Pumpkin Patch wanted to differentiate itself as a specialty retailer that sells high-quality, upscale apparel and accessories. To achieve this goal, Pumpkin Patch needed packaging, specifically bags and hang tags for its apparel, to develop a distinct, readily recognizable image that would distinguish the company in the children’s clothing market. The target audience was parents aged twenty-five to forty with incomes greater than $60,000 per year, shopping for newborns to preschool-age children. They lived in suburban communities outside of metropolitan areas and were concerned about staying up-to-date with their children’s fashions as well as their own.
Solution: The solution was to create packaging that incorporated bright colors and unique illustrations to create a consistent, cohesive brand. Jungle animals were the inspiration for the new bag and hang tag designs because they are used on several items of Pumpkin Patch apparel. Additionally, stuffed animals are a favorite children’s toy and animals are common characters in children’s movies and storybooks. The animals were created in a variety of colors, and the moveable die cut related a playful undertone. Each age group had a specific hang tag animal. These hang tags made the shopping experience more convenient by enabling buyers to coordinate outfits and find the appropriate clothing items. In addition, these hang tags went beyond making the shopping experience run smoothly. On the underside of each die cut animal was a fun story about that particular hang tag animal, which further personalized the clothing and enhanced the shopping experience.