Summary of my creative process and journey for the Hot Wheels® packaging/branding refresh for Mattel.
I created a line look for a new collector-focused segment called "Cars of the Decades." Each package had a unique car from each decade beginning with the 1930s. Here is my process for the 30s & 40s versions of packaging and some images of my creative inspiration.
These are some research examples for the 1950s and 1970s packages.
This is how the first five decades came together. I was able to make each decade unique, yet maintain the key brand elements that would allow them to live together as a collector segment.
Helped develop the packaging style guide that is distributed to dozens of licensees around the world and used as a road map for how to properly brand a Hot Wheels® package.
Once the line look was established with the packaging style guide, it easily worked effectively across several structures and price points. Wether as a closed box, partial window box, or an open tray, the branding remained solid and consistent.
