Disney
Logo/Brand Design, Product Concepting, Package Design, Copywriting
BRIEF: Disney wanted to enter the baby personal care market with a full line of products for mass retail. The goal was to create something that felt credible at shelf, while staying unmistakably Disney.
CHALLENGE: Disney supplied the Disney Baby artwork and style guide, but everything else was open. I defined the product concepts, packaging direction, labels, and copywriting from the ground up and collaborated with an industrial designer on the bottle shapes.
RESEARCH: I studied the baby care category at mass market, looking closely at leading brands, shelf presence, bottle structures, label systems, copy tone, and formulations. The research helped identify where Disney could stand apart while still feeling relevant to the aisle.
APPROACH: I worked closely with an industrial designer to develop bottle shapes that supported ease of use, including one-handed use for parents. We also explored a silhouette inspired by Disney’s ear shape to strengthen brand recognition.
SOLUTION: I designed the labels, wrote the copy, and applied the Disney Baby artwork across the line. We developed two complete packaging directions and presented both.
RESULTS: Because of the success of this project, we were later asked to develop similar concepts for Winnie the Pooh, The Proud Family, and Kim Possible.
IMPACT: This project showed how research, industrial design, packaging, and storytelling can work together to build a believable new category for an established brand. It also led to more work across the Disney IP library.
