Vielleichterer takes complex topics and makes them relatable and easy to understand for young readers. The stories are sometimes light hearted – what can you find in your fridge? – sometimes hard hitting – explaining what’s happening in Afghanistan – which creates a challenge for the brand. How can we be positive and appealing to children while covering heavy topics with the respect they deserve?
Our response was to create a flexible brand that could be both fun and, when necessary, serious.
We created the tagline Sachen Erklärt (Stuff Explained) as a nod to the simplicity of the Vielleichterer writing style. Never overegging something that can be explained in a more simple way.