The retail branding for Star Wars, the #1 Boys Action brand in the world, has been in the trusted hands of Pilot for many years. As a creative partner to Lucasfilm, we have consistently created a visual presence on shelf that grabs the consumer’s attention with dramatic newness.
THE CHALLENGE
With brand heritage in mind, develop innovative key art and supporting graphic elements that will define the annual look of the brand. Secondly, write an instructional guide which directs the application of brand look onto the myriad of unique packaging structures, merchandising campaigns and retail environments.
GETTING TO WORK
Work begins with research into competitive sets and upcoming theatrical releases, Pilot determines the brands color, and design language while exploring key art potential. The key art explorations begin with pencil sketches and creative back and forth discussions with Lucasfilm. Former Lucas Licensing Director of Global Product Development Stacy Cheregotis said “we look to them (Pilot) for cutting edge design and creativity.”
Key art for packaging is custom artwork created from detailed reference supplied by Lucasfilm. The customization is required to have art properly flow and be integrated to packaging die lines. In addition, art must be painted in colors and styles conducive to four color process printing.
Although the packaging style guide must consider the broad usage of a global brand, it must consider delivering a custom feel to it’s master toy license Hasbro. Undeniably, the highly collected and revered action figure package is the crown jewel of the line. An additional challenge presents itself when creating a unique action figure pack in a way that ties back to the more general global line.
Potential designs are fleshed out among common industry pack structures to test out functionality. Meanwhile, custom explorations are completed for the action figure line. The goal is to be innovative with the structure engineering in a way that integrates graphic design and illustration.
The written guidelines need to be clear and concise and leave licensee’s with a roadmap to creating a look on shelf that is succinct with other licensee’s Star Wars products.
THE OUTCOME
Year after year Pilot has embraced the challenge and delivered action packed retail branding that exceeded the expectations of both the licensees and legions of
diehard fans. The custom look and feel of the design will leave a lasting legacy
that will be appreciated both now and years into the future.
diehard fans. The custom look and feel of the design will leave a lasting legacy
that will be appreciated both now and years into the future.
Each year has had unique trials but the process and subsequent outcome
has always been the same. Pilot has continued to deliver world-class,
dramatic branding.
has always been the same. Pilot has continued to deliver world-class,
dramatic branding.
