Go for the Gold!

Working with the internal team at Hearthsong, we identified an opportunity in the lawn games market for an elevated aesthetic that appealed equally to adults and kids. In order to stay aligned with our brand purpose of empowering imagination, I knew that a 100% traditional approach to the gameplay wouldn’t be a fit for Hearthsong and would be too strict for younger kids or casual adult players. I developed the idea of including an element that allowed players to use their imagination to modify the games and make their own rules.

The concept of “Go for the Gold” was born from this thought process. Using gold accents as the visual cue, these beautifully crafted games are made to play your own way. For example, with the cornhole set, players can assign a value and new game mechanism to the gold bags.

The elevated aesthetic was equally important, which meant that details of the wood type, finish, and color were keystones, as was the packaging. Most packaging in this space was a closed box or opaque bag (since the product typically isn’t worth displaying). I was proud to show off this line, so we used a clear vinyl bag with a distinct color scheme to unify the collection and show off the color palette that my design lead had crafted. I managed the packaging execution as well, developing the initial structural concepts and dielines and visualizing a variety of merchandising options for different retail executions.

This collection was displayed at the 2023 New York Toy Fair and was a highlight of the show.

My Role(s): Project Leader, Creative Direction, Packaging Design, Merchandising Design
Other Credits: Jill Olson

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