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Design of a play mat on the theme Water World was commissioned by the well-known toy brand Rubbabu to be bundled with their Water World playset for kids (age two years and above).

Above: Computer rendering of the Rubbabu Water World play mat design

The design of the 3’x3′ play mat was kept very simple, with ample space for one or two kids to sit on. The design elements retained the simplicity and character of Rubbabu rubber-foam toys and were kept to a minimum to give kids only a little hint to play on what looked like a mini ocean with a beach!

Above: Photograph of Water World toys on the play mat (courtesy

The design was screen printed in 7 colours on cloth, using safe, non-toxic inks. The aim of the product was to provide a safe area for kids to play on or indulge in and also learn about natural life in oceans / rivers / lakes.


To create awareness about electronic waste amongst schoolchildren in the National Capital Region (NCR) of India, painting competitions on the theme Thinking about E-waste were organised in select high schools in NCR in late 2009 by Chintan Environmental Research and Action Group andĀ GIZ India. To take the issue and message of electronic waste further, design of a 2010 wall calendar containing 12 selected paintings from the competition was commissioned.

Above: Thinking about E-Waste wall calendar cover

All 12 shortlisted paintings were in portrait orientation and that, to begin with, defined the tall format of the calendar, which was laid out in 11″(w) x 17″(h) size in consultation with a printing consultant. The calendar cover showcased all 12 paintings that were featured on the inside pages. The high quality finish and creativity of the paintings by school children amazed the organisers and designer alike; since they were quite playful, it was decided to have a playful design as well (since schoolchildren were the main target audience) but one that would simply support (and not disturb or dominate) the wonderful works of art showcased on the calendar.

Above: Thinking about E-Waste wall calendar detail

Flat, rectangular areas of grey colour with distorted edges (representing worn-out electronic components) and uneven lines (suggesting waste or discarded wires) were used as background design elements to strengthen the layout and to make it interesting. A stylistic or novelty typeface with a strong electronic feel was used for all calendar text.

Above: September and October pages of the calendar

Each calendar page consisted of one painting occupying a dominant place or space in the layout, along with name and school information of the student who made the painting and a small fact about electronic waste. The title, of course, featured prominently on every page.

Let’s Go Zero Waste poster was designed for Chintan Environmental Research and Action Group to create awareness about waste amongst school children in the National Capital Region (NCR) of India. Text for the poster was provided by the client and the visual of an empty wastebin from the top, also looking like a zero, was used to compliment the text. The visual was shot by an employee of Chintan using a digital camera and poster text was wrapped around it, reinforcing the Zero Waste message.

The overall layout including fonts used conformed to Chintan’s brand identity. Bright or neon-ish colours were used to make the poster look energetic and appealing to young minds. Keeping the budget and sizes of school notice boards in mind, 14×19 inches was chosen as the poster size. It was printed in 4 colour offset.

The Rubbabu brand consists of a wide range of soft, safe, intuitive, eco-friendly and pleasantly different toys for kids! Rubbabu logo was designed at the inception of the brand (in July 2004) and in essence reflects the playfulness that the toys are all about.

Above: Initial Rubbabu logo, in CMYK

The soft, 3D shape of the logo gave a strong hint of a tangible product (in this case, a toy) and the letter R (for ‘Rubbabu’) took the shape of a car, reinforcing the playful aspect. The letterforms were custom designed after studying carefully the curvy shapes of the toys and the colours used were again based on the colours the toys actually came in.

Above: A tagline was added to the logo some time after it was designed

This colourful logo was designed to appeal to kids and parents alike and embodied the soft and friendly characteristics of the toys. Rubbabu is now a popular, globally recognised and respected toy brand.

Above: Rubbabu logo on product packaging

Rubbabu is a registered trade mark of Rahul Butalia and licensed to Iseo Chemdis Pvt Ltd, India.

Brief Introduction

Offering high quality, no frills, practical and personalised communication design solutions with a human touch to clients in India and abroad, Mayank designs for both print and web mediums and specialises in logo design, brand identity and information design. Mayank's graphic design solutions are backed by over a decade of work experience with top international and national brands and organisations.

This weblog features some of Mayank's favourite 'real world' design projects, articles and more. All designs and text featured here are copyrighted and showcased with permission from respective companies and/or clients.

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