Refreshing a profitable brand

Take & toss was tired and out of date despite being one of the most profitable
Tomy brands. By leveraging the equity of the orange, organizing the message by what the consumer valued, the update improved its market position.

2012 old look

2013 update

2014 update
proposed

2012 old look

Strengthen a weak brand story

The First Years branding was rather generic. It was easy to see why it was in decline and losing market share. A proposed refresh with warm photography and web support could have made a big impact.