Opportunity: With steady growth in the adult coloring market, Darice saw the chance to launch its own custom-illustrated coloring products. Introducing a new product line from scratch, they needed a strategy for naming, branding, and packaging for retail. 

The Change: The new brand name, Bright & Bold, speaks to the energetic nature of the products and the brightly colored markets used. The logo nods to the handmade quality of crafts while maintaining legibility. We worked closely with retail design partners to create packaging that could readily work in various retail sets or PDQs. The product lineup stands out in stores while maintaining a consistent aesthetic delineated with distinct colors for each offering. 

Impact: Since launching in select test stores in 2016, Bright & Bold coloring products have expanded exponentially to national retailers from Amazon to Walmart.