Rebranding

Sculpey

In this project, I redesigned Sculpey’s brand identity to feel more confident, inspiring, and accessible. I applied the new branding across key touchpoints—redesigning packaging, refining the website with a new page and layout, updating its Instagram, and proposing a workshop series. This refresh strengthens brand and sub-brand recognition, fosters community engagement, and makes Sculpey more welcoming to its diverse creative audience.

I developed my proposal in four phases:
- Process & Approach
- Sculpey Brand Identity Guidelines
- Trend Analysis & Selection
- Sculpey Workshop Series Proposal

Process & Approach

To enhance Sculpey’s brand identity, I began with a comprehensive analysis, evaluating its strengths, opportunities for improvement, and touchpoints. Research on competitors and a SWOT analysis provided insight into successful branding strategies within the industry. These findings shaped the redesign objectives and guided the development of the new branding.

Brand Values
Inspire creativity, foster community, and empower artists of all skill levels.

Brand Attributes
Inspiring, confident, welcoming.

Sculpey Brand
Identity Guidelines

The new visual identity is inspiring, confident, and welcoming. The custom logo features organic, clay-like lettering for a creative and approachable feel.

Bright sub-brand colours spark creativity, while distinct patterns maintain a cohesive, recognizable identity that encourages artistic exploration. By reinforcing consistency, the new branding strengthens Sculpey’s connection with its diverse audience—kids, hobbyists, and professional artists.

Packaging

The new packaging is designed for clarity and impact. A solid white background cleanly separates the logo, sub-brand, and clay colour, making it easy to identify product variations. The patterns are clear to show the colour of the clay, and the top and bottom of the packaging are transparent to reveal the clay inside.