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As Blue Spice is a co-design and visual communication agency, specialized in the toy industry, we can help you conceptualizing and design new objects and toys for children. Helping you in each step from the development of the product and the packaging, to the visuals and production files for the licenser and the factories and finally the photo shooting and touching of your products and the creation of a marketing campaign.


The first and main function of Toys is to Play. Therefore the biggest challenge for a designer is to create a toy that will stimulate the children. Either by the concept of the game and its function, either by the image it self. While developing the products, the designers should be aware as much as possible of the final player (the age at first, and then, the gender, the price, the material…). Designers must be aware of the specifications of children and of the difference in the education according to the age and respect three main criteria’s :

  1. the safety and durability of the toy
  2. the Versatility of the toy
  3. the pleasure of the child while playing with the toy
Blue Spice – portfolio - Toys & Games
Blue Spice – portfolio - Toys & Games


The development of packaging for toys is crucial while launching a new product. First of all, the packaging will enable the correct presentation of the toy (inside the box), as well as the artwork outside. The packaging is an essential part in the buying decision process. This is what will push the children to what the toy and will reassure the parents that this toy is secure enough and adapted to their children.


The creation of the product visuals (product it self and the packaging) have to be as precise as possible, as these files are essential in order to obtain a license to commercialize the toys. In the toy industry licenses are mandatory, and always need to be approved, in order for the client to be able to produce and sell the toys. As an example if you would like to produce “Fisher Price” toys, the clients will need to buy the license, develop the toys and send them to “Fisher Price” for an approval. After that, the toys can finally be on the market.

Blue Spice – portfolio - Toys & Games
Blue Spice – portfolio - Toys & Games


The production files of the toys is a real challenge. These files have to represent exactly the designed toy. No mistake is allowed, as we know that the toy industry is very strict. A perfect production file will enable a perfect production of the toys as well as a complete security for the children when they will want to play with the toys. Especially for small children/babies that will be attracted by small pieces, during the – put every thing in your mouth – phase.


The photo shooting of the toys and the scenario of children playing with them are essential in the decisional process of buying them. Children and parents need to picture themselves with the toy in order to anticipate if it is appropriate or not. In one picture, you should understand, the function of the toy, how to use it, what age, the material, how does it contribute to the stimulation of the children…

Blue Spice – portfolio - Toys & Games


The Marketing Campaign is the final step in the success process of your toys. Advertising around the new toy is essential in order for the final clients (children and parents) to be aware about how great and safe is your product. There are different kind of marketing strategies according to the country. The most powerful campaigns would be the newsletters (directly targeting your clients), the catalogues (in order to show all the items and capabilities), as well as a beautiful booth in order to stand out during trade shows, as the toy industry is so secretive and competitive.

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Key visuals

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Key visuals


KEY VISUALS is a concept, a way of representing or organizing an information under a visual scheme. It can either be a graphic organization or a diametrical representation. Key visuals represents the conceptual relationships between object, events or situations.


Key Visuals are essential to a brand’s identity, it is vital that people recognize the visual, to recognize the brand. Therefore the image needs to be simple, clear, striking and powerful, to be imprinted in peoples mind. And it is shown that people recognize or remember a picture after seeing it at least 3 times.

As key visuals will represent your company, your key visuals need to be correlated to the brand image you want to expose. This is a long research work to find the best representation. The best way to come up with a lot of ideas is to collaborate and work on key visuals with specialists.

Blue Spice key visuals
Blue Spice key visuals


The Key Visual of a company is an individual and specific image that is identified for a brand it self. For example, Mcdonald’s logo, the red and the yellow are specific colors, imaging you change them ? Lighter red and darker yellow or even purple and orange !? In your mind it would not be Mcdonalds anymore… If you change the color, the specificity and recognition will also change.


As a co-design agency, we can help you to create and design your key visuals and also to adapt them on all your marketing tools to insure a coherence between your brand and the image from your brand.

Brand logos are part of key visuals but they are not the only ones. In order for a logo or key visual to be efficient it really needs to by comprehensible, unique and adapted to the target group. Key Visuals and visual communication are tightly linked (please refer to the previous article written about visual communication).


Blue Spice key visual


Key Visuals are essential to lock a brand’s leadership in order to affirm and reinforce it’s identity. It is also important to master some codes in order to facilitate a certain domination over the market.


Ex : before we would bite in a piece of chocolate, now we spread chocolate on bread, and this is called NUTELLA !

Wikeeps Europe SAS, Paris

Brand refresh for Wine preservation and dispensing system brand from France


“Working with the Magicians of Blue Spice for all our rebranding, new packagings, new website and new overall communications has been great.

We reached our high expectations and achieved our goal, going through a total revamp of our image and communication.

Blue Spice took us by the hand, made every step effortless and created their magic.”

Wikeeps Europe SAS, Paris

What we did

Wikeeps® is a wine preservation and dispensing system brand which positions itself as a clean, modern and upmarket brand.

We have modernized and refined the Wikeeps brand identity, to better reflect Wikeeps’ vision and ambition. A new colour scheme for the brand has been developed with the consideration of the related elements’ colours from , such as the wine and the product itself.


Marketing materials

Business cards, presentation templates, price lists, etc. are also a part of Wikeeps’ brand refresh process.


wikeeps packaging

Packaging & repositioning

Repositioning the brand was a strategic decision made. We decided to separate the product range in 2 with one product line dedicated to the retail market and one line for professionals. All packagings have been redesigned according to the graphic chart: white for the retail line and black for professionals. New features have been added on the packaging, such as transparent windows, allowing the customer to see clearly the product inside.


Wikeeps’ website is now a powerful selling tool, fully responsive to maximize users’ experience, and SE optimized. Have a look here.

wikeeps website
wikeeps catalogues


Wikeeps’ catalogues were updated with colour scheme, font and style to match the new corporate identity. We used our 3D technology to generate hyper-realistic images of packagings and new products before their production.

Booth design

Recently Wikeeps exhibited at Sirha 2015, the World Hospitality & Food Service Event. Artwork that was used to decorate their booth was created by Blue Spice.


3D visuals

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3D visuals

3D visuals for:


Wow effect guaranteed for your presentations.

Hyper-realistic product images.

Can be used for packagings, catalogues, flyers, websites, when your samples or prototypes are not yet ready.

Tin packaging

3D visual

Photo retouch

Transparent USB key with float

3D visual


Photo retouch

Tin money box

3D visual



Photo retouch

Wine preservation & dispensing system on use

3D visual of the system – photo montage and retouch for the bottle

Wikeeps system by Blue Spice

APEC – Switzerland

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APEC – Switzerland

Monthly newsletter campaign for APEC, a promotional products company based in Switzerland.

APEC is a very innovative Swiss promotional products company developing groundbreaking concepts and ideas. It is successfully managed by a bright feminine mind supported by a very strong team.

They asked us to develop unique and creative newsletters campaigns.

“Gilles, Sophie, Catherine and Julien, it is fun to work with you. Many thanks” The Blue Spice team

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