The Pull Agency

We transformed the way that kids learn to swim with zoggs

Our Client

Pull has been working with Zoggs for eight years, during which time we have built up an unparalleled knowledge and appreciation for the brand.

The Challenge

It’s important that kids have the right tools to support them while learning to swim. Swim aids come in a wide range of forms, geared towards different levels of swimming ability. Zoggs didn’t want their customers drowning in choice, so they asked us to develop a visual device to help parents select the right products for their child.

The Solution

Zoggs use 3 stages of development to help identify the stage groups of products. The lifestyle photography Zoggs had been using to communicate these stages wasn’t cutting through. Pull introduced a simple yet striking threefold visual device across all customer facing materials; a traffic light colour system, strong typographic differentiation and illustrated characters.


Zoggs packaging had become a bit cluttered, so we neatened things up. The Zoggs brand panel was reduced and reworked, allowing the stage colour system to shine through, accompanied by the stage-specific typography.


Simplicity and adaptability were our key criteria for the new design. These qualities shone through in the retail environment. Our concept was applied to multiple materials from store front to racking and beyond.

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