Packaging style guide for Discoverys STEM toy brand #MINDBLOWN. (STEM stands for Science, Technology, Engineering, Math.)
AUTHENTIC, ACCESSIBLE, INNOVATIVE, SMART FUN, TRANSPORTIVE
So this guide looks A LOT easier than it was to make. It took us a year to complete (and various design firms before we took it in house).
In short our challenge was to create a look based on the video you can see to the right, while also being a functional modular packaging system that spoke to kids and their parents.
Not only did we want the images to relate to the specific products, we also wanted it to be humorous to show that not only are these toys educational, they are also really fun to use.
As if that wasn’t enough of a challenge the kicker was that we could not afford a photoshoot, so we had to make this happen with stock photos only. We also had to get the licencee to buy into it, since they are ultimately the onces using it, and frankly was given a lot to say.
THE STRUGGLE WAS REAL, until one day we finally figured it out! and then it SHOTS! SHOTS! SHOTS! EVERYBODY!
The video captures the essence of the Discovery #MB brand by distorting the scale of contrasting elements to the extreme. Through the juxtaposition of images, the video evokes feelings of wonder, humor, irony, and inspiration.
Based on the video, a selection of examples was created for Discovery #MINDBLOWN, as you can see to the right.
The #MINDBLOWN packaging program is a key part of our mission, as it extends the brand into a full range of STEM-related products. This style guide provides everything needed to get the creative process underway. Among the various design elements, surreal image composites will be used to inspire feelings of wonder and curiosity in our young audience.
Discovery is the number one STEM content provider in the world. Created for curious kids everywhere, Discovery #MINDBLOWN is a purpose-driven brand deeply rooted in Discovery’s guiding principles of exploration, education, and entertainment.
#MINDBLOWN is powered by Discovery Science Channel and Discovery Education — the leading digital learning company in the United States.
ROLE: Creative Director
CREDITS: Design by Denny Chen, Beau Walters, Richard Smykowski, Styleworks Creative Agency