Yorkshire design and branding agency working on Teenage Mutant Ninja Turtles sub brand.

Analogue completes third global packaging project for Nickelodeon

Leeds-based design and branding agency Analogue has just completed work on its third global packaging project for Nickelodeon.

The firm has created the brand identity and packaging for the new line of Half-Shell Heroes toys – an extension of the Teenage Mutant Ninja Turtles franchise.

The launch of the new line is expected to coincide with the new movie, which hits US cinemas from August 8th and the UK on October 17th.

The agency – founded in 2005 by creative director Barry Darnell – has worked alongside Nickelodeon’s New York office and global toy distributor, Playmates, to bring the new adaptation to life.

The hand-crafted product packaging and typography has been designed to appeal to the brand’s ‘pre-cool’ target audience of three to five year olds, and maximise the visual impact of the toys on shelves in store across the globe.

"Having grown up with Teenage Mutant Ninja Turtles, it was a privilege to be a part of creating the branding for the latest addition to the Turtles line-up," said Darnell. "Nickelodeon and Playmates wanted Half-Shell Heroes to be the little brother of the current toy range, so that it felt like part of the same family but still had unique appeal.

"We created a bold ‘manhole cover’ identity as well as typography for the packaging that takes its cues from the Turtle’s hands and feet – meaning that it is still recognisable as part of the Turtles family.

"The overall aesthetic of Half-Shell Heroes uses complementing styles of grunge and high glass to ensure that it appeals to Nickelodeon’s target age range of three to five year olds."

Analogue has previously worked on merchandise and packaging guidelines for Spongebob Squarepants, as well as re-designing a packaging range for Beatrix Potter’s Peter Rabbit.

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