Spin Master Ltd.
JUMANJI 30th Anniversary
Package Design
Services Provided: Character Art & Illustration, Package Design
Anniversary package redesign for a heritage family game
To celebrate the 30th anniversary of the iconic JUMANJI board game, Spin Master Games partnered with our design team to redesign and re-illustrate the packaging of this thrilling family adventure game to align with a brighter, more contemporary aesthetic while honoring the brand’s rich legacy.
The goal of the refresh was clear – modernize the look and feel with a kid-friendly, colorful approach that would appeal to a new generation of players, while preserving the game’s most equitable and recognizable visual elements. A key strategic change involved replacing the image of Van Pelt – the franchise’s menacing big-game hunter antagonist – with a more playful crocodile character, offering a lighter and more inclusive tone for family audiences.
A visual refresh rooted in a new illustration style
Our design team introduced a clean, modern vector-based “wood-cut” illustration style to replace the original dark and ominous imagery. This technique brought more energy, depth, and dimension to key visual elements, including the logotype, shield, and spear, enhancing their prominence on shelf and in digital environments.
We retained the game’s signature latticed wooden border and oval corner frames – essential parts of JUMANJI’s visual identity – but refined the foliage and floral elements within these areas to feel more polished and cohesive. The background’s volcanic islands were also reimagined, now rendered with greater atmospheric depth and detail that adds a cinematic quality to the scene.
The tagline along the bottom edge was thoughtfully restructured to create space for two dynamic carnivorous plants, reinforcing the sense of adventure and danger while adding visual intrigue.
Iconic animal characters re-illustrated for youth and family appeal
Animal characters featured in the design – the elephant, monkey, and rhino – were also re-illustrated for better balance and composition within their oval frames. Their expressions were softened and made more approachable, enhancing the game’s appeal to younger players and families. The new crocodile character fits seamlessly into the lineup, adding both visual interest and a fresh narrative element to the packaging.
Packaging that honors legacy while looking forward
The result is a package redesign that honors the spirit of the original while boldly stepping into the future – a refreshed visual identity that’s both timeless and timely, designed to captivate today’s players and welcome the next generation into the wild world of JUMANJI.
