Member Article

Leeds branding agency plays around with Nickelodeon Ninja Turtles project

Yorkshire design and branding agency Analogue has created the packaging for a new line of super-hero toys in its third project for children’s entertainment giant Nickelodeon.

Based in Leeds, Analogue has created the brand identity and packaging for a new line of toys named Half-Shell Heroes – an extension of the network’s Teenage Mutant Ninja Turtles brand.

The launch of the new Half-Shell Hero toys will co-incide with Nickelodeon’s new Teenage Mutant Ninja Turtles film hitting cinemas across the USA on 8 August, followed by its UK release on 17 October this year.

The agency, founded in 2005 by creative director Barry Darnell, has worked alongside Nickelodeon’s New York office and global toy distributor, Playmates, to bring the new adaptation of the Teenage Mutant Ninja Turtles to life.

Following the successful completion of other global packaging design projects for Nickelodeon Europe, Analogue was appointed by the creative division of the company’s New York office to oversee the creation of the packaging for Half-Shell Heroes, which made their debut at the prestigious New York Toy Fair in February this year.

Barry said:“Having grown up with Teenage Mutant Ninja Turtles, it was a privilege to be a part of creating the branding for the latest addition to the Turtles line-up.”

“Nickelodeon and Playmates wanted Half-Shell Heroes to be the little brother of the current toy range, so that it felt like part of the same family but still had a unique appeal.

“We created a bold ‘manhole cover’ identity as well as typography for the packaging that takes its cues from the turtle’s hands and feet – meaning that it is still recognisable as part of the Turtles family.”

“The overall aesthetic of Half-Shell Heroes uses complementing styles of grunge and high gloss to ensure that it appeals to Nickelodeon’s target age range of three to five year olds.”

The agency recently completed the global merchandise and packaging guidelines for the world-famous children’s character SpongeBob SquarePants, a brand worth $6 billion annually, as well as re-designing a packaging range for Beatrix Potter’s Peter Rabbit, following a successful re-launch of the iconic children’s character by Nickelodeon in 2012.

As well as its focus on youth brands, Analogue has a strong design presence in the leisure and hospitality sectors.

The agency recently completed a re-design of the branding and collateral for restaurant chain Pizza Express, in preparation for the opening of the chain’s 500th restaurant in Beijing.

This was posted in Bdaily's Members' News section by Clare Burnett .