Early Rider are a pioneering British-based company who make bikes for children that are designed, engineered and manufactured to the highest of standards. Their long-term goal is to improve the quality of children’s lives by helping them to become active and adventurous from an early age. The Spherovelo is a new invention: the world’s first ride-on for 12-24 month olds that is designed to accelerate the child’s development by helping them make the connection between their senses and their motor system – at an age when they are first developing their coordination and are most receptive to experiential learning.
We needed to design an identity and packaging for the Spherovelo range and its first model, the Juno. As the project was still at blueprint stage, we also had to consider how this would transfer to the product itself. We had a specific brief to avoid being too childish or ‘toy-like’ with the design, and had to straddle the divide between delivering something which would visually appeal to a toddler and something which had the necessary ‘cool factor’ to win over a discerning parent. Given the fact the Spherovelo would launch at a higher price point than more inferior ride-ons, it was important we conveyed a sense of quality and educational worth.
We drew a bespoke typeface that echoed the curves and density of the product design. Taking our lead from the Early Rider Hermes wing logo, we took further inspiration from the Greek God Zeus and introduced a lightning bolt motif which was debossed onto the product itself. We also devised a colour palette to be rolled out across three models, and designed all of the packaging and sales material, as well as a brand look book for press and wholesalers at the 2012 Eurobike and Nuremberg Toy Fair exhibitions.
Pre-launch, we also designed and built a responsive Wordpress microsite to keep the Early Rider community engaged with the product development and release timeline.
Early Rider went on to win the EuroBike award and the Spherovelo has since gone on to win the Red Dot Product Design Award and Junior Design Award for Best Toy in 2013.