Happy Baobab
Creative director of a Korean publisher of children’s and family games, from brand identity to exported products.
2012–2024 · Happy Baobab, Seoul · Creative direction, identity, art direction
Context
Happy Baobab publishes board games in Seoul, mainly for children and families, and exports them. A collaboration that began in the Moonster Games days: first I was asked for my opinion, then “how would you do it?”, then “can you do it?”. In 2019 I joined the team as creative director, for creation, export and marketing.
What was at stake
For a child, everything starts with wanting to open and touch; what follows has to do without words. For export, that text-free readability lets the same product travel from one market to the next.
The work
- Logo and visual identity of the brand
- Art direction and illustration of the games: Pick Me Up!, Touch Down!, TonTon, Crazy Eggz, Crime Hotel, Magic Fold, My Funny Dinos, Loco Lama, Magic Keys, FITS…
- Creation, export and marketing
Results
TönTon: two International Design Awards 2019, Silver and Bronze. Gone Fishing: Toys Awards 2022, Silver, in Greece. Ma Petite Coccinelle: Kidi Luds 2022. Magic Keys: Kinderspiel des Jahres 2024.