01 — THE BRIEF
Two audiences, one box
Educational toys are bought by adults and used by children, and most brands pick a side — primary-colour chaos that parents hide in a cupboard, or beige wooden minimalism no four-year-old has ever been excited by. Pocket needed to win the shelf and the playroom.
02 — THE IDEA
A small safe place for big ideas
The name does the work. A pocket is where a child keeps their treasures — so the mark is a stitched pocket set into the "o", with a smiling star peeking out. Pocket = safety and containment. Star = curiosity. The whole promise, in one letter.
03 — THE SYSTEM
Joyful, but designed
Rounded forms, dashed stitch lines and generous cream space keep it warm without going saccharine. Blue leads, coral and yellow do the shouting, and a strict 8-point grid means the packaging looks as considered as anything on a grown-up shelf.
