When learning apps fail to engage children
ECI PECI PEC was conceived as a studio dedicated to creating educational games and applications for children, at a time when the market was split between pure entertainment and rigid, low-engagement learning tools.
AZBUKA was developed as the studio’s flagship product, focused on teaching Serbian Cyrillic literacy through play, interaction and emotional connection rather than instruction alone.
AZBUKA was developed as the studio’s flagship product, a spelling and literacy app designed to help children learn Serbian Cyrillic through intuitive interaction and play.
Balancing play, pedagogy and parental trust
The core challenge was to design a digital learning experience that children enjoy using, parents trust, and educators recognize as meaningful.
This required aligning three often conflicting priorities: intuitive play, educational structure, and cultural relevance, within a single, coherent system.
The challenge was to create a digital learning experience that:
children enjoy using,
parents trust,
and educators recognize as meaningful.
This required balancing pedagogy, playfulness and cultural relevance within a single, coherent system.
Client:
ECI PECI PEC / AZBUKA
Services:
Brand Strategy, Visual and Verbal Identity Design, Branding, App development, Launch Campaign
Designing learning as a holistic experience
The project was approached as a complete learning system rather than a standalone app. ECI PECI PEC was positioned as a warm, friendly educational studio, while AZBUKA was designed as a learning companion, using illustration, sound, interaction and progression as active learning tools rather than decoration.
From studio identity to product experience
The scope covered the full creative and experiential ecosystem, including studio and product identity, illustration and character systems, UX and UI design for mobile and tablet, sound design, and launch communication.
All elements were designed to work together as a unified learning experience.
A scalable educational product with cultural relevance
The result was a distinctive and emotionally engaging educational app that enables children to learn Serbian Cyrillic through play. The project established a strong studio identity, demonstrated an end-to-end product and experience design approach, and created a foundation for future educational products within the same system.
