Oh, trends, how I know thy name! As mentioned over in the Idea Book case study, Toysmith curated and produced a line of gift products aimed at adults featuring light bathroom humor, nostalgia, and fidget fun. The packaging design was meant to be full of visual and wordy trendiness to bring a smile to the face of working adults!
We targeted millennials in our packaging for 2020 in products offered and most certainly in the accompanying visuals and messaging. One of our talented designers created custom Memojis of several of our millennial coworkers to use in a running theme across all the packaging.
Behind the scenes, I began researching and brainstorming lists of buzzwords, punny phrases, and the general vernacular to assign to the items they best suited, keeping it all digital for an easy copypaste versus my usual Sharpie and notebook.
Sales and customer service reported the packaging a hit, bringing in revenue and verbal praise collectively.
Family Look Challenge
The trouble with a branded look can be that it'll often take away some of the individuality and FUN of the item if each and every package carries the same look, copypaste-style. To bring a collection of items together with similarities such as the penguins below, I devised a system where a select number of typefaces, often three, along with a color palette and sometimes a pattern or texture were gathered into a "family look," where the designer had freedom to employ the design elements as wanted to the packaging. When viewed collectively, the items retained a commonality that looked polished on the shelf.
Again, sales, orders, and customer feedback made this solution a general hit inside and outside the company.