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 individual 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