Fur by the Foot brought a bubblegum-inspired identity to a blind plush collectible series from Just Play. The brand identity and package design played on familiar gum packaging, pairing a bold parody logo with a bright pink case.

Colorful character illustrations connected the packaging to the plush inside, giving the series a playful visual language across its logo and package graphics. The case presentation made the product’s long, linked plush reveal part of the brand experience.

Work completed in-house at Just Play. Case sculpt by Sandy Huang and the Product Team. Character illustrations by Kellee Riley. Graphic design support from Brandon Rudolph.