2020
Mongdies, a leading brand in the baby cosmetics market, identified a need for oral hygiene habits among growing children aged 5 to 10. They sought a packaging concept for a kids' edition that leverages the beloved SpongeBob character to appeal to young consumers.
Since SpongeBob is a character under Nickelodeon, strict guidelines had to be followed when incorporating him into the packaging. This made effective communication between the representatives of Nickelodeon and Mongdies crucial, ensuring that the guidelines were accurately understood. Additionally, a creative yet compliant concept was required.
Based on the importance of communication and guideline compliance, I proposed incorporating the character’s expression prominently on the front of the packaging to seamlessly integrate it. By wrapping the product in the signature color associated with the character, we clearly differentiated between the two characters, setting the collaboration product apart from others. Additionally, prompt communication with the responsible parties and the preparation of guideline compliance reports helped successfully complete the project.
Drafts
Due to budget constraints, toothbrush production was not carried out, and the planned set product was not launched. However, subsequently, I participated in the development of an expanded kids product line, handling six additional design projects. All products are currently available on the Mongdies website, and the dental line has received widespread acclaim with over 2,000 reviews.
■ Credit
- Creative Director: Jeyoun Lee
- Director: Bobae Kim
- Lead Designer: Hyuna Nam
■ Photo is property of Mongdies.
■ Used for portfolio demonstration purposes only.