The “My First Scooter” (MFS) product line was another great success. This scooter for pre-schoolers was available initially in two colourways – pink/yellow and blue/green. It was quite an innovative product given that it could be modified depending on the users skill level. The 4 wheel set-up offered extra stability for complete beginners, but as the young riders skills developed, it could be modified to be a 3 wheeler and then a two wheeler like a conventional micro-scooter once they are really confident.
The logo I designed was quite quirky and fun bit also quite efficient with space. I decided to go with a very clean approach for the packaging – all white background – let the branding and images do the talking. We also needed to communicate the unique selling point of the product to purchasers, hence the callouts and images. Super simple.
The result was a punchy, clean box that really jumped off the shelf. Needless to say this product also sold very well with major retailers and in time spawned alternative variations and colourways due to its initial success which I also produced.
In time the box artwork evolved with new icons and layouts rolling out across the entire outdoor products range including the MFS. This was in no small part due to the fact that we began selling into far more overseas territories. Originally all of our boxes were only designed with the UK market in mind – so all text was in English. But this all changed as the company expanded into more markets. The last box artworks I created for HGL had 7 or 8 languages on the same box – primarily for warning disclaimers etc – but in some cases, we would have call outs in different languages too – sometimes a different language used on each side of the box.
The Dinosaur variant pictured below was created for the french market.
To make things simpler for overseas end users, I devised Age Recommendation and Max bearing weight icons to be added to all boxes in the bottom right hand corner. The icons were intended to communicate this key information in a very efficient way for all the european markets without the need for this information to be translated into the multiple european languages. A picture tells a thousand words as they say!
For many years the “My First Scooter” was one of the company’s top products and won multiple awards.
