Designed by Prime Studio, United States.

Squish is a brand new housewares line that Prime Studio designed from scratch for our long-term client, Robinson Home Products. We did everything from the initial brand positioning to the product design, the packaging, the logo, the collateral materials – we even came up with the name !

The unobtrusive packaging is intended to let the products speak for themselves and to allow the consumer to interact with them at retail – by expanding or collapsing them. The graphic elements in the logo give a subtle nod to the collapsible nature of the line, as do the colored waves on the bottom of the hang-tags and information panels. All packaging elements feature a satin coat with a spot gloss varnish on the logo and product photography.

The line was launched at all Target store’s nationwide in the USA this week.

For more information on the development process please visit