toys deemed essential for the expanding minds of young children. The importance of getting the branding right was significant to Addo Play Ltd, as the new range was intended to enable the company to compete in an already highly competitive sector.

P&W’s brief was to create a holistic brand including the brand name, core brand logo, packaging design and style guide for their new preschool toy range. The range, designed for preschool children aged 0 to 5 years’ old, targets its core customers; new parents, grandparents and gift givers.

P&W’s solution was to create a brand that was welcoming and playful yet explanatory and helpful. The resulting impression provides strong stand-out from competitor brands.

P&W adopted a white and vibrant colour palette. For continuity, the chosen colour scheme seamlessly synergises with the colours of the toys themselves. The vivacious colours are echoed in the multi-coloured leaf, chequered flag and musical note illustrations featured on-pack. Synergy of colour was essential to achieving a strong brand identity across the variety of different pack formats and products.

The suite of original jungle animal characters P&W designed in-house includes a giraffe, crocodile, lion and monkey. The latter is Little Lot’s charismatic brand hero, a “cheeky monkey” who represents the brand’s values: fun, playful and with an original personality. Each character has a heart incorporated into their faces, an integral element that links all of the characters and emphasises a love of the products. The mischievous animal family interacts with the products
on-pack, helping explain and demonstrate the products interactive capabilities.

The company has recently been awarded a 2021 Graphic Design USA award for the project. Teresa Hookins, Creative Director at Addo Play Ltd commented: “Genuinely great branding and pack design brings a brand story to life; P&W has created a stand-out brand personality that communicates Little Lot’s point of difference in the market as a fresh and contemporary preschool toy brand.

The importance of learning through play has been reaffirmed during lockdown and we’re proud to now offer parents, caregivers and gift-givers a range of educational products for their young children, packaged with a charming yet informative approach. Sales have already proved very positive and we look forward to expanding the range in the near future.”

Simon Pemberton, P&W’s Co-Founder and creative director for the project remarks: “The UK toy market increased in value 5% during 2020, with total sales reaching £3.3bn in the UK alone. This means our country makes up the largest toy market in Europe and the fourth largest globally. Due to Covid-19, parents have more reason that ever to turn to educational toys to help bolster their children’s cognitive development. P&W are proud to have helped Little Lot communicate its great product offering to consumers in an approachable and modern way; putting play the heart of the brand.”