Identica plays a new game with Woolworth

Woolworth-owned Chad Valley games and toys are appearing in new-style packaging designed by The Identica Partnership.

Around 70 games have been given a new look by the consultancy. A national roll-out is underway.

The Identica Partnership first redesigned the Chad Valley logo, adding a red tick shape for the top left hand corners of boxes and packs. These two elements form an umbrella identity on the packs.

The marque does not dominate the packs, says consultancy creative director Dominic England.

The diversity of games in the range and their different audiences – from fun games for toddlers to more adult games such as backgammon – meant each pack had to shout its own character and nature unhindered by the Chad Valley presence.

England says the consultancy’s designers played all the games before designing the packs.

Identica also designed a branding and packaging system for Chad Valley’s five other toy divisions – pre-school, boys’ toys, girls’ toys, construction and outdoor. More than 300 products are covered.

England says around 15 products from each range were photographed and the images then reworked digitally to form five different montages or “wallpapers” in five separate colours for the packaging’s background.