Christmas Collection

Playful moments for the holidays

project developed for Hape

Rich play for good price

Design that sparks brand discovery

Playful design with festive flair

A close-up of the Wooden Rollercoaster Christmas Advent Calendar by Hape.

Seasonal play, lasting impact

Our goal was to develop seasonal advent calendars that deliver a full play experience in an accessible format. They connect to existing lines to invite new customers to explore the brand while strengthening loyalty among those who already love it.

Reinforcing brand connections and attracting new interest

Our contribution

Magnifying glass icon over a beige circle.

Research

Strategy

Illustration of a lightbulb with a simple line drawing style, yellow circle background, and small lines radiating to indicate it is lit.

Concept

Line drawing of a pencil and a circle on a light background.

Identity

Minimalist line drawing of a painter's palette with a brush, overlaying a large pale yellow circle.

Design

Illustration of two gears over a beige circle background, representing settings or mechanics.

Development

Simple line drawing of a cube with lines indicating motion or sound, set against a circular background.

Communication

A speech bubble icon over a light green circle background.

A young girl playing with the Hape Advent Calendar toy by Hape in a festive atmosphere room, with a Christmas tree and stockings in the background.

Play starts with the packaging

We turned the box into a game scenario, making it central not only to the advent experience of discovering surprises, but also to the play that continues afterwards. This choice was also key to optimising cost without compromising on rich, detailed play. For 3+ products, play patterns are simple and pieces are reusable across the line to encourage further exploration, while 18+ months sets offer toddler-friendly festive fun.

A Hape Advent Calendar Christmas-themed railway playset, with a red locomotive in a snow-covered village display, including a snowman, children, a police officer, Santa's sleigh, Christmas decorations, and a festive backdrop.

Step-by-step diagram showing how to create a miniature playhouse from a paper sheet with product info. The process includes extending the background, opening flaps, extracting a blister, and setting up inside a scenario with windows and people for play.

behind the scenes

~

behind the scenes ~

Holiday-ready style!

A festive heroshot scene of Hape Railway Christmas Advent Calendar with a red locomotive on the foreground running along a wooden track and the cardboard backdrop in the background.

The graphic style is rich in detail, staying true to the line’s identity while dressed up for Christmas. This keeps all products in harmony with existing pieces, maintaining a festive look throughout.