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Sesame Street

Sesame Workshop was looking to refresh and modernize its global consumer product packaging design system, and it was imperative for it to have global consistency with a level of flexibility across many applications and modules. It also needed to consider balancing the marketing objectives of both the properties and the licensed partners.

A decade had passed since the last redesign, and we knew it was necessary to conduct a deep dive into consumer trends, category standards, and the competitive landscape to understand where we could push the brand forward. Special consideration was given to various distribution tiers, building out an effective e-commerce packaging experience, and potential overarching sustainability strategies for partners. Our solution created a consumer packaging and activation system that fully brings the brand attributes to life and drives awareness of the brand’s mission. 

Brand Guidelines
Package Design
Interactive Design

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