Welcome to the Jungle with Dixie® Craft-imals™

Dixie® Craft-imals™ introduced a clever collection of animal-inspired plates, cups and bowls aimed at parents looking for a simple way to entertain their children during meal and snack times. Besides functioning as disposable dishes, the products could also be cut and folded to create animal masks, finger puppets and new characters. Working with an Art Director who developed the surface design for this collection, we introduced the Dixie® Craft-imals™ story and characters across multiple creative channels—from a landing page to eCommerce pages and packaging—to help the Dixie® brand bring this new line to market and further diversify their product portfolio.

My early work with this sub-brand also involved creative and naming exercises around a variety of conceptual “design worlds” that would appeal to children. This included a series of mealtime dishes that could easily be trimmed and connected together to create entire city streetscapes for playtime. Once we landed on the jungle animal concept, I worked with our design team to develop the playful tone of voice for this collection across all creative touch points.