PLAY DAY REBRAND
WALMART
READY TO PLAY?
Offering a wide selection of indoor/outdoor toys, Play Day is a staple private label brand in Walmart’s toy aisle. When Walmart sought to refresh the brand, we jumped at the opportunity, instilling a contemporary, new energy that shouts “Let’s Play!” With an updated logo, color palette, typography and modular brand layout, our redesign refreshes the branding and packaging with the essence of Play Day—celebrating joyful, imaginative fun.
MOOD BOARDS
Beginning with a competitive market analysis, we developed mood boards that evoke the vision and essence of the brand. Color, textures, typography and photography exploration clarify the design direction.
LOGO REDESIGN
Focus group feedback informed us that the existing Play Day logo and red brand color invoked familiarity and established connections to its core consumers.
Our logo concepts range from evolutionary to revolutionary while keeping the brand values of “fun, playful, and active.”
The chosen logo incorporates an updated typeface, unique holder shape, and fun circle elements while preserving the brand equity of the original logo colors.
MODULAR SOLUTIONS
THE PLAY GOES FAR AND WIDE
The Play Day brand covers hundreds of SKUs on shelves in over 10,000 Walmart stores worldwide. Such a wide range of packaging sizes and shapes required a modular design solution that would ensure brand consistency on package and on shelf.
