Lionel: recapturing heritage
As Old Spice moved forward in time, Lionel Trains
revisited its heritage. The beloved model train brand
originally bore the Art Deco-inspired design of its
time: bold colors, rectangular shapes, and blocky,
sans serif type. Over many years of corporate
changes and ownership by dozens of brand managers,
the integrity of the packaging deteriorated until
nothing of the original branding was left.
The firm One Zero Charlie “restored” the packaging for Lionel
Trains, adapting the best of the old and modernizing
it for today’s audiences. The designers returned much
of the original packaging’s equity and added subtle
changes to make it even more appealing.