+ LITTLEST PET SHOP
+ REBRAND
+ PACKAGING INNOVATION
+ LITTLEST PET SHOP + REBRAND + PACKAGING INNOVATION
As acting Art Director for the Littlest Pet Shop rebrand, I led a strategic shift in visual identity and packaging design to reimagine the brand for a new generation. Our goal was to break away from the pink-saturated norms of the girl toy aisle and create a more inclusive, modern aesthetic that reflected creativity and self-expression.
I directed the development of a new illustration style and visual system, guiding artists and designers to bring a fresh, vibrant personality to the brand. Packaging concepts were redesigned with sustainability and interactivity in mind — incorporating bioplastics and showcasing customizable pets that encourage hands-on creativity.
This rebrand aligned product innovation with purposeful design, positioning Littlest Pet Shop as a future-forward brand that empowers kids to create, decorate, and play on their own terms.
Role
Art Director + Illustrator
Project
Rebranding + Packaging
Client
Hasbro
Agency
Day6 Creative
Years Active
2010-2012
Pets on the go
Directed and illustrated a versatile air-to-sea themed world designed to unify all pet characters across product lines. The illustration was crafted to serve as a cohesive brand environment — adaptable across packaging, digital, and merchandising — capturing the playful spirit of Littlest Pet Shop while offering storytelling flexibility for pets from land, sea, and sky.
Travel Pets
Collaborated closely with engineers to develop innovative packaging for the Littlest Pet Shop rebrand — including a collectible purse that showcased multiple toy pets in a playful, display-worthy format. Designed to enhance shelf appeal and unboxing experience, the purse became a top seller and has since become a sought-after collectible among fans.
Packaging Reinvented
Partnered with cross-functional creative teams from Dallas to Pawtucket to lead the Littlest Pet Shop rebrand — a bold effort to break convention in the pink-saturated toy aisle. The rebrand pushed the boundaries of packaging design through the exploration of new materials, interactive formats, and fresh illustration styles that redefined the brand’s visual language and shelf presence. Concepting packaging with bioplastics allowed for a minimal yet modern approach, particularly for the Sparkle & Shine and Deco-Pets lines — balancing sustainability with playful, collectible appeal.
