Ooey Gooey gave slime play a snack-inspired identity as a new brand from Just Play’s New Brands Team. Creative direction drew on fast-food packaging and colorful Japanese snack graphics, connecting the messy play pattern with an equally playful presentation.

Brand identity and packaging development covered trays, vinyl bags, and paperboard structures, along with patterns, graphic treatments, digital and 3D character illustrations, naming, and on-pack copy. Doily patterns, faux fast-food wrappers, and snack-inspired topping bags gave the different product formats their own details.

Creative collaboration included designer Nelly Jurczenia, V.P. Laurie Burroughs, illustrator Kellee Riley, retoucher Jenny Chung, and Just Play’s Vietnam team of 3D artists.

Work completed in-house at Just Play.