Passatempo has evolved to be updated in the market, and the packages needed to reflect this evolution. In these days when the digital tends to individualize leisure, the briefing pointed the necessity to stimulate the sociability and movement, rescuing the children’s play.
Parents are more and more demanding due to the aspects of what is healthy, so the packages should reflect what Passatempo offers. To revamp the brand, promote its approach to the children’s universe and stimulate their learning and interest, our proposition focused on the hands expressions through manual activities.
The first step was to dissecate the packages to understand each element’s relevance and rebuild them starting from a new environment and preserving its identity. The brand remains the same, now designed to remember paper ‘origami’ and hand works. The colors got lighter and more real tones, and the product is displayed in pictures with natural light.
The previous brand character was substituted by a diversified group of little hands that interact all the time among them and with each detail, transmitting sociability and fun proposed by the theme ‘It is playing together that we learn’. As an extension of the concept and connecting with the name Passatempo, part of the packages bring different games, inviting children to interact, have fun and learn.