+ LITTLEST PET SHOP
+ REBRAND
+ PACKAGING INNOVATION
+ LITTLEST PET SHOP + REBRAND + PACKAGING INNOVATION
Role
Art Director + Illustrator
Project
Rebranding + Packaging
Client
Hasbro
Agency
Day6 Creative
Years Active
2010-2012
Overview
Establish a bold new illustration style and cohesive visual system, collaborating directly with engineers, marketers and designers to imbue the brand with fresh energy and personality. Revamp packaging to emphasize sustainability and engagement—integrating bioplastics and features like customizable pets that invite hands-on creativity.
Approach
As Acting Art Director for the Littlest Pet Shop rebrand, I led the transformation of the brand’s visual identity and packaging. The objective was to break free from the pink-saturated norms of the girl toy aisle and create a modern, inclusive aesthetic that encourages creativity and self-expression for a new generation of children.
Impact
The rebrand successfully aligned product innovation with design purpose, positioning Littlest Pet Shop as a forward-looking brand that empowers kids to create, decorate, and play on their own terms, while setting new standards for inclusivity and sustainability in the toy category.
Recognition & Awards
Played a key role in Hasbro being honored with the Environmental Merit Award by the U.S. Environmental Protection Agency—an acknowledgement of the company’s leadership in environmental sustainability, including packaging innovations Hasbro Investor Relations. This award underscores how the rebrand not only refreshed the visual identity but reinforced meaningful environmental stewardship.
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.
