Papperlapapp. Branding planet-happy play.

2024

"Planet-happy play" is the mission of Papperlapapp founder Elisabeth Flik and her cardboard playworlds. The small company based in Graz creates sustainable cardboard playworlds in order to replace plastic toys in children's rooms. Elisabeth wants to inspire kids to grow into their most creative selves, to connect with nature and build a better planet – one cardboard adventure at a time. The Papperlapapp adventure starts with unboxing and assembling – no glue, plastic, or tools required. The playworlds are made of 100% local cardboard – a material that is not only super sturdy and can be recycled up to 25 times, but also binds more CO2 in its production than it releases.

The zigzag outline of the logo draws inspiration from the unique and sturdy structure of the cardboard material. Its playful shape, similar to a blooming flower, shows the idea of a kid's journey of exploring, learning and growing – the leading theme throughout the brand's storytelling.

Papperlapapp is a playground for children and parents to interact and grow together. Spending quality time together and learning about sustainability in a playful way. This is captured in the brands claim "Where we grow". It was important to find an authentic voice for the brand to communicate serious topics in a light and fun way.

We chose fun colors, bold yet soft typography, odd characters and imperfect illustrations that look like they came from kids' sticky hands. Our goal was to create a fun and confident brand that kids would love. As well as appealing to our youngest, we wanted to establish Papperlapapp as a brand that caters to parents and industry partners with an affinity for design. The product's quality, design and attention to detail are as important as its ecological footprint. The features and characteristics of the products are communicated playfully through funny text and lovable illustrations. We believe that design and transparency can contribute to fostering a more sustainable and considerate consumer behavior. If we learn about the impact, we will start to care.

Papperlapapp reflects the reality of parents and kids playing and growing together. The imagery enhances that by capturing real moments of carefree play in a mix of analogue and digital photography. Our intention is for customers to see themselves and their families in the photos. They should feel as if they were looking through a family album.

Are you ready to join the playful cardboard revolution? Let’s play it right!

Services

Brand Strategy
Text
Brand Design
Photography
Web Design
Motion Design

Credits

Christian Leban. Concept, Graphic Design, Photography, Illustration, Text, Webdesign
Sophia Stöhr. Concept, Graphic Design, Motion Design, Text
Tessa S. Huber. Concept, Graphic Design, Illustration, Text, Webdesign

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