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Binoculars rebranding from Hammer & Axe to Discovery #Mindblown
Hammer & Axe is an outdoor gifting-focused brand with a target audience of men and campers. Discovery #Mindblown is a kids' STEM toys brand encouraging kids to explore and experiment to play. TSG wanted to sell this binocular product to these different markets
RC Toys rebranding from Sharper Image to Black Series
Both Sharper Image and Black Series are cross-category retail brands, including remote control (RC) toys. Black Series caters to the Australian market while Sharper Image the rest of the world. Here are some examples of the packaging redesigns.
Toy RC Battle Tracks
Glow Stunt Drone
Sharper Image RC Toys Packaging Refresh
Sometimes brands just need to update their look to fit the current trends (while still staying on brand) more and attract more customers. The direction of the new designs was to make them look bold and simple. '77' symbolises the year Sharper Image was founded (1977). Here are some of the Sharper Image RC toys that Gaby designed for the new look, both the toys themselves and the packaging.
Toy RC Phantom Destroyer
Toy RC Thunder Thrasher
Toy RC Mountain Thrasher
FAO Schwarz Plush PDQ Design
Some of the plush collections from FAO Schwarz are often displayed in bulk, in PDQ.
Here's an example.
FAO Schwarz Plush "Planet Love" Collection International Hangtag Refresh
"Planet Love" is FAO Schwarz's sustainable plush line that uses recycled faux fur. To sell this line to the international market, TSG refreshed the original design from the US to a new look, designed by Gaby.
Original design
New design
