Type
- Industrial
Role
- Creative direction
- Character design
- Illustration
- 3D Modeling
Timeframe
- 8 Weeks
- Mar – Apr 2020
Company
- Frog Design
Storytellers
Ravensburger planned to launch a new line of smart children’s books in 2021, paired with an external audio device called “The Storyteller.” Targeted at pre-schoolers and early readers, the books provide an immersive audio experience that activates on page flips, letting children listen to the story while following the visual narrative.
00 · Summary
Challenge
A 3-week pitch to create three character concepts for the Ravensburger Storyteller (target age: 3–8). Requirements specified at least one animal character and that any human concepts be agender.
All three concepts undergo user testing with parents and children via the client’s internal research team, with the favorite concept advancing to manufacturing.
Outcome
We won the pitch and secured funding. In just 5 weeks, we finalized the toy design and prepared full manufacturing specifications, turning the winning concept into a tangible product.
Impact
4.7/ 5
Amazon Germany Rating (305 reviews, Aug 2024)
Top 10/ 2021
Top 10 toys of 2021 recognition by Bundesverband des Spielwaren-Einzelhandels e.V.
Credits
Ricardo Osório Santos
Creative direction, Character design, Illustration, 3D Modeling
Mariano Cucci
3D Modeling
Andrea Besana
Mechanical Engineering
01 · Approach
Narrative first
Once upon a time there were three masters known as The Storytellers. They were known and respected for being the wisest storytellers that ever lived. Their passion for reading and discovering new stories was such, that they travelled all over the world searching for new ones. Some people believe they’re still around; that every time a book is opened, children are hearing their voices through the telling of stories.
02 · Process
Character Development
Following Ravensburger’s brief and minimal, modern art direction, I've explored dozens of sketches to find friendly, relatable forms. Milo (the polar bear), Kit (the friendly monster), and Ray (adventurer with dragon Maya) emerged as our main candidates. User tests confirmed Milo as the most beloved by children and parents.
Sketches and illustrations
I’ve spent a couple of days trying to understand what shape these storytellers could take. Do they have an animal form? Are they amazing creatures? How can they look friendly and cuddly? What is the relationship with reading, with books? How do children react and relate to them?
Meet Milo, the polar bear
Milo likes to read in the dark. He carries a small flashlight, which he turns on every time he reads a story. He is a cuddly polar bear who loves to wear his boots and splash in puddles.
Meet Kit, the friendly monster
Kit has been a Storyteller since he was a cub — a magical creature with oversized hands made for holding books bigger than himself. When he’s not reading, he loves wearing his favorite stripy jumper.
Meet Ray and his dragon, Maya
Ray has a never-ending appetite for adventure stories and is never seen without his dragon, Maya. Having gathered tales from the clouds and stars, he loves to tell them to children at bedtime.
Final concepts
Milo, Kit, and Ray were the three conceptual characters we've presented to the client at the conclusion of the pitch phase.
03 · Development
Prototyping & Production
We addressed technical challenges including the clamping system and camera positioning. Solutions included a mug for hiding the camera and an iceberg-shaped clamp. Color selection was limited to 2–3 tones; Milo received a soft, cozy knitted scarf as an accessory.
Colour selection
With the limitation of 2 to 3 colours for the character, picking the right colour combination was not an easy task. Milo was a polar bear from the cold north, but it also needed to be approachable and warm.
A knitted scarf for Milo
Since I couldn’t change Milo’s material, I wanted to add something warm and soft to make him feel less artificial. A knitted scarf felt perfect — cosy, natural, and able to hide screws or seams. The challenge was finding the right fabric.
04 · Final delivery
Reception & Reviews
The final delivery included the design specifications for the toy with CMF, the CAD model for the mechanical concept, and final product renderings.
05 · Customer feedback
Mir als Mutter hat besonders gut gefallen, dass die schöne, liebevolle Geschichte ganz ruhig und mit unaufgeregter, sehr angenehmer Stimme vorgelesen wurde und Julius sich dabei in seinem Tempo das Buch mit den Bildern dazu anschauen konnte.
