The problem
At Mattel I took over the global packaging portfolio for Matchbox (in addition to Hot Wheels) and set out to reinvigorate the youthful‑skewing brand. The Sea Patrol line was an ideal canvas: a diverse lineup of naval and rescue vehicles with strong play appeal, yet the packaging and identities lacked impact and scale. I saw the opportunity to bring “larger‑than‑life” branding to the Sea Patrol series and help it cut through the shelf clutter.
The objective
My aim was to create bold, cohesive brand identities and package designs that made Sea Patrol vehicles feel epic and collectible—even in everyday retail. With dozens of identities and hundreds of unique packages to develop, the goal was to give each vehicle a strong personality while anchoring the line with a unified visual system that could scale globally and resonate with kids and collectors alike.
The result
The refreshed Sea Patrol line elevated Matchbox’s naval/rescue segment with standout packaging and brand architecture. The new identities not only increased shelf visibility but also built the line’s presence in center‑aisle and themed displays. Some of the package designs were featured in prominent design compil like Logo Lounge—underscoring their design strength and recognition in the design world.
