LEGO Package Redesign

Transcription

1 LEGO Package Redesign Special Edition Comic-Con Brickheadz Emily Gaston

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3 Contents 3

4 Company Overview The LEGO Company is a Danish family-owned company based in Billund, Denmark that manufactures LEGO-brand toys (primarily interlocking plastic bricks, as well as mini figures and various other parts), and operates several amusement parks and retail stores. The LEGO company was founded on August 10, 1932 by Ole Kirk Christiansen. The word lego is derived from the Danish words leg godt, meaning play well, and also means I put together in Latin, and I connect or I tie in Italian. Christiansen was a carpenter who began making wooden toys in 1932, and then his company began manufacturing plastic toys in Denmark in Then, in 1949, LEGO began producing an early version of today s interlocking bricks, calling them Automatic Binding Bricks, and by 1951, plastic toys accounted for half of the LEGO Company s output. As of July 2015, 600 billion LEGO parts have been produced. In 1998, LEGO bricks were one of the original inductees into the National Toy Hall of Fame at The Strong in Rochester, New York. In February 2015, LEGO replaced Ferrari as the world s most powerful brand. Other related LEGO products include video games, board games, film and television, books and magazines, and children s clothing. 4

5 Company Overview LEGO has nearly 30 current themes of their toys (each usually with several sub themes). LEGO also initiated a robotics line of toys called Mindstorms in 1999, and has continued to expand and update this theme ever since. A programmable LEGO brick is at the heart of these robotics sets and originates from a similar intelligent brick developed at the MIT Media Lab. The set includes sensors that detect touch, light, sound and ultrasonic waves, with several others being sold separately, including an RFID reader. The brick can be programmed using official software available for Windows and Mac computers, and is downloaded onto the brick via Bluetooth or a USB cable. The capabilities of the Mindstorms theme have now been harnessed for use in Iko Creative Prosthetic System (a modular, prosthetic limbs system designed for children that allows them to customize their own prosthetics with the ease of clicking together plastic bricks). The modular prosthetic system uses myoelectric sensors that register the activity of the muscles in the limb and send a signal to control movement in the attachment. A processing unit in the body of the prosthetic contains an engine compatible with LEGO Mindstorms, which lets the wearer build an extensive range of customized, programmable limbs. Designs for these LEGO prosthetics allow everything from mechanical diggers to laser-firing spaceships to be screwed on to the end of a child s limb. 5

6 Project Overview Project: Redesign the package for the Lego themed set, Brickheadz, of Marvel s Captain America. Deliverables: One Process Book that includes: designer s name, client s name, creative brief, inspiration images/mood board, copies of sketches, digital roughs, flat version of package to scale (with dielines), design reasons and descriptions, shelf photo/mockup, and concluding statement. Book should be 8.5 x 11, full-color, double-sided, facing pages, and coil bound. Package and product re-assembled with all pieces and directions inside the box. Objective: Design a package for a special edition of Lego Brickheadz for Captain America. This special edition Lego set will be sold at the 2017 San Diego International Comic-Con. The set commemorates the 100th birthday of Jack Kirby, an illustrator who co-created the Captain America superhero comic character in Jack Kirby s 100th birthday celebration will be highlighted in an article in the Comic-Con International 2017 Souvenir Book, and a print advertisement for this Lego special edition set will be located adjacent to the article. Ads will also be displayed on digital signage located throughout the Comic Con event. 6

7 Project Guidelines Purchase a Lego set. Sets should be between pieces. Repackage the Lego set in a 6-sided box, using die-lines, as one piece (no gluing pieces onto an existing box). The package must be able to hold all of the (dismantled) pieces and the directions. Must follow brand standards of Lego, and any other brands if using one for a new set theme. Lego logo needs to be on all 6 sides of the box. It is not necessary to include all content from the original design - just the important parts (choking hazards, copyrights, set # and title, etc.). Can change what set the set is for (could come up with a new set/brand for anything). Therefore, could also design a new logo for a set theme. Must illustrate each individual Lego piece in the set one time, then show all the pieces in some kind of layout. This could be creatively laid out, like a big infographic, or just in vertical rows (like in the original directions). Can put a type of piece once with a x # of pieces next to it to show the total amount of pieces. Can redesign the instructions for extra credit. Could be a booklet, poster, or anything creative. The directions must fit inside the box, with the pieces. Need to illustrate all the pieces being assembled for the steps of the directions. Amount of points of EC depends on what we do for the redesign. For action scenes and showing what s inside the box to be created, could take photos, do illustrations, or scan in pics from the original packages. Must use at least one foreign language on the box (but not all languages on original package if it has multiple). Include all steps of design process and research in Process Book. 7

8 Company Research Competition Lego clones (CoCo, Bandai Namco, Ban Bao, Best-Lock, Cobi, K Nex, Kre-O, Mega Bloks, Oxford, Tyco Super Blocks, Guangdong Loongon, etc.) Video Game Companies Hasbro (They have a stronger presence in Asia) Target Audience Demographic: Lego s target audience includes males and females with a primary focus on the age group of 5-12 years. Geographic: Lego currently has a major presence in developed nations such as Western Europe & North America, but they are trying to expand their products in emerging countries such as China and India. Psychographic: Lego s target audience values imagination, creativity, fun, and learning. 8

9 SWOT Analysis Strengths Lego has a strong brand image, consumers trust them to manufacture quality products for a good value (products that encourage learning and creativity), and they promote educational and innovational programs. Weaknesses Lego has focused primarily on a single category of the consumer market. Many consumers won t pay for their larger sets due to the high price tags. Opportunities Opportunities for Lego include branching out and furthering product development in these areas: phone applications, geographic expansion, products geared more towards girls, and virtual games. Threats Threats include constant development of copy-cat versions of Lego toys by competitors, increasing demand for feminine segment product extensions, and the increasing use of digital games and devices among children for entertainment. 9

10 Inspiration 10

11 Inspiration 11

12 Sketches 12

13 Digital Roughs CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir 13

14 Digital Roughs CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir

15 MIX Packaging from responsible sources FSC ª C MIX Packaging from responsible sources FSC ª C Ages/edades Ages/edades Digital Roughs CAPT. AMERICA This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir CAPT. AMERICA This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir 15

16 Digital Roughs CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir

17 Digital Roughs CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir 17

18 Digital Roughs CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir CAPT. AMERICA 10+ Ages/edades This special edition Captain America LEGO set is to commemorate the 100th birthday of Jack Kirby, a comics creator who co-created the Captain America superhero comic character in MIX Packaging from responsible sources FSCª C Item: pcs/pzs Building Toy Jouet de construction Juguete para Construir

19 Digital Roughs Friday 7/21 Saturday 7/22 SUNDAY 7/23 19

20 Final Package 20

21 Final Package 21

22 Directions 22

23 Directions 23

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