GIANT has produced a complete overhaul of the Chad Valley brand and its packaging for this iconic range of toys and games. Argos acquired this much-loved brand from Woolworths in 2009.
The project involved developing navigators and sub-brands to highlight the 9 ranges of toys, including Pre-School, Let’s Pretend, Action and Making Music. A total of 200 products required packaging and creative guidelines. Consistency was important without diminishing the impact of each product.
The fact that the purchasing process is a complete cultural shift from the normal ‘off-the- shelf’ requirements of toy packaging made the project all the more demanding. Creating the new packaging for Argos to promote a product in-store, for the first time, would be significant in our considerations for the overall designs.
Packaging that is self-propelling. GIANT