Creature Cottages: Package Design
Challenge
Create packaging for a new line of products under an existing brand. The designs must include both an interior label and exterior paperboard package. The project was also expanded to include a digital rendering of a point of purchase display.
Process
I chose the brand Melissa & Doug, which is known for their wooden kids’ toys and for valuing creative, screen-free play. Each box includes a plush toy and a smaller wooden box with a mini educational activity book and some wooden “animal food.” I printed and bound the mini books by hand. For the wooden food, I created vector shapes and used a laser cutter to cut them out of wood, then drew details on top. I also used the laser cutter to burn the Melissa & Doug logo onto the box lids. I created custom dielines for the paperboard houses.
Process
The package is designed as a house for the animal—including the inside, with wallpaper, curtains, and a removable rug. The outside designs are based on each animal’s real-life habitat, with the same shingle roof on each, to create consistency and to sell the cottage concept. The different habitats also create a distinct color theme for each box, evidenced by the type and illustrations, and matching the smaller box labels inside. The minimal text and illustrated cottage theme create uniqueness and turn the package into something the child will want to keep and play with as part of the toy, adding sustainability to the design.
Point of Purchase
The point of purchase display would be found in a bookstore with a kids’ section. The main table is 2.5 feet high—an appropriate height for children to see and interact with. Attached to the tabletop are wooden landmarks from the animals’ habitats, plus there are samples of the product (the stuffed toys) available for kids to play with. There are paths between the different environments on the table, as if the animals live in a neighborhood together, which was inspired by play tables and rugs for kids. The tree on top of the main table is 4 feet tall, and has the logo and selling points displayed on the leaves. This is at eye level for parents, so they don’t miss the display and quickly notice that the product is not only fun, but educational.
Results
The final result of the project is a set of three interactive toys with custom sustainable packaging, and a point of purchase display that complements and amplifies its unique selling points. The POP display also recieved a silver AAF award in the regional student division.
