Student project at
Academy of Art University
Branding, Strategy

To rebrand a dead, dying or defunct brand, to give it new life.
Create a new marketing strategy and visual system while retaining the brand’s original essence.

Matchbox is a popular toy brand which was introduced by Lesney Products in 1953, and is now owned by Mattel, Inc. By the 1960s, Matchbox was the largest brand of toy die-cast cars worldwide, churning out a million of the tiny cars per week. 

The new Matchbox will evolve beyond simply selling the toys. Instead Matchbox provides you with limitless options of what fun can be within constraints. And let you immerse yourself in the world of fun. From this point, Matchbox can be turned into a brand that helps people face life’s obstacles. To cultivate enjoyment in life through partnership with organizations and companies that have the same objective and commitment to create positive impact.

* This is a student project. It is created for academic fair use and is not intended to represent the Matchbox brand in any way.*

The new fun of Matchbox

To achieve mission of the brand, the new Matchbox brand expends fun from school to home and work. Each catagories has various products and services for people to enjoy their life with more fun.

© Ying Hsuan (Allier) Ho - 2020