Squishmallows
Working on this project with Watermelon Creative LTD, I developed a flexible packaging system for Squishpillows, spanning both pillows and pillowcases. The challenge was to create a visual language that could speak to a broad age range while sitting comfortably alongside the bold, playful patterns that define the Squishmallows brand. Rather than competing with the product, the packaging was designed to frame it, using restraint, clarity, and structure to let colour and character shine. The result is a cohesive, scalable system that feels fun yet considered, striking a balance between softness, playfulness, and retail impact across multiple formats.
