The success of your brand is just the beginning! Riding the tide of segmentation is a tried and true way to expand your brand, reaching a vastly wider audience.
Segmentation by Gender
Walmart’s successful 18” doll line, My Life As, is a great example of segmenting by gender. There was a repeated call from customers asking for a boy doll, so after over a year of development, Walmart beat their major competitors to the punch and introduced the My Life As School Boy.
Realizing that packaging a hip beanie-sporting boy in the same pink and purple ombré packaging wasn't going to fly, McHale Design worked with the Walmart development team to segment the existing MLA branding by adjusting the logo and brand colors to support the new boy doll. Further tweaks in the details included turning flowers into stars and butterflies into paper airplanes. The final packaging looks right at home on the shelf besides the MLA girl doll and the successful brand segmentation keeps both looking like they belong to the same family.
Segmentation by Color Coding
McHale Design also created a cohesive yet distinguishable brand strategy for Walmart's Adventure Force line, which combined a seemingly disparate collection of product, including roleplay weapons, die cast vehicles, plastic safari animals and even water play toys, under a single umbrella brand. McHale Design designed the logo, base color palette, and library of patterns that extend across every product package. A carefully crafted system of color segmentation denotes different product categories: orange/yellow for vehicles, cyan blue for roleplay, green for water play, etc.
Whether by graphics, color, or shape, there are many ways to segment a brand. Successful segmentation can be judged at the store level when you take a step back in the aisle and see the various sub brands on the shelf working together as one.