Customer
LEGO® Group, Billund, Denmark
Blue Ocean Entertainment AG, Stuttgart
Industry
Toy manufacturer,
publishing house
Services
Packaging design
Case Study
LEGO® Wonder Bag
Founded in Denmark in 1932, LEGO® is now a global player and is represented all over the world.
Children in particular love the creative freedom that the small, colorful bricks offer. But tech giants such as Google also use the bricks in their creative labs to encourage employees' creativity. They are also used diligently at universities.
Many well-known lifestyle/film brands such as Star WarsTM, Sonic the HedgehogTM, Minecraft®, Nintendo Super MarioTM, Marvel, Indiana JonesTM and Lord of the Rings / Lord of the RingsTM find their way into children's rooms and into the hearts of adults as Lego figures.
But decorative LEGO® objects such as flowers or Polaroid cameras also brighten up many a home. And, of course, special editions in the form of wonder bags and comics.
Gain attention
The magazine market is large and the shelves in the stores are full to bursting. Here it is necessary to stand out from the crowd and stand out. Wonder Bags have a special format that is larger than normal magazines and therefore stands out from the crowd. The red color - derived from the LEGO® brand - sets an additional accent here.
Offer added value
By publishing magazines, comics and wonder bags, Blue Ocean Entertainment AG - market leader in the children's magazine segment (Germany, Switzerland, Austria) and part of Hubert Burda Media since 2014 - is able to offer special added value for the LEGO® brand. The LEGO® figures are given a language and begin to come to life. Stories are created and the figures become tangible. In addition, limited edition LEGO® figures are added to the wonder bags.
My contribution
The aim was to create several wonder bags for LEGO® and Blue Ocean Entertainment AG. The children's media company is a licensee and regularly publishes the LEGO® Wonder Bags. LEGO® has very strict corporate design guidelines that must be adhered to. Therefore, close communication with the customer during implementation is very important.
As the most important protagonists have to appear on the wonder bags, LEGO® provides the data for the individual figures and backgrounds directly as templates. These were then combined / retouched by me in Adobe Photoshop and built up into a completely new scene. Elaborate image montages and cut-outs were very important here.
The final image montages were created by me on the manufacturer's packaging template in Adobe InDesign for production. The result - playful wonder bags in the LEGO® corporate design.
