Primo

Building an award winning smart toys brand.
 

Primo make toys that introduce kids to the basics of coding. At Six:Thirty, I worked closely with the founders from day one to build their brand, secure investment and introduce their Cubetto playset to the world.

Branding

We began our partnership identifying the market opportunity and defining Primo brand positioning. A tactile, friendly approach to branding was used to align with Primo’s mission - to make programming tangible for kids. Using these principles, we developed an identity system for use across all digital and physical applications, from online to product and packaging. 

We art-directed illustrations to create a character for Cubetto and introduced a cast of supporting characters. The result is a friendly introduction to technology that appeals to kids and tech-savvy parents alike.

Approach

We worked with the founders of Primo from an early stage. An inspiring mission with a strong brand is as important as a proof of concept in early stages of a business. Having these in place gave the Primo a key competitive advantage when raising investment. 

By collaborating closely with the team we’ve been able to bring cohesion to all communications - even down to the printed circuit boards. 

Using research-led insights has laid foundations for a brand to grow in line with the success of the business, attracting backing from tech luminaries, investors, parents and most importantly, kids.

Results

Primo has become the most crowdfunded ed-tech project in Kickstarter history. Having sold to over 40+ countries, Cubetto is now used by more than 800 schools, nurseries and parents, and thousands of children worldwide.

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