A live project to brand a classic retro toy with a new identity and name. I wanted to step away from the typical tropes that would be lazy to rely on - a retro style, calling back to old fashioned packaging. Instead, I wanted to go for a cleaner, more modern and gadgety look, playing more on the idea of puzzle brands such as Brain Training.
I also generated the name "Muddle Puzzle" as the new brand identity. I thought it was both a fun name and one which represented the product well, becoming a slight tongue-twister to signify the challenge of the product. This would be carried on with the two Muddle Puzzle subbrands - The Double Muddle Puzzle and the Mini Muddle Puzzle.
This product was well received on the highstreet and was available in several prestigious and high-end retailers, such as Halmelys and Selfridges.
