TOY PACKAGING
PACKAGING GRAPHICSMelissa and Doug’s wooden sandwich toy is redesigned to eliminate excess plastic packaging and to also create a reusable form related to the nature of the toy itself.
![](https://freight.cargo.site/t/original/i/ec7370fa250e1138a1339e499a274b797856a8414ef2aae7ccb108a7ad70f28b/IMG_6760_copy.jpg)
REDESIGNED PACKAGING
![](https://freight.cargo.site/t/original/i/28ec80cfc8048bbaf88a545943b32f94d943256ff14be488b39c0060ef0f98cf/t129562.002.jpeg)
![](https://freight.cargo.site/t/original/i/16d6e3f5367fc32bf1a3601e35a4a16ed0f64c31496dca673870d6cdd514cbd2/toyy000042-copy.png)
BEFORE & AFTER
Client’s Brief:
Melissa and Doug focuses on imaginative play that mimics real life, via wooden vehicles and play-food sets. The redesign of the packaging should emphasize on the company’s philosophy of open-ended play — that is, minimally structured free time without rules or goals and reduce excess/plastic packaging.
The existing packaging currently uses two layers of vacuumed formed plastic molds that sandwiches the toy pieces in addition to a plastic wrap around the entire box.
Design Rationale:
The redesigned structure not only allows for easy storage but also incorporates the packaging itself into the playing. Additional components such as a lid, dividers, manual, and ingredient menu all facilitate open play.
Client’s Brief:
Melissa and Doug focuses on imaginative play that mimics real life, via wooden vehicles and play-food sets. The redesign of the packaging should emphasize on the company’s philosophy of open-ended play — that is, minimally structured free time without rules or goals and reduce excess/plastic packaging.
The existing packaging currently uses two layers of vacuumed formed plastic molds that sandwiches the toy pieces in addition to a plastic wrap around the entire box.
Design Rationale:
The redesigned structure not only allows for easy storage but also incorporates the packaging itself into the playing. Additional components such as a lid, dividers, manual, and ingredient menu all facilitate open play.
![](https://freight.cargo.site/t/original/i/4a68056ea60c0c82f52509d8624c09d6ca63c42addd00ce9c6349735e1637603/sandwich_moodboard1.jpg)
![](https://freight.cargo.site/t/original/i/a4a5d0885fcf15fff5e02f9c6a46d6a37113020ae308cd7c8277995eb0ed2973/sandwich_moodboard2.jpg)
![](https://freight.cargo.site/t/original/i/6f205476a76629eade20ace6078ab417fb6487736068bf3600276136d6262e41/sandwich_moodboard3.jpg)
MOODBOARD RESEARCH & PROCESS
A look at competitors, case studies, and prototyping.
A look at competitors, case studies, and prototyping.
![](https://freight.cargo.site/t/original/i/399deac7883009aa946dc69de95885aecc9c7dfce6c986881af39607c8c0f274/sandwich_moodboard-08.png)
![](https://freight.cargo.site/t/original/i/abdae7921ffa89f1516228915935cec4b106e48a7ee54474d179cded39518cc6/toyy00044.jpg)
VISUAL ASSETS & ADDITIONAL COMPONENTS
Utilizing the existing packaging’s checkered pattern inside the tray, illustrations and additional components inspired by 50’s diners are created such as a interior background set, menu, and cutting board as a tray cover.
Utilizing the existing packaging’s checkered pattern inside the tray, illustrations and additional components inspired by 50’s diners are created such as a interior background set, menu, and cutting board as a tray cover.
HOW THE PACKAGING OPENS