Brooklyn Robot Foundry
Brooklyn Robot Foundry is a physical space and online platform where children are given the opportunity to learn basic STEAM concepts through hands-on robot-building. They reached out to Haptik for a rebrand and packaging refresh in order to reach a wider audience through at-home education.
Building a brand—and boxes—to help kids build robots.
Every week, we collaborated with BRF to learn about their process and goals. We even took a few classes to fully understand the magic of robot building.
These experiences led to a simple revelation: Let’s create a brand as unique as the Brooklyn Robot Foundry approach to learning. We were inspired by the 500+ robots designed by BRF teachers, each using common parts and materials found at craft and hardware stores. We were also intrigued by the robot building process where kids learn advanced STEAM concepts and decorate their creation however they want, all while building in a supportive, collaborative environment.
We did a complete rebrand, including logos, colors, fonts, copywriting, brand identity, and original robot illustrations. We illustrated six colorful cartoon robots and multiple parts and tools chosen by the BRF team, and then wrote a simple story about the robots collaborating to achieve a common goal. Meanwhile, our structural engineering team designed three main boxes, a glue gun box and a mug box. The illustrations extend to collateral cards, sticker sheets and activity sheets.
Why not create something that fuels their creativity?
The BRF team needed packages that were flexible, sustainable, and interactive. With so many different classes, the box would have to accommodate an endless combination of parts, tools and accessories. BRF students were known to get creative with regular cardboard boxes—a canvas to decorate, parts holder, flying robot landing pad. We set-out to produce a box that would support the company’s mission and that would get kids excited when they saw it on their doorstep.
The final box is designed to provide excitement before the class begins. Each side of the box tells a chapter in the story, and each layer offers an activity or directions. Kids are introduced to Bitsy Bot, Pet Puppyborg, Artomatron, Proppy Jalopy, Robo Rex, and Bambino Beast working together—outside on the Brooklyn streets and inside in the Foundry—to build a sign with the BRF tagline, “Building fun together.”
We created an exterior sticker labeling system for smooth and efficient fulfillment, and each box has exterior and interior stickers with opening instructions and class information. The sticker prompts students to grab a screwdriver to unscrew the top lid, getting them ready with one of the main tools needed for class.
Once class begins, students can build their own phone or tablet stand using the existing box and a provided shoelace. The box comes with pre-cut holes and an instruction card from Bitsy Bot. This built-in feature gives students an immediate sense of accomplishment, and the adjustable shoelace allows students to tilt the device forward, transforming it into a hands-free overhead camera for teachers to see when they ask, “Show me what you’re working on!”
The name says it all: Brooklyn Robot Foundry teaches children how to bring ideas to life by building robots.
But these aren’t just any robots—they’re super fun, moving, jumping, spinning, flashing, not-your-average creations designed to be built by curious people. That was our main inspiration when photographing the packaging, accessories, and robots.
Against a neutral backdrop, we recreated the controlled mess that happens with BRF projects. Builders create their own world along the way; boxes become buildings for robots to explore and canvases for stickers and drawings.
We also emphasized the packaging details, custom features that breathe life into cardboard while facilitating an amazing class experience.