A fun kids version of an established Optician, full of character(s).
Herr Menig Junior
Brand Identity & Marketing
The brand identity for this optometry shop for children features colorful geometric shapes that suggest they can be played with like building blocks. They are accompanied by wacky illustrated characters which are inspired by classic toys.
The retail shop is a playful offshoot of Herr Menig Optik, an established Optometrist in Nürnberg, Germany.
Promotional postcard design and detail of the retail store interior.
→ Briefing
Picpacker Motion Design needed to renew their brand identity. Their old one felt dated and wasn’t representing their company philosophy well enough any more.
→ Process
In personal meetings and video calls we discussed different directions. We presented three possible design directions. One of them was chosen and we improved it to fit them well.
→ Solution
We designed a visual system of geometric shapes to represent their versatility. The shapes are used in their animations and representative printed stationery.
→ Success
Their clients approved of the new identity right away. After a few months in use Pickpacker remains confident about their new look and uses the geometric shapes in their animations.
The extraordinary retail interior was designed by Raum Klaue.
Silly creature lurking and street signage for the retail shop in Nürnberg’s city center.
Fun geometric shapes accompany the owl logo on promotional images.
Inspired by classic toys and the storefront of Herr Menig Optik’s main shop, the color palette is friendly and inviting. →
The typographic concept uses the font Signal Mono and borrows its spacing from optometry tests.
The Herr Menig Junior logo relates to Herr Menig Optik’s initial logo, that is used for the shop for grown-ups. The owl parent had a child!
Another weird friend in the store and some window signage.
More patterns and a shy blob.
Color application in the shop and a tote bag design worn by a child.
Wacky characters as far as the eye can see.
“Transatlantika has accompanied me as a creative partner since the founding of my company. From them I get everything from a single source at an international level.”
Michael Menig
Owner, Herr Menig Optik
What we did:
- Brand Identity
- Campaigns
- Color Palette
- Illustration
- Logo Design
- Marketing
- Naming
- Printed Goods
- Typography
→ Project Info
Picpacker Motion Design – Brand Identity
Created in 2024
Client: Picpacker Motion Design
→ Transatlantika Team
Creative Direction & Design: Philipp Zurmöhle
Project Management: Johannes Bösser
Stationery Photography: Robin Tielker
→ View Project on