In the vibrant world of children's gaming, standing out from the pack can be as challenging as catching a child’s fleeting attention. For Pazu, a gaming factory for tots ages 2-8, the challenge wasn’t just to capture their audience’s attention but also to be the North Star guiding little minds to fun and safe play. And that's where our creative team leaped into action, forging a brand identity that would transform Pazu into the go-to spot for parents seeking a safe and totally fun haven for their kids. So leave the real-world behind and venture into the wonder-filled realm of Pazu!
Cracking the brand strategy for Pazu wasn’t just about keeping kids immersed in games; it was about striking the perfect balance between entertainment and safety. Understanding that parents seek both fun and reassurance, Pazu underwent a transformation to become the ultimate "safe place to play.”
Embracing all young learners, from aspiring mathematicians to blossoming artists and budding architects, Pazu expertly blends the excitement of discovery with sheer joy of play. The brand’s unwavering commitment to safety ensured that every game was a parent approved, worry free experience.
Inspiration for the logo sprang from a core element of the brand strategy — envisioning Pazu as an entire realm brimming with opportunities for exploration. Our vision was to illustrate a captivating portal, cleverly shaped by a child's hands, forming an entrance that beckons all into the magical and protected Pazu universe.
"We curated a visual identity that mirrors Pazu’s vibrant, safe, and imaginative playground. Our designers and strategists cleverly struck a balance between presenting Pazu as a fun gaming factory and a secure haven by intentionally veering away from generic gaming tropes and focusing on creating a unique, recognizable brand identity."
-Shay Lesher, Head of Activation
Addressing a principal pain-point for Pazu – brand recognition – we understood the importance of standing out amidst the sea of similar offerings. So, our design process was dedicated to creating a brand that would be unmissable and unforgettable. Specific grids were developed to ensure brand consistency across all platforms. In a brave decision to boost recognizability, we reduced the brand color palette to a singular, vibrant hue, which not only made the brand instantly recognizable, but also helped it break free from the multi-colored mayhem typically associated with kids’ brands. Now, Pazu shines brightly, not only through its distinctive brand strategy but also its minimalist, yet lively, visual identity.
Pazu's graphic language shines with captivating elements. We introduced the idea of "PazuLand," an immersive ‘physcial’ destination, and charming icons, adding personality and recognition to the brand. Warm and natural photography showcases kids joyfully playing on mobile devices, and whimsical illustrations bring Pazu's world to life, sparking wonder and imagination. All together, they create a captivating tapestry of joy and excitement in the Pazu universe.
Designing the digital face of Pazu was one wild ride as we aimed to reveal the vibrant world within and create an enticing narrative that users would love to explore. Bringing the Pazu story to life and accentuating its unique ethos, we seamlessly incorporated playful animations and delightful icons into the platform. The result? A visually stunning and user-friendly experience that perfectly encapsulated Pazu's mission, leaving users captivated by its irresistible charm.