Creative direction for the Shrinky Dinks brand identity and packaging system redesign. Leveraged equitable assets from the previous system and package architecture's angles, toss patterns and 1-2-3 step images – improving, where possible. Streamlined the brand identity to color code for age groups, with "hanging signs" for "Junior" (6-9), "Original" (10-14), and "Creator" (14+). "Junior" category line includes licensed and non-licensed SKUs. Licensed packaging has a new package design architecture to prioritize the prevention of large licensed artwork, supported by color and toss patterns from their respective style guides. "Original" also has seasonal packaging, and the coloring to align with each holiday. "Creator" has a simplified package design system to show off lifestyle photography. All packaging is paperboard and closed (no windows) to be mindful of using less plastic and inner pack out materials. Graphic Design credit to Daniel McGovern.
