Baby Alive Brand Guide
Spring 2020
THE CONCEPT
During my internship at Hasbro, Inc., I was a member of the Baby Alive design team, and took park in branding projects for the doll line.
For their fall 2020 launch, I constructed a 33-page brand guide that advises global retailers on how the brand and merchandise should be represented in stores and through online retailers. I developed new Baby Alive assets for advertisers to use, including badges, headers, posters, and infographics featuring the product.
BABY ALIVE DINO CUTIES
I developed initial packaging concepts for the Baby Alive "Dino Cuties", a special release in which the baby dolls wear dinosaur costumes. The specific theming needed packaging that diverges from the typical brand identity, so I began this process by developing a pitch that was eventually shown as a proof of concept.
SKETCHES
TOY PACKAGING PROTOTYPE
FINALIZED DINO CUTIES PRODUCT
My proof of concept was passed to the packaging department, and many design elements from my pitch made their way into the finalized packaging, specifically the layout of palm trees, volcanoes, pterodactyls, and the dinosaur illustrations found at the front of each box.