Nick Jr.’s Ready Steady Dough Range Gets New Logo and Packaging by P&W

Design agency Pemberton & Whitefoord (P&W) has developed a new logo and packaging for Nick Jr.’s Ready Steady Dough Range.

The colourful new brand is aimed at children aged 3–6 and is said to align more closely with the updated Nick Jr. master brand.

P&W's design team states that it was given the task of creating a more unified and modern visual system that reflects the tactile, sensory qualities of modelling dough and enhances the range’s retail visibility.

"At the heart of the rebrand is a redesigned logo featuring bespoke rounded letterforms that reflect the soft, malleable quality of dough while aligning seamlessly with Nick Jr.’s friendly and contemporary aesthetic," say the designers.

Additional details include a fresh colour palette, cleaner layouts, and a restructured product hierarchy.

The new packaging system highlights the product experience with hero photography that presents dough, tools, moulds, and finished products in action, while fun graphic elements such as swirls, splats, and textured designs aim to further highlight the sensory and creative sides of the brand.

"The modular identity system was designed to flex across the entire Ready Steady Dough portfolio, from simple dough pots to more complex themed playsets such as Wacky Hair Dough, Party Food Station and the Awesome Activity Dough Case," further explain the designers.

Adding: "Commercially, the refreshed design positions Ready Steady Dough more competitively within the arts and crafts category, enhancing both brand recognition and shelf impact."

P&W
www.p-and-w.com