With a wide range of segments including dart blasters, vehicles and dinosaurs, Walmart looked to McHale Design to create an overarching identity for their private label brand Adventure Force. The McHale Team provided a Style Guide with a revised Adventure Force logo, dynamic patterns, and an easily adaptable modular system for the trade dress that allowed for diverse packaging applications. The brand redesign resulted in a powerful and unified shelf presence in the toy aisle.
The McHale Team created a clear branding hierarchy showcasing the action-oriented fun inherent in Adventure Force. Coordinated pattern colors represented different segments and helped pop the product from the packaging. Simplifying the multitude of feature callouts and utilizing angles to exaggerate movement, the focus was all on the toy.