Project Overview

Client: UNG - Designed Systems Course
Timeline: 4 Weeks (Fall 2024)
Products: Packaging Box in 3 Varieties, Logo Redesign

Squishmallows are a well-loved plush toy brand known for their cute characters and soft, marshmallow-like filling. From their success, they made Squishville, a small collectible line that puts the fun of their plushes into mystery boxes.

The objective of this project was to redesign the visual identity of a small-scale consumer product in a minimalist approach. This constraint encouraged a more intentional design process, allowing for clarity and simplicity in expressing the brand's personality in a functional form.

Logo Redesign

The current Squishville logo features a fun, bouncy typeface with colorful outlines that appeal to its young audience. However, its reliance on colors, outlines, and decorative elements creates a visual complexity that impacts clarity and consistency throughout its application. With many intricate details, these often disappear when scaled to fit their intended small packages.

The goal of the redesign was to recreate a logo that is more cohesive, recognizable, and versatile while preserving the brand's iconic and playful personality. The logo needed to be simplified without sacrificing its identity.

For the logotype, I used Pinecone MVB. The type's rounded corners and bouncy form reflect the soft and playful nature of the plush brand. The letter "Q" was customized to incorporate a cat silhouette, creating a distinctive visual element that aligns the logo with the brand.

Packaging Die-Cut

In developing the packaging, the first few iterations were not as uniform and balanced as their final. There were many issues concerning spacing, uniformity, and the overall construction of the box itself.

As such, one of the most critical aspects of the project was product testing, making sure the printed box was functional while being cohesive and readable in its design.

Before

After

Process

View my design process for this particular project from beginning to end. The presentation features preliminary sketches, concepts, color palettes and other elements contributing to the visual identity of the project.