A name to play with
- Client
- Geppo
- Programme
- Transformation
- Services
Naming
Visual identity
Packaging & applications
Campaign
- Year
- 2022 — 2025
Geppo was born inside ProgettoLegno: a line of wooden products for children that needed a name before it needed a campaign.
The starting point
Wooden goods for children are a territory crowded with good intentions: pastels, little animals, rounded letterforms. All reassuring, none of it recognisable — and a product born without a name doesn’t yet exist as a brand.
The direction
We started from the naming and from the right references — Munari, Rodari, Cas Holman — and built lettering, palette and tone from there: a tactile typeface, colours taken from books rather than from the toy aisle. The campaign came afterwards, with a single idea to defend: the best game has no instructions.
From the name to the brand
The map the name came out of — carpentry on one side, pedagogy on the other — and what followed from it: typeface, colours, logotype. The final “o” turning into a face came last, and became the mark.
The campaign
The posters, the outdoor placements and the digital variants: one idea per image, little text, children inventing rather than posing.
Other work
Programmes · Transformation
