READY TO PLAY?

Play Day Branding Packaging

Offering a wide selection of indoor/outdoor toys, Play Day is a staple private label brand in Walmart’s toy aisle. When Walmart sought to refresh the Play Day branding and packaging, we jumped at the opportunity.  Our goal? To instill a contemporary, new energy. With an updated logo, color palette, typography, and modular brand layout, our redesign refreshes the brand with a Let’s Play attitude.

Play Day Branding Packaging stands out as a beacon of joy and imagination. McHale Design, with our expertise in creating fun, colorful, and energetic graphics, has reinvigorated this beloved private-label brand. 

Market Analysis

Beginning with a competitive market analysis, we developed mood boards that evoke the vision and essence of the brand. Color, textures, typography, and photography exploration clarify the design direction.

Our team dove into the world of Play Day with a vision to encapsulate the essence of childhood wonder. The updated logo is a symbol of innovation. The color palette reflects boundless creativity, and the typography a testament to our commitment to excitement. The modular brand layout we introduced is a game-changer, offering flexibility and a fresh perspective that aligns with the dynamic nature of play.

Focus group feedback informed us that the existing Play Day logo and red brand color invoked familiarity and established connections to its core consumers.

Our logo concepts range from evolutionary to revolutionary while keeping the brand values of “fun, playful, and active.”

The chosen logo incorporates an updated typeface, unique holder shape, and fun circle elements while preserving the brand equity of the original logo colors.

The Play Day brand covers hundreds of SKUs on shelves in over 10,000 Walmart stores worldwide. Such a wide range of packaging sizes and shapes required a modular design solution to ensure brand consistency.