The problem
While overseeing the global packaging portfolio for Hot Wheels at Mattel, I recognized that the RPM line lacked the visual energy and distinct identity needed to stand out in today’s competitive toy aisle. The branding felt generic, making it difficult for the series to capture attention and express its performance-driven promise.
The objective
My goal was to inject bold attitude and performance authenticity into RPM—creating a visual system and packaging design that conveyed speed, power, and collectibility. I developed a cohesive identity that spanned dozens of unique models, ensuring each package delivered aftermarket-style flair while remaining scalable for global retail.
The result
The revamped RPM line emerged with a dynamic, high-impact look that resonated with both younger racers and collectors. Packaging designs delivered on the performance promise visually, strengthening the line’s identity and position in the Hot Wheels portfolio—making RPM cars feel like the go-to choice for fans who value attitude, speed, and style.
