Branding and Identity
Lego Art is an imaginary brand that was created through a collaboration of Dutch Artist Theo Jansen and The Lego Group. The aim was to create a niche line of brand that was able to keep up with external competition and also reinforce Lego’s brand identity through the philosphy of Theo Jansen. This new area seeks to get rid of Lego’s perpetual association with kids by drawing out qualites of the brand that had made it so revolutionary, and strengthen these values so that imagination, creativity, potential and innovation become synonymous
with the LEGO name.
The new niche line would also cater to an older target audience of people in their 20s and 30s, by introducing an even more advanced set of products inspired by the Strandbeests of Theo Jansen. By reaching to a wider age group, it allows for more advanced and conceptual set of toys that would become an inspiration for individuals seeking more challenging and sophisticated designs.
A concept brochure, experimental packaging and a series of posters were created to bring out and establish the values of the brand through a spirit of having unlimited possibilities.
