Client: Glade (SC Johnson) | Licence: Sanrio — Hello Kitty | Collection: Adventure Series Lifestyle Merchandise & GWP | Discipline: Merchandise Design, Multi-Format Product System, Travel-Inspired Brand World | Formats: Puffer Tote Bags, Jute Canvas Totes, Hard-Shell Luggage, Luggage Tags, Digital Wallpapers | Market: Malaysia | Agency: Laugh Advertising, Kuala Lumpur
Glade × Hello Kitty is a lifestyle-driven merchandise and GWP collaboration created to elevate the launch of Glade's Hello Kitty–themed scented gels. The project translated fragrance into a cohesive visual world, spanning tote bags, canvas bags, luggage, luggage tags and digital phone wallpapers. Built around a soft travel-
narrative, the design system balances playful illustration with restrained composition and colour, turning everyday items into collectible pieces that extend the brand experience beyond the shelf.
The puffer tote in pink and a travel charm key ring, matching its Adventure Series scent.
The hard-shell suitcase with Hello Kitty's world in genuine travel gear.
The range works because it commits to one narrative across every format rather than repeating a single graphic. Quilted puffer totes in candy colours carry a debossed Hello Kitty travel charm, each keyed to an Adventure Series scent. A blush hard-shell suitcase and matching luggage tag extend the "adventure" idea into genuine travel gear, with an embossed Hello Kitty cycling motif that rewards a closer look rather than shouting. A set of seasonal luggage tags turns Hello Kitty's world into a small collectible set of its own, distinct from the packaging range it echoes. And a heritage-toned "Adventure Awaits" jute tote, in deep red and cream with gold linework, pulls the whole collaboration into a more premium, giftable register. As a creative agency in Kuala Lumpur, we treated the collaboration as a wardrobe of objects, not a single design applied everywhere.
The matching pink case, with its luggage tag — "adventure" made literal, ready for the gate.
The puffer tote range — four colours, four charms, one consistent quilted silhouette.
The canvas tote range — seasonal scenes carried into everyday, wearable fashion.
The luggage tag set — beach, garden, snow and countryside, a small collectible world of its own.
The heritage jute tote — deep red, cream and gold, pulling the collaboration into premium gifting territory.
The jute tote reverse — fine line-art scenes carrying the Adventure narrative in a more considered register.
Packaging sells a product once. Merchandise turns a brand world into something a person carries, wears, and is seen with, extending a single licensed idea into dozens of everyday touchpoints, each one a small piece of advertising that the fan chose to own. The discipline is consistency without repetition: one narrative, one set of characters and colours, expressed differently across totally different objects so the whole range reads as one considered world rather than a logo slapped onto whatever was available. Done well, it also gives a collaboration room to flex in tone, from playful and pastel to premium and heritage, so the same IP can serve casual GWP and higher-value gifting from a single creative platform. As a creative agency in Kuala Lumpur, we design licensed and brand merchandise systems, GWP and premium ranges, and multi-format lifestyle product design for FMCG and consumer brands across Malaysia and Southeast Asia.
Capabilities applied to this project: Glade Hello Kitty merchandise, Hello Kitty merchandise design, licensed merchandise design, GWP merchandise design, lifestyle product design, tote bag design, luggage design, luggage tag design, travel merchandise design, multi-format merchandise system, brand collaboration merchandise, Sanrio collaboration design, SC Johnson merchandise, premium gifting merchandise, BTL and merchandise Kuala Lumpur.
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