Play Brands #3: Design is play
Adaptative and prospective play in branding
👋 Hello, branding enthusiast, how are you doing today?
It is the last part of the Play Brand series. It took us three letters to dive into Play as a mission, solution, and expression. I wanted to shed light on those brands that have mastered a positioning in their DNA—a bold statement they playfully infuse into their communication. Play and branding are connected. Branding in its process highlights an organic motion. By infusing aspects of ''Play'' into how you ‘‘story=tell’’ your brand story, it serves as a reminder—a constant souvenir of "why" you started and keep upgrading your brand. That engagement becomes a brand trigger for ''Your people''.
Design and paper = Play
Papier Tigre is a renowned French contemporary stationery brand. Founded by Julien Crespel and Maxime Brenon, who previously worked in visual communication. Both recognized the need to bring paper back into their clients' daily routines, which inspired them to create Papier Tigre. It started alongside their agency, but thanks to the resonance of the products, they embarked on a creative entrepreneurial journey.
I like to refer to them as a "more than paper brand." I fell in love with their products a few years ago for Christmas, and I haven't looked back since. They offer a wide range of stationery products and have expanded into lifestyle products. Their style is super colorful, with graphic patterns and gradients added to functional Swiss design layouts. They opened a shop in Tokyo and since 2019, their Parisian boutique has included a large workshop where they craft each custom-made notebook labelled "Made in Paris." They use recycled materials and create designs in their studio near the shop. That is eco-friendly!
‘‘Ideas are literally put onto paper’’
Papier Tigre
Their boutique experience is thought-through, designed and engaging. You will want to interact with their notebooks and all the goodies on the spot. The interior design effectively echoes their vision as creators and builders. They created an environment that elevates the experience of play, touch, and feel. For both older and younger children, it is democratic play (quality graphic experiences for various budgets). They have reinforced into the paper industry a ‘‘sur-mesure’’ service that elevates and expands the possibility for paper by bringing their craftmanship to brands, institutions and causes. They have collaborated with The Élysée, The Musée d’Orsay, Maison Château Rouge, and Cabaïa, enhancing a French artisan and tech spirit adaptable to many industries. I love their free wallpapers, some of which I have used to decorate my phone. It is also a great way to showcase their seasonal product inspiration.
💡 Branding spotlight: Petit Pli
The future of playful clothes
Petit Pli is a material technology company, founded in 2017 by Ryan Mario Yasin. Made of a team of aeronautical engineers, neuroscientists and designers developing patented innovations. Their mission to create ‘‘clothes that grow on us’’ is quite prospective, a trait I love about their brand mission and expression.
‘‘We invent and apply groundbreaking material technologies that solve problems for individuals, businesses and the planet across the textiles value chain’’.
Petit Pli
I discovered them years ago, and they got on my radar. What is bright about them is their innovation within the demanding fashion market. By prioritizing an intentional human approach to their designs. I believe their promise is grand. They provide us with a lesson on branding as a legacy in the building.
💡What makes their branding so powerful?
A catchy name: Petit Pli means little fold in French. Yes, another French name! But, it works like a charm and embodies their story. Users understand the craft trait and mechanism of folding. There lies a pretty effective immersion into manufacturing. The process is also infused in the functional and informative design, with a splash of play, across their website and social media.
Educate and show: There is an educational trait in their branding. For those who understand the technology, it is easy. But, for a wider audience not used to their style, a level of explanation and playful in-use stories is vital. I believe their designs speak for themselves. The concept is straightforward, yet they go the extra mile to educate to the fullest.
Tiny is grand: Designed for humans with a wide range of ages, they started with Little Humans and expanded to adults and accessories. The beauty of this business model lies in the generational dynamics of transmission. Benefiting both parents and children as they grow into their clothes. However, It may be challenging for some adults who are used to constantly changing styles. That is where the graphic character of the material and pattern comes in. They provide a folding style that speaks for itself and stands alone as a fashion statement. Immediately identifiable, the material echoes the brand. They are instilling a mindset and behavioural shift. Fashion is smarter with intelligent and intentional materials that spark personality.
The power of the story to change: The story of Petit Pli evokes a poetic world. Imagine a scene with people folding, cutting and sizing. Children playing and their clothes morph into new ages as technology advances. This brand is connected to a vibrant culture of community, an intentional one. It is not about fashion; it is about better living. That is a powerful story to amplify—a problem solver who looks at the world and finds solutions in the small details. Another entrepreneurial perspective!
The future of humans lies within innovation: When I look at their designs and sustainable mission, it reveals a proactive quest to find solutions for both little and big Humans! By expanding the possibilities of what textiles can achieve, they are also redefining how we perceive and utilize materials. They have tested 1,396 fabrics to understand how to create the best clothes that can adapt to the next generation. They are in constant research! Any new innovation will reshape their products for a better experience and brand. I am excited to witness their growth and prospective stories for the greater good. I view them as a brand that inspires you to grow, one that embodies mindful Play.
I see many patterns within these two Play brands: craftsmanship, mission, answering a market gap, and a collective engagement to bring progress and reason perhaps. A new way of approaching our habits and decision-making.
👀 Did you miss Play Brand Part 2? No worries, you can read it here.
🤩 Bright, they are!
🇫🇷 La tête dans les nuages (Another Play brand that sparks interest)
📈 Branding Framework for Creatives (The free replay of my FieldTrips event)
Brand longevity (The oldest companies still operating today. Perhaps a pattern?)
The BBC Earth rebrand (The treasure of archive footage)
Match Dev (Matching founders with remote developers)
🎈 Fun Brand(ING) prompt / 017
Can you list play brands that stand out through their graphic language?
Video, words, illustration, animation… you choose. Short and sweet.
Play, never ends if you treat it as your friend and partner of life.
I hope you enjoyed this series, it was so much fun to craft. Some of these brands are a real ‘‘Coup de cœur’’ as a consumer and admirer of their DNA. Feel free to share this letter with a peer or friend.
Happy branding.
Keva.