Brief No. 00401121 Jul 2025
Packaging for a wooden toy maker, live in 8 weeks.
Rough budget€15k to €25k
First callWithin one day
Pulled by Joost, Oddbird★
oddbird
oddbird
Wooden toys for kids who ask why. We gave the brand a wobble, turned the box into a nest and built a shop where you make your own bird. Online sales went up 3.2 times in the first holiday season.
Client
Oddbird Toys, Ghent
Scope
Brand, Packaging, Shop
Timeline
8 weeks, summer 2025
The shape sorter that started it all
01
The brief
It started with a pull
The challenge
Oddbird made beautiful toys that looked like everyone else's on a shelf: kraft box, line drawing, a lot of beige. Parents loved them once they held one, but nobody picked one up. Joost wanted a box a child would refuse to throw away.
What we made
A wordmark that leans as if it is about to fall over, a cobalt blue you can spot across a toy shop, and a box that folds out into a nest for the bird inside. Online, a shop where kids build their own bird, pick its colours and give it a name before it ships.
3.2×
Online sales, first holiday season
18,000
Birds built and named online
92%
Of boxes kept, say parents
41
Shops now stocking Oddbird
92%
Of boxes kept, say parents
41
Shops now stocking Oddbird
02
The work
Brand, Packaging, Shop
oddbird
oddbird
oddbird
oddbird
Toys for kids who ask why.
Toys for kids who ask why.
Toys for kids who ask why.
The rainbow stacker, a bestseller
Cobalt
#2B2BD9
Cream
#FFF1E0
Beak
#FFB23F
Aa
Aa
Bricolage Grotesque, 800
Heavy, round and a little bit wobbly, like the toys
03
Eight weeks
Tested by people under eight
Week 1
Play sessions
Two afternoons on a classroom floor watching what kids pick up first. It was never the box.
Weeks 2 and 3
The wobble
A wordmark that leans, a blue that shouts and one rule: every bird has a name.
Weeks 4 to 6
Nest and shop
Twelve box prototypes, one that folds into a nest, and a build-your-bird shop.
Weeks 7 and 8
Holiday launch
Boxes in 41 shops, the shop live in November and a waiting list by the second weekend.
“
“
“
Kids keep the box now. Some of them keep the box and give the toy to their little brother.
JP
Joost Peeters
Founder, Oddbird
04
Credits
Four people, eight weeks
Creative direction
Mateo Alves
Brand and packaging
Imani Brooks
Shop design
Lin Zhao
Engineering
Jonas Weber
Photography
Unsplash contributors
Next case study
04
/
Health
·
2024
sona
sona
→
→
→
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brief?
hello@leverage.studio
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hello@leverage.studio
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oddbird
oddbird
Wooden toys for kids who ask why. We gave the brand a wobble, turned the box into a nest and built a shop where you make your own bird. Online sales went up 3.2 times in the first holiday season.
Client
Oddbird Toys, Ghent
Scope
Brand, Packaging, Shop
Timeline
8 weeks, summer 2025
The shape sorter that started it all
01
The brief
It started with a pull
Brief No. 00401121 Jul 2025
Packaging for a wooden toy maker, live in 8 weeks.
Rough budget€15k to €25k
First callWithin one day
Pulled by Joost, Oddbird★
The challenge
Oddbird made beautiful toys that looked like everyone else's on a shelf: kraft box, line drawing, a lot of beige. Parents loved them once they held one, but nobody picked one up. Joost wanted a box a child would refuse to throw away.
What we made
A wordmark that leans as if it is about to fall over, a cobalt blue you can spot across a toy shop, and a box that folds out into a nest for the bird inside. Online, a shop where kids build their own bird, pick its colours and give it a name before it ships.
3.2×
Online sales, first holiday season
18,000
Birds built and named online
92%
Of boxes kept, say parents
41
Shops now stocking Oddbird
02
The work
Brand, Packaging, Shop
oddbird
oddbird
Toys for kids who ask why.
The rainbow stacker, a bestseller
Cobalt
#2B2BD9
Cream
#FFF1E0
Beak
#FFB23F
Aa
Aa
Bricolage Grotesque, 800
Heavy, round and a little bit wobbly, like the toys
03
Eight weeks
Tested by people under eight
Week 1
Play sessions
Two afternoons on a classroom floor watching what kids pick up first. It was never the box.
Weeks 2 and 3
The wobble
A wordmark that leans, a blue that shouts and one rule: every bird has a name.
Weeks 4 to 6
Nest and shop
Twelve box prototypes, one that folds into a nest, and a build-your-bird shop.
Weeks 7 and 8
Holiday launch
Boxes in 41 shops, the shop live in November and a waiting list by the second weekend.
“
Kids keep the box now. Some of them keep the box and give the toy to their little brother.
JP
Joost Peeters
Founder, Oddbird
04
Credits
Four people, eight weeks
Creative direction
Mateo Alves
Brand and packaging
Imani Brooks
Shop design
Lin Zhao
Engineering
Jonas Weber
Photography
Unsplash contributors
Next case study
04
/
Health
·
2024
sona
sona
→
Got a
brief?
hello@leverage.studio
Leverage
PRO
Buy me
↗