Pet Travel Carrier Play Sets / American Girl
ROLE:  Product Brand development, structure ideation, art direction and design layout,
icon & pattern development, photo art direction, paper photo-set design
This product packaging redesign was specifically geared toward sales in a new brand market— warehouse clubs. Work focused on adding play value to the package structure, and adapting design for both shelf and pallet merchandising. This new packaging design produced a 26% increase in sales for the product the first season in market.
Initial Concept Sketches: One key ask for this project was to create a package that could also remain part of the play-pattern after purchase. In the final solution, one end of the package opened and latched closed for easy in-and-out pet access, a printed insert gave the pet a cozy resting spot while on the go, and breathing holes in the top of the carrier kept pets comfortable.
Travel-themed iconography and product photography were paired with illustrations and patterns—pulled from the miniature story books included in each package—creating a lively, in-depth product story.
Detail of paper photo-set designs: Product photography was created using whimsical illustrated sets made from cut paper. Using cut paper trimmed the photo budget, allowing for more photography on each box to create a full travel story.
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