Private Label Action!


Branding • Style Guide • Packaging

Adventure comes in many forms! Whether blasting with water or foam darts, racing to the rescue in a Fire Truck or to the finish line in a Formula One racecar, we’ve got you covered. Walmart looked to McHale Design to create an overarching identity for their private label boys toy brand. A Style Guide with versatile logo, dynamic patterns, and an easily adaptable modular trade dress system allowed for diverse packaging applications. The brand redesign resulted in a powerful and unified shelf presence in the toy aisle.


Aiming for Clarity

We created a clear branding hierarchy showcasing the action-oriented fun. 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.

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