ABOUT

BLOB is a complete brand identity and packaging system for a kids' creative play brand, built on one idea: the best creative toys don't show children what to make, they just hand over good materials and get out of the way. Where most kids' packaging over-illustrates a finished outcome to reassure the parent buying it, BLOB leaves that outcome deliberately open — embodied by a shapeshifting mascot with no fixed form, becoming whatever each product needs it to be.

This case study covers the full identity: logo and visual system, a color-coded four-product packaging line spanning clay, markers, building blocks, and an activity book, a mascot system built around shapelessness as a design principle, and a campaign speaking directly to parents rather than promising a specific skill-building result.

Role: Brand Identity & Packaging Design (end-to-end)
Scope: Logo & visual system, packaging, campaign design