Communication Strategy for «Forest Dream» Soft Toy Constructor
Entrance group «Forest Dream»
Communication theory in the field of design
In design, communication is not merely the transmission of information; it is a relational, symbolic, and context-dependent process of meaning creation.
Сommunication is «a relational process of creating and interpreting messages through verbal and non-verbal symbols, shaped by context.»
Communication theory in the field of design can be viewed as a purposeful process of exchanging meanings and signs. It can be argued that any object in design is a message. The work of design can be aligned with the «sender-message-receiver» model. The designer (or brand) acts as the sender, formulating a specific goal: to inform, persuade, and evoke emotion. This intention is embedded in the visual language of the design. Through form, color, material, composition, and interactivity, the message itself is created. The receiver is the consumer, who encounters this message in a specific context and «reads» it, deciphering the embedded meanings through the lens of their life experience.
The core challenge in applying communication theory is the gap between the designer’s intended message (encoding) and how the audience interprets it (decoding). This mismatch can arise from cultural differences, stereotypes, or information overload.
For «Forest Dream,» the following strategies are formed:
Semiotic Tradition
— the toys' shapes, forest motifs, and modularity convey symbolic meaning.Socio-Cultural Tradition
— the project emphasizes hand-making, personalization, and «slow living,» which resonates culturally.Phenomenological Tradition
— the user experience (touching fabric, assembling creatures) creates personal emotional meaning.Cybernetic Tradition
— user feedback loops improve the constructor system.Presentation for a general audience
Core Message (based on meaning-making theory)
«Lesnaya Dryoma» is a soft toy construction kit where children and adults can assemble plush toys from natural materials, explore creativity, and reconnect with tactile play.
It is a tool that transforms the assembly process into a mindful ritual of creation, resulting in a unique emotional object. The brand conveys a message of collaborative creativity, imagination, and emotional comfort. Using the course definition of communication as «the creation of meaning through symbolic exchange,» the brand’s symbols collectively tell a story of tranquility, childhood wonder, and safe creative exploration.
Packaging for «Forest Dream» toys
1. Collaborative Creativity:
The brand offers not a finished character, but a set of its possibilities. The final image and personality are born from the dialogue between the designer’s vision and the consumer’s imagination.2. Imagination:
Abstract yet recognizable shapes serve as «open signs.» They provide direction without dictating strict boundaries, leaving space for the consumer’s personal fantasy.3. Emotional Comfort:
The message is built on the contrast where the activity and achievement of the assembly process culminate in a state of comfort and coziness with the finished soft toy. This creates a complete emotional cycle.The brand’s symbolic system operates as a unified whole. Forest imagery symbolizes not wilderness, but a safe, mysterious space of childhood and fantasy.
Target Audience
The general public — parents, young adults, children, gift-givers. Their decoding of the message is guided by shared cultural associations with the forest, comfort, and creative play.
1. Parents.
They decode the product through the lens of pedagogy and psychology, seeking its value for development and quality time.2. Young Adults.
This audience sees the kit as an object of self-expression and a meditative practice. They decode it as an «anti-stress» item, a way to create unique decor or a personalized gift.3. Children.
Their interpretation of the product is the purest, most emotional, and most direct.4. Gift-Givers.
They seek deep meaning in the product for gifting. For them, «Lesnaya Dryoma» is not an object, but a transmittable emotional message.Packaging for «Forest Dream»
Brand Values
Creativity is conveyed through modularity (in the semiotic tradition: components = signs of openness and imagination), where parts combine in non-obvious ways. Instead of schematic instructions, the brand offers inspiring images of possible creatures (plush toys) and customization tools such as eye and accessory sets. Emotional Comfort is expressed through soft fabrics and a natural color palette, which serve as non-verbal symbols of safety and calm. Connection with Nature is encoded through forest characters that evoke ecological awareness. Slow, Mindful Play is communicated by emphasizing the assembly process itself, and through carefully calibrated complexity that requires attention but does not cause frustration.
Tone of Voice
Warm, playful, imaginative —
it supports the audience’s positive face needs. To support positive face, language of approval and recognition is used. For example, sharing user creations with enthusiastic but non-intrusive comments reinforces this feeling. To respect negative face, strict instructions are entirely avoided, with recommendations given instead of directives. The resulting brand voice is that of an inspiring mentor and ally — someone who provides the tools, creates the conditions, and sincerely rejoices in the consumer’s discoveries and successe«Forest Dream» staff uniform
Communication Channels
Instagram and TikTok serve as the primary spaces for visual-semiotic storytelling. Short videos are used here, showcasing the magic of transforming parts into a creature. Short-form videos facilitate interaction and audience engagement, while the main feed becomes a gallery of user creations, serving as living proof of successful communication and strengthening the socio-cultural community. (TikTok and Instagram are banned in the Russian Federation)
The Website with an interactive configurator is a key cybernetic tool. It allows the user to «play» with part combinations online, receiving instant visual feedback.
