Packaging

Lingua Simplex – Pairs Games for Language Learning

Back

The concept of the Lingua Simplex educational language learning game follows the premise that all language is communication. As a part of the design, this claim was visualised through a packaging concept that attracts both adults and children. Designed to be appealing and humorous, it reflects the basic character of the Lingua Simplex game, which is based on the principle of paired game cards. The pairs game consists of one card with explanatory symbols and one text card with verbs. The text cards with verbs are read out to the game partner, imitating the illustrated character printed on the packaging. Each language game is represented by a stereotyped character with attributes typical of the country of origin. When pushing the slip lid of the game boxes upwards and downwards, the facial expressions of the characters change in a playful manner, as their mouths become longer or shorter.

Credits
  • Client:
    Lingua Simplex, Hamburg
  • Design:
    Amelung Design GmbH, Hamburg
  • Author:
    Alicia Maritza Amelung
  • Executive Creative Director:
    Jonathan Sven Amelung
  • Illustration:
    Angela Wittchen
  • Post-Production:
    Daniel Yaqub
  • Concept/Idea:
    Jonathan Sven Amelung

Statement by the Jury

The packaging of Lingua Simplex sketches national characters in a brilliant manner through highly expressive illustrations. The analogy of opening the mouth is an aspect that adds excitement and fun, because mispronouncing a word in a foreign language inevitably makes people laugh. Overall, this is an appealing, humorous and highly convincing concept that invites players to learn a new language.