Hasbro

Bumblebee Movie
Style Guide

With the release of the sixth installment of the cinematic version of Transformers under way, Hasbro worked with our team to develop a trend-based style guide for the new Bumblebee movie, which hit theaters on December 21, 2018.

Through our market research, we established a trend for the guide, which we named “SHOW YOUR STRIPES” – a retro-inspired, fashion-oriented take on horizontal, vertical, strobed and gradient striping. Our design approach leveraged these various striped motifs to trace Bumblebee’s action and highlight his tech in a bold palette of black, yellow and orange, with accents of blue and purple. We created a series of design elements – badges, patterns, graphics and icons – for partners in the apparel, gift, stationery and home goods categories to leverage in their consumer product designs.

Editorial speaks to the Decepticons’ pursuit of Bumblebee and the Autobots‘ resistance throughout the film, along with aspirational phrases such as Bee Awesome and Bee Radical. We also worked with Bumblebee’s code name – B-127. As inspiration for licensee partners, we created consumer product applications with an aesthetic that gives the licensing program a retro nod to the 80s with a contemporary twist.