PLAYMOBIL SUB-BRAND · PACKAGING · CONCEPT
REFORM
Stop throwing the box away. Make it the first piece of play.
REFORM is a conceptual sub-brand developed for Playmobil. The idea is simple: a toy box should not be finished the moment its contents come out. The box can become a house, a car, a pool, a plant pot or an arcade machine. Sustainability here is not a promise, it is a rule of the game.
Built to Hold. Designed to Play.
The mark fits the idea into a single letter: the R itself is a box with its lid open and a Playmobil figure looking out from inside. It stays inside the parent brand’s blue-and-orange world, yet the box form lets it carry its own name too. Even used on its own, the emblem still reads as a box.
A box today,
a toy tomorrow.
The whole campaign is built on one sentence. The poster series shows what the box turns into the next day: a drum, a car, a house. The advertising does not sell the product, it sells the product’s second life.
The same sentence,
out on the street.
Billboard, bus stop and magazine repeat the same idea at different scales. The box standing at the stop is something else the next day, and the ad admits it.
The box opens,
the film begins.
The campaign carries on in short films for social media: the main film tells the box’s second life, the other two show the configurator and reuse. The line stays the same — more than a box, a home for play.
Pick your size,
design your box.
The website is not a shop window, it is a configurator. You set the box’s dimensions, colour and stickers before you order, so the product arrives already in the shape you designed.
Unboxing is not
the end of the job.
The lid gets personalised with stickers, and the sheet inside turns the box into something else. The prototype was actually made: the sticker set was printed, and the rocket body was modelled and 3D printed.
Follow the sheet,
build the rocket.
The build sheet that comes inside turns the packaging’s parts into a rocket body. The physical prototype was made to show that the idea actually holds up.
MORE THAN A BOX