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

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).

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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.

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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.

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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.

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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.

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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.

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Art Direction

Echoing the 'throwback-meets-today' brand sentiment, the launch art direction focuses on highlighting the joy and warmth of puzzling with Le Puzz and your friends. Shot by Alistair Matthews.

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.

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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.

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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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