Creative direction refreshed the Shrinky Dinks brand identity and packaging architecture while retaining recognizable assets from the previous system. Revised angles, toss patterns, and 1-2-3 step images organized the redesign around the product's familiar make-and-shrink process.

Color coding distinguished Junior (ages 5–9), Original (ages 10–14), and Creator (ages 14+). The approach extended across licensed, original, and seasonal products, with lifestyle photography leading the simplified Creator range. Closed paperboard packaging reduced the use of plastic and inner pack-out materials.

Graphic design: Daniel McGovern.

Work completed in-house at Just Play.