Duffy & Partners has updated Fisher-Price's identity, overhauling its brand colour scheme in favour of a slightly retro, almost 1970s-style colour scheme and more prominent use of photography rather than cutesy characters.
Duffy has created a new brand identity, brand language, packaging system, point of sale materials and collateral – though the traditional logo remains.
Duffy’s design for Fisher-Price is designed to "create a clear and cohesive message that encompasses over 3,000 products sold across the world" that's based around a new logotype (above).
The new identity covers Fisher-Price's entire range: from pre-natal and infant gear to toys for infants and preschoolers. The new packaging will be available in 30 different countries and translated into 10 languages.