The problem
While at Hot Wheels I took charge of global packaging strategy, and the Street Show series needed a refresh: a youthful, urban-street aesthetic to cut through shelving noise and feel bold yet accessible. With dozens of unique packages required across retail channels, the line’s identity lacked the cohesion and visual punch to fully engage younger collectors and competitive retail environments.
The objective
My goal was to create a unified visual system that gave Street Show an unmistakable “street culture” energy—bold graphics, strong typography, and packaging structure that supported collectibility. The design needed to scale: from individual packs to retail display, across global markets, while resonating with both casual shoppers and die-hard fans.
The result
The refreshed Street Show line emerged with a defined, standout identity: models like “Way 2 Fast” and “’56 Flashsider” became shelf stars. Collector demand rose—some Street Show cards now fetch premium resale prices, underscoring the visual impact and desirability of the packaging. The branding established a new benchmark in the Hot Wheels portfolio for how a themed line could feel fresh, urban-cool, and collectible.
