Overview
Loungefly and Funko licensees requested a special packaging to launch their Disneyland 65th collection. Products are sold exclusively at Target, Amazon, and BoxLunch for our target consumers from teen to adult.

The art direction is based on iconic Disneyland attractions, with the Disneyland castle being the focal point. We collaborated with the Parks & Resorts team to use their Disneyland 65th anniversary brand assets to create this packaging design line look.

Product photography from: Funko, Loungefly, BoxLunch
Brand
Disney, Funko, Loungefly

Retail
Amazon, Target, BoxLunch

Role
Brand & Packaging Designer, Intern

Project Type
Packaging Design System

Team
Design Manger - Melissa Cassara

Behind the concept 

With this art direction based on iconic Disneyland attractions, we wanted the consumers to feel nostalgic while celebrating their memories with Disneyland history. The art style overall is very retro-themed, with the classic throwback Disneyland sign typography. The retro style also brings back the fun bold colors and abstract sign shapes to tie the look all together.

Here are a few previous concepts during the design process. We focused on two different directions: (a) character-focused and (b) attractions-focused. As you can see, our team went with direction B as we felt that the classic ride attractions is a unique approach to represent Disneyland's earliest years.
The Challenge
It's always a challenge to think what haven't Disney done before for Parks anniversary packaging, but still uphold Disneyland's traditions and history. In the initial concept phase, I wanted to put more focus on the classic attraction rides. After feedback, we changed the overall packaging focal point to the Sleeping Beauty castle instead to tie back to the core of Disneyland.
Results
The design system is adapted into different types of packaging across product sold at Funko, BoxLunch, Target, and Amazon. This was one of my favorite projects from my Disney Consumer Products internship and a great opportunity for me to collaborate with Disney Parks side of branding and packaging team.
©Disney

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