Candy Land is one of Hasbro’s most iconic and nostalgic brands, so getting the rebrand right was essential. We began with extensive qualitative and quantitative testing, exploring three distinct visual directions for both environments and characters to understand what resonated most with today’s kids while still honoring the classic world people remember.

Once we identified the strongest path forward, we focused on evolving the beloved characters—bringing them closer to their original identities but updating them with a modern aesthetic, richer personality, and thoughtful DEI representation. From there, I expanded the world-building, designing each character’s land in full: landscapes, castles, environmental details, and new animal friends that added depth and storytelling potential.

This new visual universe extended across all consumer touchpoints, including packaging, product componentry, and a new storybook for kids. I also led a full photography and video shoot to capture the reimagined world in a cohesive, ownable way. Finally, I built a comprehensive brand bible that outlined the lore, character backstories, visual system, and usage guidelines—serving as a foundation for partners developing consumer products, merchandising, and digital branding.

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This work was made possible through the incredible partnership of my cross-functional peers. While I led the creative vision and art direction, these collaborators played key roles in bringing the project to life: Kate Sylvia (Marketing), Valley Shaia (Narrative Design), Pat Jackson (Product Design), Red Central (sizzle video editing).