RELAUNCHING THE CLASSIC HASBRO BRAND
After years of reworking the same familiar designs while trying to stretch a dated look, the time was right for a complete reinvention of the Play-Doh brand. Our approach was that nothing was off limits–from the logo and color palette to packaging structures, even daring to reconsider the iconic yellow can itself.
360° turn for the new Play-Doh Poppin' Movie Snack Play Set
WHAT ABOUT THE CAN?
Taking inspiration from what was happening in the bottled water industry, we questioned what could be done to refresh and extend the life of the basic Play-Doh can. Noting that a lot of cans get repurposed after the Doh is gone, we presented concepts for a translucent inter-connecting container. This container could double as storage for crafts or other small items, and potentially have built-in tools/imprints. Ultimately cost and shipping logistics prevented us from developing a new Doh container... but the possibilities were very exciting.
After a healthy competition, one of my designs was chosen. Now to develop the brand guidelines.
