It’s rare for me to get too excited over a brand redesign but when I saw Studio Small’s imagined Meccano rethink over on Collate I couldn’t help but be a little impressed. The redesign was created for Icon Magazine as part of their ongoing ‘Rethink’ feature, which asks a new designer each month to rethink an existing brand of their choice and look at ways to improve it.
Studio Small chose Meccano and I’m really glad that they did. As a kid I quite enjoyed the model construction set, yet it never felt quite as cool as other toys (chiefly LEGO, and to some extent Playmobil). Now that I’m older I know that a certain amount of this had to do with its packaging and how its information was presented. The sets lacked creativity and didn’t have quite the same sense of fun that Studio Small’s rethink has.
“When we looked at the nuts and bolts of the problem” Studio Small’s Guy told Collate (excusing his pun), “we found the current product hinged around single models not a set of components for building your own creations”.
His rethink involved creating Meccano+, a more immersive experience where kids can create their own iconic sets to their own specifications. For Guy, this rethink creates a toy that fosters a relationship between Meccano and the end user, a place where “the augmented reality is built into the box and component silhouette so if you want more inspiration you can receive it straight to your smart phone.”
It’s a smart idea and I just how the finished project looks. It’s fun, playful and has an energy which the current brand lacks. Meccano, if you’re reading this, go and send Studio Small an email!