Ready Steady Dough

Pemberton & Whitefoord Design Consultants (P&W Unveil Rebrand for Nick Jr.’s Ready Steady Dough Range.

P&W have successfully redefined the positioning and packaging identity for Nick Jr.’s Ready Steady Dough, delivering a vibrant new brand world designed to engage children aged 3–6 while aligning more closely with the refreshed Nick Jr. master brand.

The project centred on evolving and modernising the much-loved Ready Steady Dough identity while preserving its recognisable equity and playful, product-led appeal. P&W were tasked with creating a more cohesive and contemporary visual system that captures the tactile, sensory nature of modelling dough and strengthens the range’s retail presence.The refreshed identity introduces a bold and expressive design language rooted in creativity and hands-on play. At the heart of the rebrand is a redesigned logo featuring bespoke rounded letterforms that reflect the soft, malleable quality of dough while aligning seamlessly with Nick Jr.’s friendly and contemporary aesthetic.

A vibrant new colour palette, cleaner layouts and improved product hierarchy create stronger shelf standout and easier navigation across the range. The updated packaging system places greater emphasis on the product experience through dynamic hero photography showcasing dough, tools, moulds and finished creations in action. Playful graphic elements including swirls, splats and sculpted textures reinforce the sensory and imaginative nature of the brand.

The modular identity system was designed to flex across the entire Ready Steady Dough portfolio, from simple dough pots to more complex themed playsets such as Wacky Hair Dough, Party Food Station and the Awesome Activity Dough Case. Each product retains its own personality while sitting cohesively within a unified master-brand framework.

Commercially, the refreshed design positions Ready Steady Dough more competitively within the arts and crafts category, enhancing both brand recognition and shelf impact. By aligning more closely with Nick Jr., the range benefits from increased visibility and trust among both children and parents, while supporting imaginative play and the development of fine motor skills and sensory awareness.

With strong retail presence through partners including The Entertainer and a scalable identity system designed for future growth, the rebrand establishes a clear foundation for continued expansion and long-term commercial success.

To learn more about P&W’s work, visit www.p-and-w.com.

Pemberton & Whitefoord LLP is a London-based design consultancy specialising in brand development and creation via all consumer touch-points. The company use 35 years of experience to ensure that you optimise your brand communication channels; packaging design, NPD, corporate identity, guidelines, in-store theatre, POS, web design and advertising campaigns.