Rubik's had a range of different styles and messages that were in the public marketing domain. Confusing the customer as to which is a real Rubik's cube amongst the many different fake cubes out there.
We conducted focus groups and online research to find who Rubik's core market was and the message that resonated with this audience the most. We then went about creating consistent brand guidelines for everyone to use across offline and online marketing channels. We have been rolling this new brand style direction out across all of the brand channels as well as all of Rubik's product packaging in time for their 40th year celebration! Stay tuned for when the new packaging is revealed.
Rubik's new brand style packaging coming soon!