Chad Valley Style Guide
A cohesive and modern visual system
project developed for Sainsbury’s Argos
A Cohesive Language
Our work for Chad Valley focused on the development of thematic graphic guidelines for their products, with particular attention to the Puzzles and Games category.
Alongside this, we revised and realigned existing themes, including Ocean and Woodland, to ensure a cohesive and consistent visual system across the entire range.
Building a clear and recognisable visual system
Our contribution
Research
Strategy
Concept
Identity
Design
Development
Communication
From guidelines to products
The graphics were applied across Chad Valley’s cardboard range. In the coming seasons, the brand plans to apply the guidelines to the wooden range as well. Alongside the guidelines, we also designed selected items directly, including thematic puzzles and shaped mum-and-baby puzzles, ensuring consistency from concept to final product.
Balancing playfulness and learning
In parallel, we developed more educational puzzles requiring a more classic colour palette and specific graphic elements. These products were designed to support a more formative approach, while remaining fully consistent with the visual language developed for the brand.
