Aquatopia, a legacy brand from Minds In Sync, was up for rebranding and a completely new set of products. Once given the task, I immediately started researching trends in kids packaging, and found that primary colors never left the market. Although an easy choice, using the same colors as everyone else makes for a product line that doesn’t stand out. To remedy this, we created Aquatopia pets, and based product and packaging on this set of lovable, friendly characters. We also needed to make the packaging more engaging than the competition, so we opted for better, more-expensive finishes including 6-color packaging and corrugate. The final product, called Aquatopa Bathtime Scoop, is available at Buy Buy Baby and Toys ‘R Us.