Milestone puts K’nex together

UK-based toy giant Hasbro has re-launched the recently acquired K’nex construction toys, using packaging designed by small Beaconsfield consultancy Milestone.

The brightly coloured range of K’nex Konstructors, packaged in kit form, is sold in 14 countries. They are in competition with similar construction toys made by companies such as Lego and Meccano.

Milestone, formed four years ago by Richard Collins and Ian Sutton, has previously worked with London-based Sharp End on re-designing the sales and marketing literature for Hyundai cars, as well as the corporate identity of retailer Past Times.

The K’nex account was secured after Collins and Sutton were joined at Milestone by former Hasbro employee Peter Wilkinson, who had previously worked on the Action Man website.

The priorities for Milestone were to make the packaging more exciting, to convey information quickly and simply, and to make the K’nex logo as big as possible.

It decided to place the K’nex logo in the vertical position, so that maximum impact could be achieved, even on the smallest packs. A system of icons calling out product features was developed, limiting the need for text on the pack.

‘The old packaging was very confused so we were looking to make it bolder, clearer and more dynamic,’ said Hasbro’s project co-ordinator Charise Neye. ‘I’m confident the new look will bring K’nex alive on the shelf.’

Design: Milestone

Senior designers: Peter Wilkinson, Paul Roberts

Client: Hasbro