Better Blocks
Better Blocks

Reintroducing a Nostalgic Toy Brand

Better Blocks, a classic "As Seen on TV" toy brand, sought to carve out a unique space alongside Lego® with their innovative bendable blocks that were designed to bring more movement and creativity to children's play. They partnered with MLM to revitalize their packaging and reimagine their brand identity, aligning it with the excitement of their new product launch and setting the stage for a dynamic entry into the marketplace.

Client:

Industries:

Toys & Games, Consumer Goods

Services:

3D Renderings
Brand Identity
Packaging Design
Product Photography
Production Art
Prototyping
Illustration
Industrial Design

Challenge

Better Blocks needed a ground-up redesign that captured the playful energy of the original brand, while updating it for the 21st century.

Solution

We used a multidisciplinary brand development process to develop a unique brand identity and container that references the original brand while sparking imagination at a store or in a user’s home.

Impact

The team at Better Blocks had a ready-to-sell custom container with a new brand identity just under six months after project kickoff, allowing them to meet their production and marketing deadlines.
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Reinventing a Classic Container

We successfully balanced new materials, enhanced aesthetics, and advanced molding techniques while preserving key functional features. This approach reduced shipping volume, improved stack-ability, showcased the new blocks in retail environments, and, most importantly, captured customers’ attention.

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Inspiring Imagination with Key Brand Elements

By channeling our inner child and drawing inspiration from the original 90s brand, we redesigned the logo, updated the block colors, and created sample builds to use throughout the packaging. Playful illustrations and vibrant graphics allowed us to capture children’s attention while evoking nostalgia in parents who once played with Better Blocks themselves.

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