For my money, the Play-Doh Fun Factory is the greatest toy invention of the 20th century. Not only did it gleefully encourage millions of children to eat Play-Doh spaghetti, but it has been a linchpin of childhood creativity (not bad for an “accidental” product initially intended to be a wallpaper cleaner). It’s a welcome reminder that there are still some toys and tablet-free distractions in this world that parents can rely on.

With an eye on inspiring the next generation of play, Play-Doh has unveiled its refreshed brand identity. No longer content to be just another toy, the Hasbro-owned company sees itself as a “creative lifestyle brand.” However, to put that repositioning in motion, they needed to establish a wholly revived visual language that could be applied across every brand touchpoint.