Godzilla vs. Kong pits the fierce franchise movie monsters against each other to determine who will reign over the MonsterVerse. In that same spirit, Playmates Toys challenged McHale Design to develop a packaging system emphasizing the enormous scale and over-the-top action of the epic battle. We hopped into the ring and helped define branding and packaging design worthy of the legendary pair.

Working with limited assets in the earliest stages, we sketched a range of structure concepts, helping to make decisions on logo and key art placement as well as establishing dynamic packout. Early concepting also helped determine packaging structure costs. We resolved to push the two behemoths to the top of package emphasizing their towering size, the main contenders facing off over the devastated city below. We adapted movie key art and elements for compelling shelf impact reinforcing the key story elements of action and destruction.

Color testing was crucial to determine the most dynamic combos to effectively showcase the brawling titans. We went back and forth working closely with Playmates Toys to get the oranges and blues just right and to ensure consistent product pop across the entire line. When the smoke clears which titan will be left standing? Which beast will bear the most brutal bashing?