Monkey Noodle

Objective: create conceptual retail packaging to translate Monkey Noodle's successful ecommerce line of sensory toys into a shelf-ready Walmart pitch.

Role: Creative Direction

Design: Paulina Villaflor

Art Director: Monica Tabag

Copywriting: Monica English

The original Monkey Noodle branding presented a confusing hierarchy to consumers, with different treatments of logo, brand, manufacturer (Impresa), and naming conventions across the portfolio. For many products, it also used a brown kraft-look board that would be an obstacle for vivid printing for a retail environment.

We also wanted to explore a diecut window that would let shoppers explore the tactile nature of the products.

We consolidated the identity into a simple wordmark. The brand's positioning as the "original" is important. They recently secured the trademark and were able to boost their defense against a myriad of copycats on Amazon, and we wanted to reinforce this messaging.

We also coined a new tagline for the brand that would convey the unique purpose/category of these toys in a very straightforward way. At first glance these products can be ambiguous, so we wanted to offset this with a simple, prominent message.