Product Design & Brand Leadership

Nerf
Dog

A performance-driven pet toy portfolio built for scale — from concept through catalog, retail floor to warehouse pallet.

Portfolio Leadership Product Design CMF Strategy Packaging Systems Retail Merchandising Catalog Design
Nerf Dog Illuma-Action LED toys
Category
Pet Toys & Accessories
Retail
Mass & Club
Scope of
Work
01
Portfolio Product Leadership
02
Concept-to-Market Development
03
CMF & Color Strategy
04
Graphics & Packaging Systems
05
Catalogs & Retail Merchandising
06
Scalable Line Architecture

Product Collection

Nerf Dog full product collection
Challenge
01

Build a scalable performance ecosystem under one of the most recognizable names in play

NERF Dog needed more than products — it needed a system. The challenge was building a cohesive, performance-driven portfolio that could span multiple toy categories, price points, and retail formats while maintaining consistent brand recognition and shelf credibility.

Scaling from specialty pet retail to mass and club channels like Costco required products, packaging, and merchandising that could flex without fracturing. Every SKU had to work alone and as part of a larger, unmistakably NERF visual language.

Catalogs & Print

Nerf Dog catalog — squeakers and launchers
Nerf Dog catalog — launcher and display systems
Nerf Dog catalog book cover and interior
"
Performance cues borrowed from athletic equipment — applied to every form, texture, and color decision across the line.
Creative Direction — Christine Farah
Approach
02

System-first. Every product a piece of a larger language

I led the portfolio with a unified design language across form, texture, and color — one that could flex across categories without diluting the brand. Athletic performance aesthetics guided both product design and packaging: bold color blocking, high-contrast graphics, and tactile surfaces that communicated durability before a dog ever touched them.

CMF strategy was defined at the line level, not the SKU level — ensuring color relationships across the full assortment created visual impact on shelf rather than noise. Packaging systems were built for efficiency and scalability, enabling consistent retail execution from independent pet stores to 40-pallet Costco floor programs.

Catalogs were designed as a sales tool and brand statement simultaneously — organized by category and play type, with clear hierarchy and enough visual energy to stop a buyer mid-flip.

Product Detail

Nerf Dog product lineup on dark background
Nerf Dog Pup-Peroni co-branded bundle
Nerf Dog Illuma-Action LED balls
The Product
Built to perform. Designed to survive a dog who means business.
The System
40+ SKUs. One language. Zero shelf confusion.

A performance color system

NERF Blue
Strike Yellow
Field Green
Impact Red
Blitz Orange
Night Black

Six anchors drawn from athletic performance codes — high-visibility primaries that read clearly at shelf, in print, and under warehouse fluorescents. Color relationships defined at the line level to create cohesion across 40+ SKUs.

Retail & Club Channel

Nerf Dog trade show booth

Trade show presence built to match the brand's energy on shelf

Retail Merchandising & Brand Presence

Nerf Dog Costco pallet display

Pallet-ready packaging built for club channel velocity

Club Channel Merchandising & Display

Nerf Dog retail display wall — full product lineup
Result
03

A retail-ready system that scaled from pet specialty to Costco floor

The NERF Dog portfolio delivered a scalable, performance-led product ecosystem with a unified visual identity across every touchpoint — product, packaging, catalog, and retail merchandising.

  • Unified design language across 40+ SKUs and 6+ product categories
  • CMF strategy defined at line level for cohesive shelf impact
  • Scalable packaging system from specialty pet to mass and club retail
  • Catalog designed as both sales tool and brand statement
  • Club channel bundle program executed at Costco floor scale
  • Illuma-Action LED line — visible up to 300ft, designed for night play
  • Cross-functional collaboration across product, packaging, and retail teams