Cubetto Colouring Pack Art Direction
The Client
The Code & Colour Colouring Pack is an expansion for PrimoToys‘ main product Cubetto, created in partnership with major pencil manufacturer Carioca.
The Problem
The product wants to find a way to merge art and computer programming together. When approaching STEAM (science, technology, engineering, art and math) subjects, the learning of art is often left aside as it is less valued as an important skill for children to develop.
The Code & Colour kit introduces a new kind of creativity, transforming Cubetto into a drawing bot: the results are tangible graphics that children create in a real-world context.
The aim of the colouring pack is to cleverly bring art and computer programming together. The kit is intended to introduce a new kind of creativity, with the aim of transforming Cubetto into an educational drawing bot while keeping some space for open-ended play. It should encourage to make tangible graphics that children create in a real-world context, allowing them to experience coding as a tactile activity suited to their developmental level.
In this project I was responsible of the art direction: from the first concept ideas and realization of the final product to the creation of collaterals for its launch.
The biggest challenge of this project was to combine free play with a didactic output.
In the ideation of the product I worked closely with members of the product team in order to create something unique and coherent with our brand. To add educational value we completed the book and the fabric map with colour theory and numerical challenges. I also took care of the whole production of video and photoshoot to ensure brand consistency and quality delivery.
