Little Lot

A new range of preschool toys with a vivacious yet practical brand identity and packaging design solution.


Conceptual objective:

Due to Covid-19, parents have more reason that ever to turn to educational toys to help bolster their children’s cognitive development. P&W were tasked to create a holistic brand including the brand name, core brand logo, packaging design and style guide that was both welcoming and playful yet explanatory and helpful.

Image of cute lemon characters on individual blue wrappers for ASKUL. The packaging design solution by Pemberton & Whitefoord LLP features Japanese text.

Creative response:

The solution adopts a white and vibrant colour palette which synergises with the colours of the toys. The vivacious colours are echoed in illustrations featured on-pack to help achieve a strong brand identity across the variety of different pack formats and products. The jungle animal characters, each incorporate a heart motif. They include the charismatic brand hero, a “cheeky monkey” who represents the brand’s values: fun, playful and with an original personality.

Commercial Conclusion:

With UK toy market sales reaching £3.3bn in the UK alone in 2020, it now makes up the largest toy market in Europe and the fourth largest globally. Little Lot successfully competes in this highly competitive sector, with early sales proving successful, aided through recent national lockdowns by a relationship with retail giant Asda.

“P&W has created a stand-out brand personality that communicates Little Lot’s point of difference in the market as a fresh and contemporary preschool toy brand.”

Teresa Hookins, Head of Creative Services
Addo Play Ltd