PLUSHiES
Plushies
Services
Brand Strategy & Design
Logo & Identity Design
Packaging Design
Digital & Content Design
Marketing & Communications
Project Overview
Plushies is a house brand developed for Prices Plus — a dedicated range of kids soft toys designed to sit comfortably within the store's broader value offer while feeling like a brand in its own right. The brief was to build something from scratch that would work across packaging, in-store and digital, and that parents would trust and kids would respond to.
The Challenge
Creating a house brand for a discount variety retailer carries a specific challenge — it needs to feel considered and purposeful without looking like it's trying too hard to be something it's not. Plushies had to earn its place on shelf against established toy brands with bigger budgets, which meant the design had to do a lot of heavy lifting. The aesthetic needed to appeal to two audiences simultaneously: children drawn to something soft and inviting, and parents making the actual purchasing decision.
The Solution + Results
I developed the Plushies brand from the ground up — logo, identity system, packaging and digital and social assets for launch. The visual direction leaned into a soft, pastel palette with a type-led identity and supporting graphic elements that gave the range a gentle, consistent character across every format. Packaging was designed to translate across a range of 20–50 product SKUs while keeping the system cohesive at retail. The brand launched in Prices Plus stores across Queensland and New South Wales, giving the business a proprietary kids range with a visual identity it owned outright.
