Integrating a Family of Toys with an All-Terrain Design

Packaging design
Identity design

Designing the packaging line of a product is a mission that transcends because of the decision made in front of retail shelves. It’s a job that involves the coherent unification of everything that goes on during the consumer's first contact with the product. It has to be eye-catching, informative, and gain an edge over the competition; a convincing argument to persuade and guarantee that our product will be chosen over the rest.

The Nitro X family of remote-control cars presented these challenges to the Top Design team. These vehicles had all the qualities to be true racing automobiles while still being fun toys for children.

The premise was concise: to convey the thrill of a powerful high-speed vehicle without leaving out exactly what would make a child want to spend hours and hours enjoying the delight of a great remote-control vehicle. This would be achieved by creating a cohesive and defined identity for Nitro X.

To accomplish this, Top Design made it a point to project consistency in every aspect of each member of the line. It was necessary to rethink everything from the paint used to tint the vehicles’ bodywork, to the design of the box in which it’s presented, and even questioning the cars’ names, giving them a new nomenclature system that could better communicate the purpose for which they were conceived.

The process was accompanied by a thorough benchmarking process carried out by the team. They researched competitors within the category to see how they communicated their best features, and to understand how the action toy market worked in the region in which these products would compete.

After this exhaustive research of the market, the product itself, and its potential rivals, the team determined it was necessary to reimagine Xpeeder, Axender, and Roadrunner, from the ground up, and conjure a new DNA for them. The task aimed to use the texture to represent something that would give us the idea of a mix of technology with a "robust", "tough", and consequently "all-terrain" spirit.

The resulting identity is summarized in a concept of premium speed, which heightens the most sophisticated remote-control cars the regional market has to offer. All thanks to the visual strategy standing behind this product currently immersed in a new market.