Cairo is a set of twenty-four crayons. Crayon packaging is conventionally loud — primary colours, cartoon characters, everything shouting at a child across a shop aisle. This does the opposite.

The box is matte black and hexagonal, the same section as the crayon inside it. Every colour in the system comes from the product rather than the print: a band of it wrapping each end of the tube, and an individual sleeve on every crayon, so a set laid out becomes a spectrum.

The logotype hides a pyramid in the A — enough of a nod to the name to be satisfying, not so much that it becomes a theme.

The argument is that restraint still reads as quality to a parent standing in a toy aisle, and that when the product is the colourful thing, the packaging doesn't have to be.