The brand identity for Hot Wheels is well established with their recognizable colors. Their identity is pushed further with an emphasis in motion, dynamism, and a more easy to recognize logo. The logo has been redesigned to be more cohesive, providing more flexibility in scale and placement in different products. The packaging of the model cars and track sets has been completely redesigned to use less plastic, while giving emphasis to motion and speed of the cars with the angled edges.
The rebranding has been pushed even further with a new web design corresponding to the package design landuage and a new marketing strategy utilizing augumented realit (AR) technology. With apps like Snapchat, users are able to visualize the tracks and cars three-dimensionally in real time, even before purchasing the product, providing a more entertaining shopping experience for customers.