With a line of ultra-durable dog toys headed for production, P.L.A.Y. needed high-energy packaging to capture the attention of pet-loving shoppers in a booming product landscape.

With toy production already underway and a launch plan in hand, P.L.A.Y. knew the success of this line hinged on high-impact differentiation in a saturated store setting. Abbie was entrusted to create a distinctive shelf impression with packaging to capture the attention of pet parents while communicating the high-energy, indestructible fun ahead for their furry friends.

The resulting family of packaging presents this tough line of toys with superhero inspired messaging and visuals, and features the product front-and-center, ready for curious hands or noses alike. Smile-worthy copy continues the comic book theme, seamlessly communicating product features and the P.L.A.Y. brand values — thoughtful design, lasting quality, and mindful impact. Now among the brand’s bestselling outdoor toys, the ZoomieRex product line is winning over pet playtime by leaps and bounds.

Creative direction, art direction, design, and copywriting: Abbie Goetting
P.L.A.Y. logo provided by P.L.A.Y
ZoomieRex product name provided by P.L.A.Y.