MER LEK
PER SAK.
Client: Leksaksbiblioteket Stockholm | Category: Brand concept, corporate identity, logo design
Let’s play shared economy!
There’s no shortage of toys in the world. Every day, hundreds of thousands of new ones are produced, with a large climate footprint as a result. Often they’re made under terrible working conditions, contain dangerous chemicals, and are transported halfway around the world – only to end up in children's rooms that are already overcrowded.
There’s a solution: a toy library. Let’s turn 538 toys per child (average in Sweden today), into 538 children per toy!
THE CHALLENGE
Leksaksbiblioteket Stockholm is a non-profit initiative fueled by passion and vision rather than hefty budgets.. Everything had to be built up from the ground up.
With limited resources and few touching points with potential volunteers, members and borrowers, our task was to communicate the initiative’s ambition, offer and reason-why in an effective and clear way. Since Leksaksbiblioteket is Stockholm’s very first toy library, the whole experience of borrowing toys is for most people something completely new, which adds to the communicative challenge.
KEY EMOTIONAL DRIVER
Sustainability is often perceived as complicated, boring and a sacrifice. We need to show that Leksaksbiblioteket is none of that. Instead, it offers a way for parents to be kind to their wallets by reducing consumption, escaping the toy clutter in their kids’ room and helping the planet at the same time.
SOLUTION
Mer lek per sak. (Translated to ‘More play per toy’). The whole idea of Leksaksbiblioteket Stockholm distilled into a single line. We brought this idea to life with a series of vibrant and playful 3D visuals, crafted by artist, Mora Vieytes.
We also designed a differentiating corporate identity, a compelling messaging platform, a website, social media content, and printed materials, all dedicated to bringing Leksaksbiblioteket Stockholm to life.
