The Challenge
To create a compelling brand and design system that brought a unique squircle-shaped, multi-fidget toy to life. This meant building a rich narrative and playful world to give each character personality and meaning, while clearly communicating the toy’s interactive features in a way that instantly connected with kids and stood out on shelf. 

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My Role

As lead designer, I developed multiple iterations of the concept, presenting and refining ideas with stakeholders to navigate various constraints. With ASMR and tactile experience in mind, the packaging was designed to invite touch through bumpy edges and clever diecut details, creating a satisfying unboxing journey that connected the packaging to the playful nature of the toy itself.

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The Outcome

Squirkies stood out on shelves with its distinctive squircle shape, bold colour blocking, and playful brand world. The fully recyclable packaging set a new standard for sustainability within the company, regularly used a benchmark for its innovative design. The brand connected with kids seeking interactive and fun toys, backed by positive consumer feedback that confirmed its unique appeal.