Sesame Workshop, the nonprofit organization behind ‘Sesame Street’, has joined forces with brand extension agency Parham Santanato to redesign its consumer products packaging worldwide.
As part of the packaging refresh, Parham Santana removed the marketing clutter on Sesame Street packages and incorporated big furry photos of Sesame Street Muppet faces on each package across every product category.
By moving educational and developmental cues to an area on the back, the new packs also got some white space.
In order to understand the essence and manufacturing, promotional needs of the brand, Parham Santana met with key stakeholders and vendor partners, and also audited retailers to uncover stand out merchandising opportunities.
The agency delivered packaging guidelines, which unify and streamline packaging and merchandising design, for all Sesame Street products including toys, health and beauty aids, apparel and DVDs.
