LEGOM Creator Kit
This project explored the application of sustainable materials research to brand sustainability. After an in-depth study of LEGO’s full life cycle—from materials and manufacturing to packaging, transportation, and end-of-life—we identified an opportunity to rethink how the brand could evolve sustainably. Our concept proposes a shift to algae-based bioplastics and naturally pigmented materials, along with a reimagining of the brick design, to support LEGO’s long-term environmental goals while preserving the creativity and play at the heart of the brand.
my role
Industry and Materials Research
Conducted in-depth research on sustainable materials, LEGO’s life cycle, algae-based bioplastics, and natural pigmentation to inform our design direction.
Concept Development
Identified brand-aligned opportunities for sustainable innovation, championed the use of natural pigments, and helped develop the user kit concept for at-home LEGO creation.
Storytelling & Communication
Co-wrote the process book and presentation materials, shaping a clear and engaging narrative around our design decisions.
Visual Design
Designed the final team poster to visually communicate our concept at exhibitions and presentations.
Principles of Sustainable Materials (2021)
Circularity | Bio-assisted Technology | Conceptual
This project is a conceptual academic exercise created for educational purposes only. It is not affiliated with, sponsored by, or endorsed by The LEGO Group or any of its subsidiaries.
problem
While LEGO has made strong commitments to building a healthier, safer, and more sustainable world, challenges remain. Their iconic bricks continue to be manufactured from ABS plastic, chosen for its durability, gloss, and precision. Additionally, the use of 58 chemically based pigments for vibrant color and the financial accessibility of sets present opportunities for further sustainable innovation. Our project sought to align with LEGO’s brand values while exploring how material innovation and new approaches could move their sustainability journey forward.
opportunity
Our goal was to move beyond ABS plastic toward naturally sourced, sustainably pigmented materials that enhance both environmental responsibility and user experience. By rethinking how LEGO sets are constructed, we aimed to increase creative versatility, improve accessibility, and empower users of all ages to craft their own LEGOMs at home—blending play, education, and sustainable innovation.
solution
LEGOM Creator Kit is a uniquely designed triangular and rectangular brick kit. Builders can use the kit to become Master Creators by making their own bricks at home and utilize the triangles for endless assembly possibilities. In the process of making, builders can also understand the production process and the concept of environmental protection and sustainability.
The name LEGO is an abbreviation of the two Danish words leg godt meaning play well. The 'M' in our related conceptual brand, LEGOM, comes from miljø, Danish for environment. We promote playing well and doing so sustainably.
