The problem
In the same global Matchbox packaging portfolio, the Rogues sub-line demanded its own identity: dark, edgy, and geared toward adventure and intrigue. The existing packaging lacked the dramatic flair to support the “bad-to-the-bone” personality of Rogues.
The objective
My aim was to craft a brand and packaging system for Rogues that embraced boldness and attitude: visual cues, color palette, and typography that could instantly communicate mischief and power within the Matchbox universe. The design had to distinguish Rogues from regular “hero” lines while remaining cohesive under the Matchbox brand umbrella.
The result
The Rogues line emerged with a unique visual identity that conveyed exactly what the name promised—adventure, attitude, collectible appeal. Design documentation and tooling references list models under the “Rogue” designation alongside “United Alliance,” showing the systemization and deliberate brand architecture we built.
