Leapfrog takes big leap forward with rebranding program: educational toy marketer hops onto the color green to create a consistent brand identity across its expanding product line.

Brand Packaging, March, 2003 by Bertrand, Kate

LeapFrog Enterprises, an educational products company, has been growing by leaps and bounds. But it had growing pains with a rapidly expanding product portfolio. Also, competitors were emulating the look and feel of its packaging, creating confusion for consumers and the trade. LeapFrog implemented a rebranding program that is turning the educational toy market on its head.

Working with Damore Johann Design, San Francisco, LeapFrog has systematically revamped every tool in its marketing arsenal, from packaging and brochures to point-of-purchase displays and print advertising. Based in Emeryville, Calif., LeapFrog develops and markets fun, technology-based educational products for kids of all ages, worldwide. The company's 65+ products are divided...