Barnkalas — Junior Designers

Background

IKEA is a brand built on the conviction that good design belongs to everyone. The brief from IKEA Sweden was to turn that conviction into a concrete children's party concept — a format that could roll out in an IKEA setting and give kids a memorable experience tied to creativity and design. OUF would solve the conceptual framework, the visual identity, and the actual activity material.

The challenge

The challenge was balancing two demands that easily pull in opposite directions. The party had to feel like a real party for the kids — not a brand project disguised as one. At the same time it had to carry IKEA's story of creativity, collaboration, and democratic design authentically. The solution couldn't come from the outside in — it had to grow from within the concept itself.

Strategy

The key was to give children a role, not just an activity. Instead of an event to witness, the concept was built around a clear role shift: children are welcomed as Junior Designers on the IKEA team. A simple gesture — a small uniform and a badge — changes the whole feeling. The material kit, with a coloring book, puzzle, and activities, introduces simple design principles without feeling like a lesson, and the concept is built to be scalable.

Visual system

The visual identity balances IKEA's established design language with a playful, child-friendly expression. The coloring books use simple line-based illustrations — furniture, figures, and forms taken straight from IKEA's world. A puzzle activity with soft toys and a two-part book set are held together by a consistent illustration language, and the eight embossed character badges give the material a tactile, memorable quality.

The result

The result is a party kids remember and a concept that extends what IKEA already believes in. Junior Designers is not a one-off event — it's a scalable system, visually, conceptually, and materially, ready to roll out in an IKEA setting without losing its core. The concept shows that brand values and a child's perspective can reinforce each other.

Deliverables

• Concept framework
• Uniform
• Badges
• Coloring book
• Puzzle activity
• Two-part book set
• 8 embossed character badges
• Complete visual identity