The Challenge

Barnum’s Animals has lived in lunchboxes and grocery aisles for since before your grandma. What happens when the world of the brand extends beyond the cookie box?

I reimagined the identity as a playful system built to grow with its audience, one that could appeal to both children and parents while giving Barnum’s Animals room to exist across new products, experiences, and touchpoints.

The Design Approach

I built a visual world around the animals themselves, then let them out of the package.

The identity expands across packaging, advertising, stationery, and children’s games, with each application giving the characters another place to play. Rather than treating these as separate pieces of collateral, I designed them as parts of one flexible system, turning a familiar cookie brand into a world kids could interact with.