The Squishmallows rebrand reimagines the existing brand while staying true to its core sense of comfort and playfulness. The rebrand focuses on strengthening emotional connection through a more cohesive and expressive visual system.

 

By refining the brand’s personality, the rebrand aims to appeal to both longtime fans and a growing older audience without losing its charm. The following work highlights how thoughtful design can evolve a familiar brand while preserving what makes it recognizable.