Issue One
Our Role
Copy writing, brand development, content creation, illustration, design and project management.
The Brief
Pizza Express asked us to work with them in creating an affordable and adaptable kid’s activity pack, to appeal to a broad age group of 5-11 years. Previously they had produced costly packs using mixed materials, cut-outs and finishes. Our goal was to create something bold, exciting and engaging whilst cutting costs.
After experimenting with format, we opted for an A5 booklet which folded out to a full page activity poster. We wanted the pack to have a life beyond the restaurant, and to engage the entire table. The final packs were visually exciting, engaging, and dynamic, with plenty of space for kids to draw and doodle – an effective way of broadening the target age range.
The Solution
The key to success was the creation of engaging content in a versatile format, and the establishment of an identity for the pack, which could become something children sought out on repeat visits.
Pizza Express gave us free reign on the project, which allowed the content to stray away from the myriad pizzas and Italian cliches we had seen too much of in our research. Between us we agreed to develop themes for each edition, to provide a strong focus and theme.
We initially addressed the naming and indentity of the pack, and after submitting a long-list of options we arrived at Dough! With the name in place we developed content, devising engaging games and activities that worked on different levels and appealed to different ages. We were very keen to avoid stereotypical kid’s games and kept the tone of voice witty and fun. Regular progress meetings to present our developments to PE ensured the project stayed on track and ran efficiently.
After experimenting with format, we opted for an A5 booklet which folded out to a full page activity poster. We wanted the pack to have a life beyond the restaurant, and to engage the entire table. The final packs were visually exciting, engaging, and dynamic, with plenty of space for kids to draw and doodle – an effective way of broadening the target age range.
