Children Enterprise (UK) Ltd.
China
FAMILY BOX
BRITISH FAMILY CENTREBrand VI for High-End Educational & Recreational Hub
Family Box is an educational and recreational center rooted in the British Early Years Foundation Stage (EYFS) system. It is dedicated to creating an intimate and interactive learning environment for children, parents, and teachers in China. Offering life-oriented parent-child courses and a "third place" beyond home and work, the brand seeks to localize the principle that "education begins at home" while maintaining the high standards of British education.
The center’s mission is to support the growth and development of Chinese families and children. By integrating the EYFS system into its diverse offerings—ranging from facilities, toys, and games to thematic activities and party services—Family Box caters to the needs of children aged 0-12, fostering health, happiness, wisdom, and dreams. The brand embodies the global philosophy that "play is the key to children's education," introduced for the first time in China.
The challenge was to craft a distinct visual identity that effectively communicates these core values.
The center’s mission is to support the growth and development of Chinese families and children. By integrating the EYFS system into its diverse offerings—ranging from facilities, toys, and games to thematic activities and party services—Family Box caters to the needs of children aged 0-12, fostering health, happiness, wisdom, and dreams. The brand embodies the global philosophy that "play is the key to children's education," introduced for the first time in China.
The challenge was to craft a distinct visual identity that effectively communicates these core values.
In the architectural design, three floors feature a minimalist, neutral palette, punctuated by vibrant, box-like rooms spanning multiple levels, each serving a distinct function. I further developed the concept of these programmed colorful rooms into "a box filled with beautiful surprises."
Initially, I pondered what might emerge from this box of surprises—what constitutes beauty? I considered what could delight both children and adults, or “kidults.” I began sketching various creatures inspired by everyday objects like pencils, cookies, geometric shapes, hot dogs, slippers, and fur balls—some with silly expressions, others perpetually crying, or simply mischievous and cute. These early sketches naturally hinted at countless possibilities and stories, leading to the creation of illustrated storybooks, games, stuffed toys, or even wall drawings—many of which eventually materialized.
Using the box as the key branding element, I developed the logo and print collaterals based on this.
Initially, I pondered what might emerge from this box of surprises—what constitutes beauty? I considered what could delight both children and adults, or “kidults.” I began sketching various creatures inspired by everyday objects like pencils, cookies, geometric shapes, hot dogs, slippers, and fur balls—some with silly expressions, others perpetually crying, or simply mischievous and cute. These early sketches naturally hinted at countless possibilities and stories, leading to the creation of illustrated storybooks, games, stuffed toys, or even wall drawings—many of which eventually materialized.
Using the box as the key branding element, I developed the logo and print collaterals based on this.
After working on the way-finding I was so excited about doing the web design, I saw it as a fantastic opportunity to bring all the static creations to life: to see the characters interacting and playing tricks on each other, such as hot dogs queueing up to get mustard squeezed onto them by air borne monkeys, a diaper that squeezes out a fart sound when you mouse over it... The entire Flash website is laid out like an open plan playground, all the zones are linked together by a long train track with a cartoon choo choo train, in the same way as the way-finding system each zone on the site represents a different function.