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  • Brand Identity
  • Packaging
  • Illustration
  • Digital Design
  • Animation
  • Copywriting
  • Art/Creative Direction
  • Campaign
  • Social

Full-service design for Le Puzz — a new jigsaw puzzle company inspired by vintage puzzles from decades past.

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Le Puzz
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We created every element — from branding, illustration and packaging to art direction and web — taking inspiration from the playful vernacular of vintage game boards and the weird, wonderful looseness of old cereal box graphics.

The company mascot — named "Scotty", after the founder's cat, and as a homage to vintage stamp ephemera — pops up all over the LP brand, with his eyes following everywhere you go on lepuzz.com (and above).

The LP wordmark, based off a now-defunct wood-manufactured typeface, Winchester, was designed to exude a bold friendliness, jump out on a games shelf, and work as an ever-changing playful logo, with letterforms moving around like puzzle pieces.

Type and Color

As a tribute to vintage ephemera from decades past — where typography felt random and rule-bending — LT wanted to create a type system with loads of flexibility and potential for customization, whilst edited enough to remain recognizable to the brand.

Yellow was selected for its universally understood representation of optimism and happiness — Le Puzz's own brand values — recognized as the color of sunshine, warmth and smiley faces. Its neutral, 'default' feel also gave the puzzle artwork a shelf presence that really popped.

We chose Helvetica and Times for their default feel and dryness — a universally recognized serif and sans — that acted as a blank, conventional canvas to take and re-work as our own, unconventional, ownable family.

Puzzle Packaging

Full of hidden details to explore, the puzzle box backs feature games, and playful copy — with LT illustrated elements, type and layouts made for meandering. Little Troop was encouraged to bend the rules as a way to recreate the fun oddities of vintage cereal boxes — creating everything from grumpy apples to giant matchbooks.

Brand Collateral & Merch

From stickers to totes, LT continues to create all brand collateral and merchandise for the Le Puzz brand world.

Art Direction

Full of hidden details to explore, the puzzle box backs feature games, and playful copy — with LT illustrated elements, type and layouts made for meandering. Little Troop was encouraged to bend the rules as a way to recreate the fun oddities of vintage cereal boxes — creating everything from grumpy apples to giant matchbooks.

Le...Pizza?

With a vision to create a dream puzzle company — Le Puzz comes complete with random-cut extra-thick pieces, back-of-the-box games, earth-friendly materials and a big sense of humor.

Website

Le Puzz's website merges moments of delight and surprise with best-practice ecom conventions. Unexpected, playful interactions, spinning click-throughs and rich product storytelling pepper the path to purchase — bringing the joy of Le Puzz's puzzle experience, online. We worked closely with developer Anthony Smith from Laurton Digital to achieve custom stretched and squished typography throughout the web experience.

Pre-Launch Microsite

Ahead of the full ecom launch, we designed and developed a playful splash page — introducing Le Puzz via interactive mascot "Scotty" and giving users a sneak-peek at the Series 1 puzzle designs.

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