National Geographic™

STEM Toys

role:

Lead Designer

2019-present

overview:

The National Geographic STEM toys cover a large range of categories and are an educational and fun way to introduce kids to science. While mostly selling online, Blue Marble wanted to really push the line into retail stores such as Walmart and Target. Much of the existing packaging was designed solely for online sales and did not have a consistent look that would be suitable for retail. It was decided to rework a large portion of SKUs to have a much more united look and be more retail-friendly on the shelf.

solution:

To create a cohesive and retail-friendly packaging line, we made several key design changes from our original online packaging. The primary issue we identified was that our online packaging didn't effectively convey the product's play pattern or features. To address this, we:
  • Redesigned the main artwork to better represent the final product and user experience.
  • Enhanced the inclusion of engaging lifestyles, infographics, and callouts to provide clearer product information to customers.
  • Standardized the background to a light blue, allowing the National Geographic Logo to enhance visibility on shelves and unify the product line.

my role:

As the lead designer, I focused on enhancing retail packaging's appeal and clarity. I revamped the main artwork and have designed over 50+ custom packages in this new style since.

retail packaging update

Our old packaging lacked clarity for customers. We rarely showcased the actual product, so I aimed to boost transparency. I focused on adding infographics to expand clarity and redesigned the main artwork to better reflect the play experience and the final product's appearance. This packaging style was a hit with retailers, enabling us to enter high-volume stores, and it remains our standard today

packaging process

When designing packaging for our NG STEM line, my focus is on clear and instant communication of the product's key concept. For instance, in the case of the Volcano Toss box, we aimed to convey it as an outdoor toy for group play.
Once I determine the presentation approach, I streamline the marketing to ensure the information flow guides customers to grasp our core concept. If needed, I suggest callouts or infographics for clarity. Then, I create compositions, utilizing photo manipulation and illustration, to craft an engaging, imaginative world that captures children's excitement.
This is the initial layout I use for a new box. I arrange all the marketing info to create a smooth information flow. If needed, I collaborate with the marketing team to refine key points for customer clarity. Once stakeholders approve the rough layout, I proceed to develop the final composition.
Volcano Toss was an exciting project where I conceived the initial product idea, presented it to stakeholders, and it was developed into a real product. I'm credited as one of the original designer on the patent.

prev. page

next page

Designed and built by Kassia Zegzdryn