Starting point
- Teknik Wood is a wooden construction training game aimed at a target of children aged 2-10, created by a Venetian artisan and purchased by Studio Arredi with the aim of relaunching it nationally and internationally through a commercially dynamic approach.
- It consists of a set of unimodular boards of natural wood, with which it is possible to build or reproduce buildings, structures, objects, etc. without any recourse to joints or glues.
- The reference competitor is a North European company present on the market since 1985 with a substantially similar product characterized by a very serious and if not austere image and packaging, a reflection of a typically Nordic culture, and a very limited range of packaging based simply on the number of pieces contained.
- Strengths of Teknik Wood are the quality and treatment of the woods used (vs low price Chinese products) and the 100% Made in Italy origin, much more appreciated abroad.
Our marketing strategy
- We proposed a marketing strategy based on two fundamental axes to Studio Arredi at Teknik Wood
- Emphasizing Teknik Wood’s Italian DNA, no longer just an element of reassurance about its quality and expertise but also and above all as a credible expression of warmth, desire for life, fun, joy, color, “smartness”, modernity
- Structuring of the offer of packages on thematic ranges, based on collectible and expandable “stories” by purchasing the various top-level packs, and not trivially on the number of pieces as the main competitor
The creative idea
We have worked on different levels:
- New payoff: “Imagine, Build, Reinvent” to define the pedagogical role of the product, Teknik Wood is a game that stimulates the imagination of children and that never ends (unlike other buildings)
- Packaging: colorful, lively, cheerful and highly distinctive, with a graphic trait of deliberately cartoon extraction to better target it on children. Central evidence of Italian brand origin.
- Product range: we have proposed and developed 4 thematic lines to better organize and make the target understand the almost infinite combinations of constructions offered by Teknik Wood
