Overview
Disney partnered up with the Keith Haring Foundation to create a series of fashion collections inspired by Keith Haring’s Mickey Mouse artwork. A series of approved Haring’s Mickey artwork is shared with my Disney Consumer Products Packaging team to create a brand system and share with multiple global licensees such as Coach, Uniqlo, Stance, and Medicom Toy for packaging their collections.
Product photography from: Coach, Uniqlo, Stance, Be@rbrick, Swatch
Disney partnered up with the Keith Haring Foundation to create a series of fashion collections inspired by Keith Haring’s Mickey Mouse artwork. A series of approved Haring’s Mickey artwork is shared with my Disney Consumer Products Packaging team to create a brand system and share with multiple global licensees such as Coach, Uniqlo, Stance, and Medicom Toy for packaging their collections.
Product photography from: Coach, Uniqlo, Stance, Be@rbrick, Swatch
Brand
Keith Haring Foundation, Disney
Licensees
Coach, Uniqlo, Stance, Maxbone, Be@rbrick, Swatch, and more
Role
Brand & Packaging Designer, Undergrad Associate
Team
Design Manger - Melissa Cassara
Coach Brand & Licensing Team
Keith Haring Foundation, Disney
Licensees
Coach, Uniqlo, Stance, Maxbone, Be@rbrick, Swatch, and more
Role
Brand & Packaging Designer, Undergrad Associate
Team
Design Manger - Melissa Cassara
Coach Brand & Licensing Team
Photos by Coach
Watch box by Swatch
Photos by Coach
Combining with licensees as trio-branding
Combining the iconic duo together, the brand system is driven by Haring's bold patterns and street art style, Mickey’s iconic bold colors (red, black, yellow), and a familiar personality of playful and free-spirited. The Keith Haring x Mickey Mouse collection partnered with different licensing brands and spanned across apparel, accessories, footwear, jewelry, home, and beauty for adults. Hence, the brand system had to be easily adaptable to different forms of packaging and fit both casual and elevated styles of brands.
Behind the concepts
We started brainstorming with hang tag designs using various Haring’s artwork and inspirations from product concepts (see below). We wanted to take advantage of Haring’s iconic bold patterns and make them stand out with various special finishes like foil, spot UV, and acetate printing.
Previous concepts with launched products
Photos by Uniqlo
Figure by Medicom Toy BE@RBRICK
The Challenge
Designing a brand and packaging system for a combination of three brands among various licensees created many challenges in meeting the project's creative and business objectives. This was a great experience to challenge me to be as creative as possible while facing many licensing legal requirements and stakeholders' opinions throughout the process.
Results
Being a fan of both Keith Haring and Mickey Mouse, I enjoyed this project as one of my favorite collaborations with Disney Consumer Products team. It was a great opportunity to celebrate the diverse art and personalities of these iconic figures. The collection series is successfully launched through multiple global licensees that can cater to a wide range of consumers at different price points, from mass to limited exclusives.
Visit: Coach, Uniqlo, Stance, Maxbone, Be@rbrick, Swatch
Visit: Coach, Uniqlo, Stance, Maxbone, Be@rbrick, Swatch
©Disney
©Keith Haring Foundation
©Keith Haring Foundation
