AlinaWheeler-DesigningBrandIdentity

Hot WheelsHot Wheels encompasses speed, power,performance, and attitude—the basis of all brandexpressions.Hot Wheels ® die-cast cars were introduced in 1968. The brand has become aglobal lifestyle property that celebrates all things fast and automotive for kidsand collectors everywhere. The brand is owned by Mattel, Inc., the world’slargest toy company.GoalsRedesign packaging system.Communicate core brandattributes of speed, power,performance, and attitude.Create a system to workacross all packaging sizesand configurations.Simplify shopping processfor consumers.Good design needs to beaccountable—it needs to beconsistent, logical and deliverbasic principles that can bemaintained long term.Matt PetersenVP DesignMattelHot Wheels brand style guideOver 41 million childrenhave collected Hot Wheels cars.The typical adult collectorowns 1,550 cars on average.236