REBRANDING FOR A NEW GENERATION
Years of reworking the same tired designs while trying to extend a dated look led to the decision to completely overhaul the Play-Doh brand. The team took a ground floor approach as we began to think differently about everything from logos, color palettes, structures to even the possibility of changing the iconic "yellow can."
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.
