Play-Doh // Packaging Design

The Client: Play-Doh

The Challenge: Create a Target-exclusive brand identity and line of packaging to generate sales of a $5 million Retro Play-Doh product offering.

The Objective: Develop a unique brand and packaging experience catered to the exclusive retro product offering.

My Role: Senior Graphic Designer // To create a fresh take on Play-Doh's retro branding, I researched Play-Doh's generations of packaging to gather inspiration. I brought back to the original Play-Doh logo to help generate nostalgia amongst gift-givers and other older shoppers, and I added a 70s style multi-color stripe to keep the branding feeling cross-generational without losing its cool factor. I partnered with an illustrator to create a unique style that blends classic 60s style illustration with a modern color palette.

The Results: Top-notch sales performance that led to the retailer bring the product offering back into stores as a long-tail initiative.

Credits: Art Direction - Ariel Suom, Illustration: Tim Mendola Artists