Karen Guerrero
Adora
Cat's Out of the Bag
Overview
Description
Cat’s Out of the Bag is Adora’s take on a collectible blind-bag plush series—a playful, surprise-driven experience built for young children. With a strong focus on unboxing excitement and collector appeal, I led the full visual direction of the project, from packaging and display design to digital launch and campaign assets.
Role: Art Director | Packaging Designer
Client: Adora
Deliverables: Packaging Design, POP Display, Product & Lifestyle Art Direction, Digital & B2B Assets, Launch Campaign Creative
Concept & Packaging
At the heart of this collection was the packaging. Each plush is a whimsical mashup of a cat and a food (like Pizza Cat or Cupcake Cat), and I developed the entire concept around a lunch bag theme to support this playful storytelling.
Collect Them All
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Blind-Bag Style: The packaging mimics a paper lunch sack—bright, tactile, and easy to tear open, creating a fun, hands-on reveal moment.
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Collector’s Experience: Inside, kids find a collector’s sheet that lets them track their plush, learn its rarity level, and dive deeper into its backstory—building excitement around completing the set.
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Graphic Design: I illustrated and laid out all elements of the packaging, collectors insert, and printed brand assets to ensure everything tied together visually.
POP Display & Retail Strategy
To make the product pop on shelves and support retail sell-in, I designed a custom point-of-purchase (POP) display that balanced visual impact with shipping efficiency.
Playful & Engaging
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Created a custom dieline that ships flat but opens into a dynamic display with strong shelf presence.
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Designed the graphics to be colorful, engaging, and themed to match the “Cat + Food” identity.
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Built multiple B2B presentations and visual mockups to help retailers quickly understand the concept and appeal.
Campaign Launch & Direction
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I oversaw the creative direction for the product and lifestyle photoshoots, working with photographers to stage the plush in fun, energetic environments that matched the brand’s tone.
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I also led the creation of all launch marketing assets, including:
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Website graphics and homepage banners
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Social media creative and promotional posts
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Email campaigns featuring animated GIFs and product spotlights
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Launch video content to introduce the blind bag concept and unboxing moments
Creative Oversight
As with all my projects, I took a hands-on approach to ensure every visual output maintained a high level of polish and consistency. From dielines and packaging comps to digital and retail visuals, I made sure the brand story was clear, exciting, and cohesive across all touchpoints.