Pikiddo

As Papua New Guinea’s leading retailer, Brian Bell wanted to capture the hearts and minds of children with a range of toys including plushies, rideable equipment, boardgames and more.

The Brian Bell marketing team specified that our team develop a brand with strong appeal to kids aged 0–13 that would be synonymous with play and had a ‘homegrown’ feel.

Our team developed a name that combined the Tok Pisin word for child ‘Pikinini’ and the English term ‘Kiddo’, the result: ‘Pikiddo’.

Following naming approval, we designed a fun, playful master logo and brand tagline; ‘Play your way’, icon, graphic elements, as well as secondary logos for the different toy categories.

This was further complimented by illustrated sticker designs to be used for packaging, including PNG-themed illustrations for toys that were culturally relevant. Brightly branded packaging and tags were created to help the products visually jump off the shelf.