Back in 2019, we started the rebranding effort to Hasbro’s animatronic pet line of toys, called FurReal. The new branding was set to be revealed in 2020. The new branding graphics are inspired by paper-cut elements and textures. Patterns lean into fashion trendy prints. Our biggest challenge was to tell a story on our packages that were fun and cute so kids could imagine playing in a world of FurReal.
While brainstorming what our core essence was, along with my cross-functional partners (marketing & brandwriting) the team aligned on our core set of principles that made us standout from the competition. I then took those ideas and created a visual representation of our guiding strategy. With our future mapped out, we had a clear direction of where to take the brand and how.
We identified our core consumer, girls 4-6 years old, and crafted a visual approach to target her. We knew we had to visually tell her stories, of our pets. So, we wanted to bring lots of fun & personality to our character illustrations.
It was important for me to create a consistent line-look by standardizing certain branding design elements, for a consistent brand representation on-shelf. Just as important, was to create a story for each toy by putting these pet friends in a fun environment that makes sense for the features and animal type.
FurReal is a brand with many segments. Each segment needed a fun logo lock-up.
