AI Showcase
Project: Little Dutch • Playtastic - World of Plush
Contribution: Creative Direction, Concept Development, AI Imagery, Copy
This is a conceptual brand direction developed for Little Dutch
This is a design exploration of how a plush toy collection can be brought to life through a clear visual direction and a simple, recognizable idea. The focus is on building a world around the products, where character, playfulness and atmosphere add meaning beyond the product itself. This work is intentionally sketch-based, exploring how minimal input can already create a strong visual push.
Playtastic: product label
A simple concept to group the plush collection under one idea, using existing assets to build character and story across formats.
Creative direction
Playtastic was introduced to push the visual language of the plush collection through contrast, character and more expressive design choices, adding energy without changing the product itself.
Logo design
Logo direction: Playful label concept – Playtastic
The bold wordmark is designed to stand out within the soft Little Dutch aesthetic, while “world of plush” follows the existing brand typography for balance. The cloud shape emphasizes a dreamlike, imaginative world, turning the logo into a flexible element for storytelling across the collection.
Desktop website banner
Minimal input: packshots, stripes, color
This visual shows how existing product assets can be translated into a desktop banner within the Playtastic concept. By using packshots, stripe textures derived from the products and a limited color palette, a clear and recognizable brand moment is created with minimal elements.
Story format: Plush character Jim
Story format exploring product and character focus within the Playtastic concept. Each character is shaped through simple visuals and AI-generated copy, using packshots as a base. This approach can easily extend into feed posts, banners and other formats, allowing the concept to scale across different moments and storylines.
Story format: Plush character Rosa
Social format: animated visuals
Animated visuals
AI-generated visuals translated into motion, testing how different worlds and character moments can come to life through simple animation. These variations explore playfulness, freshness and a clear summer feel, showing how the concept can expand endlessly across content.