Product design is sometimes accused of being a ‘label slap’ of graphics onto generic product.

The challenge here was to change perceptions of what can be achieved by using the characters to tell as story across the product.

I commissioned new character art and a style guide demonstrating how characters help bring product to life through humourous and unexpected character execution, product enhancement and usage of multiple product surfaces.

The result were new products with a fresh twist and the term became synonymous across the business with storytelling

Creative Direction / Dominic Gregory
Design / Clelia Lobba
Character Art / Matt Cruickshank / Stephane Kardos / Gerben Steenks