Family Game Branding That Hit The Jackpot
The back story
In the mid 1990s I was the Art Director for an iconic toy and game manufacturer named Cadaco. Their Tripoley game, among others, were family favorites for generations.
The challenge
Many of the long standing brands were starting to look out dated on the shelf and the buyers were losing interest. It was determined that a refresh of the packaging across the board was needed.
My boss warned me that refreshing classic brands was like “trying to put make up on your momma” because everyone will have strong opinions about it!
My work
After some extensive store audits to assess the trends and colors that were most common in the relevant aisles I created designs with dynamic imagery and vibrant colors that stood out compared to the competition.
For Tripoley I focused on a generations of family fun theme but with a more contemporary style.
For the line of childrens’ games I incorporated a lot of hand-drawn character illustration to give it new life.
When it came to the magic sets I tried to maximize the photography to emphasise how much came in each box.
The results
The response was overwhelming!
Sales of Tripoley actually doubled in the first year of the roll-out and led to additional shelf space at our biggest retailers.
Sales of the entire Family Games category jumped 10% thanks to the revitalized branding.
Let's Get To Work!
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