→ A playful brand built for curious young minds.
Mystery was founded to create better explanations for the endless questions children have. They started with the 150 most common science questions, initially as an interactive curriculum to support teachers in their classrooms. Over time, the product evolved into a series of video explanations designed to inspire a generation of curious thinkers. Once Mystery defined its place in the world, it was time to develop a brand system that would resonate with teachers, parents, and school boards—and most importantly, capture the hearts and minds of children through both digital and physical experiences. Inspired by the Cabinets of Curiosities of old—pre-modern museums that showcased a fascinating variety of objects and artifacts—we reimagined this concept in a fresh, contemporary way. Like Mystery, these cabinets revealed and documented the secrets of the world. So we created a grid-based system paired with highly adaptable frames. These frames, paired with questions, encourage viewers to pause, ponder, and dig deeper into the mysteries around them.