Crayola

Creating an icon

How do you re-establish Crayola's package design as proof of the brand's pre-eminence in crayon quality?

How do you re-establish Crayola's package design as proof of the brand's pre-eminence in crayon quality?

The Answer

Renovate the brand architecture to restore its position as an icon in the contemporary retail landscape. We revitalized the package design, combining all the existing brand equities and featuring them on the consumer facing part of the packaging. A more vibrant yellow and a crisper green chevron were incorporated.

We developed the Crayola “Smile” and incorporated it on all packages by creating a die-cut in the package allowing the colorful crayons to show through (and via a printed image of the “smile” on larger boxes).