Narrative
«You are not just buying a toy — you are creating a companion.» This narrative unfolds as a user journey consisting of several stages.
«Forest Dream» print materials
The journey begins with the call to acquire a kit for creating a forest creature. This is followed by the handover of tools — its components (e.g., fabric, stuffing from forest plants). Next comes assembly — a meditative, focused process where overcoming a small, consciously embedded challenge is designed to foster a personal attachment to the soft toy. The final act is naming the creature, where the user ultimately assigns personal meaning to the object.
Presentation for a Professional Audience
This audience decodes messages differently because they seek justification, systemic logic, methodology, prototypes, arguments for usability, and research relevance. They approach the product not as consumers but as critics.
«Forest Dream» print materials
Design System Logic (Cybernetic Tradition)
The «Forest Dream» project is not merely a set of products but a living, self-regulating design system. Its structure is based on consumer feedback, which influences part shapes, connection mechanics
Semiotic Layer (Semiotic Tradition)
The constructor’s visual language is deliberately built on the principle of indeterminacy. The character silhouettes allude to forest fauna but are intentionally abstract. Their forms are simplified, and the neutral color palette conveys universality and emotional calm. The shapes are streamlined
Sociocultural Insight
For professionals, it is important to demonstrate that the product is not an isolated object but a considered response to current sociocultural shifts.
- The DIY practice: The project legitimizes and structures the desire to create things by hand, shifting it from the realm of chaotic hobbyism to that of design thinking.
- Environmental awareness: The choice of materials, packaging approach, and the narrative of «creation, not consumption» directly appeal to the demand for mindful and responsible consumption.
- Emotional well-being: The focus is on mental well-being, emphasizing tactility and the slow process. These practices are social phenomena shaped by communication routines.
Phenomenological Experience
Professionals see how meaning is created through user experience:
Tactile design provides a rich sensory feel.
Physical assembly delivers satisfaction from constructing the toy.
Emotional connection unfolds as a personal journey, peaking when the user «brings the plush to life» and names it.
How This Strategy Was Developed
The semiotic tradition formed the foundation of the entire visual and material language of the brand. Communication is an exchange of signs and symbols. The forest motif alludes to nature and mysteries. The softness of the material directly signals comfort and safety. This system was structured so that, when assembled by the consumer, it would generate a new and unique sign — namely, the finished companion, the plush toy — whose meaning is now the product of personal interpretation.
The sociocultural tradition determined the context and rhetoric of the brand’s communication with its audience. Meanings are born within social practices. The brand doesn’t merely sell a toy; it invites participation in meditative rituals. It positions the assembly of the kit as an act of DIY creativity, in contrast to mass consumption, and as a form of shared family leisure. In this way, the brand becomes a participant in social processes significant to the target audience.
«Forest Dream» logo
The phenomenological tradition shifted the brand’s focus from transmitting a message to creating a personal experience. In line with the idea that meaning is generated through lived experience, the brand concentrated on the tactile and emotional aspects of interacting with the product. The packaging, the feel of the fabric — all serve as channels for forming deeply personal meaning, which cannot be fully conveyed through words or images alone.
The cybernetic tradition provided a model for managing the entire communication system. The strategy was conceived as a system with feedback loops. Social media, the interactive website, and various surveys were created precisely to gather data from consumers. Data is collected on what consumers like, what they find challenging, and what delights them.
«Forest Dream» print materials
The synthesis of interpretive and objective approaches ensures a balance between meaningful depth and practical functionality. The interpretive approach allows consumers to understand and project complex meanings onto the product, such as nostalgia or emotional connection. The objective approach provided the tools for designing the physical construction kit. This combination enables «Forest Dream» to be simultaneously an art object carrying personal significance and a product solving specific user tasks.
Packaging for «Forest Dream»
Thus, the communication strategy of «Forest Dream» serves as an example of how theoretical concepts from the course can be adapted into concrete design, marketing, and product solutions.
Bibliography
Communication Theory: Bridging Academia and Practice
Smart LMS URL: https://edu.hse.ru/course/view.php?id=133853 (дата обращения: 12.12.2025).
Источники изображений
https://portfolio.hse.ru/Project/187344 (дата обращения: 12.12.2025).
https://portfolio.hse.ru/Project/195198 (дата обращения: 12.12.2025).
https://leonardo.ai/ (дата обращения: 12.12.2025).
