CreativeLego Brief “CONRAIL”
Packaging Concept
Presented by:
Creative Services
Creative Brief Rebranding of Lego Creator “Blue Express” • Rebrand the set due to declining sales • Target market are “railfans” or train enthusiasts. • Create set for a joint venture with a historic train company • Create instructions to accompany the set • Keep 3-in-1 upselling on the packaging
Concept Pitch Consolidated Rail Corporation (1973-1999) • CSX Transportation and Norfolk Southern Railway have agreed to give Lego rights to license the defunct, but historical railroad. • Strongest blue train brand • Strong design lineage • Aesthetic appeal • Popular among railfans
Research
Die Cut Template 31054
LEGO, the LEGO logo and the Brick logo are trademarks of the/sont des marques de commerce du/son marcas registradas de LEGO Group. ©2017 The LEGO Group. All rights reserved/Tous droits reserves/Todos los derechos reservados.
x3=
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actual size dimension réelle tamaño real
COMPONENTS MADE IN DENMARK, HUNGARY, MEXICO, CHINA AND THE CZECH REPUBLIC/ÉLEMENTS FABRIQUÉS AU DANEMARK, EN HONGRIE, AU MEXIQUE, EN CHINE ET EN RÉPUBLIQUE TCHÈQUE/COMPONENTES HECHOS EN DINAMARCA, HUNGRÍA, MÉXICO, CHINA Y REPÚBLIQUE CHECA.
COMPONENTS MADE IN DENMARK, HUNGARY, MEXICO, CHINA AND THE CZECH REPUBLIC/ÉLEMENTS FABRIQUÉS AU DANEMARK, EN HONGRIE, AU MEXIQUE, EN CHINE ET EN RÉPUBLIQUE TCHÈQUE/COMPONENTES HECHOS EN DINAMARCA, HUNGRÍA, MÉXICO, CHINA Y REPÚBLIQUE CHECA.
Created with http://www.templatemaker.nl
Card Box 3.5 x 4.5 x 1.5 in
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31054
127759-713
Warning! Choking hazard. Small parts. Attention! Danger d'étouffement. Petits éléments. ¡Advertencial! Peligro de atragantam ineto. Partes pequeñas.
x3= LEGO.com/life
LEGO, the LEGO logo and the Brick logo are trademarks of the/sont des marques de commerce du/son marcas registradas de LEGO Group. ©2017 The LEGO Group. All rights reserved/Tous droits reserves/Todos los derechos reservados.
actual size dimension réelle tamaño real
LEGO.com/service
DISTRIBUTED IN THE USA BY LEGO SYSTEMS, INC., ENFIELD, CT 06083. DISTRIBUTED IN CANADA BY/DISTRIBUÉ AU CANADA PAR LEGO CANADA INC., MARKHAM, ONTARIO L3R 5N8. IMPORTADO POR: LEGO MÉXICO S.A. DE C.V., PASEO ALEXANDER VON HUMBOLT 43-A, TORRE II PB COL. LOMOAS VERDES 3RD SECCIÓN, C.P. 53125 NAUCALPAN DE JUÁREZ, ESTADO DE MÉXICO, MÉXICO.
DISTRIBUTED IN THE USA BY LEGO SYSTEMS, INC., ENFIELD, CT 06083. DISTRIBUTED IN CANADA BY/DISTRIBUÉ AU CANADA PAR LEGO CANADA INC., MARKHAM, ONTARIO L3R 5N8. IMPORTADO POR: LEGO MÉXICO S.A. DE C.V., PASEO ALEXANDER VON HUMBOLT 43-A, TORRE II PB COL. LOMOAS VERDES 3RD SECCIÓN, C.P. 53125 NAUCALPAN DE JUÁREZ, ESTADO DE MÉXICO, MÉXICO.
127759-713
Warning! Choking hazard. Small parts. Attention! Danger d'étouffement. Petits éléments. ¡Advertencial! Peligro de atragantam ineto. Partes pequeñas.
LEGO.com/service
Card Box 3.5 x 4.5 x 1.5 in
Created with http://www.templatemaker.nl
LEGO.com/life
Rendering View interactive rendering at:
https://sketchfab.com/models/73ecc9cf0a164d5887b9e3183838d169
Shelf Shot Comparison
Shelf Shot #2
Instructions View interactive .pdf at:
https://issuu.com/micahclare/docs/conrail_20lego_20instructions_202_2264a2119a9419
Front Cover
31054
www.LEGO.com/conrail
Back Cover
Instruction Pages
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2
3
4
5
6
3
2
Parts List x3= 1X 3005740
Brief History of Consolidated Rail Corporation Railroads were the country’s primary source of freight transportation prior to 1930. Between 1930 and 1960, railroads were detrimentally affected by the growth of air and truck transportation. Conrail began operations on April 1, 1976. The Company’s mandate was to revitalize rail service in the Northeast and Midwest and to operate as a for-profit company. By 1983 Conrail was the fourth largest freight hauler in the United States. In 1987 Conrail was returned to the private sector in what was then the largest initial public offering in U.S. history, raising $1.9 billion. In 2007, it expanded its operations from Northern New Jersey to Staten Island, New York.
2X 306540
5X 4211525
2X 4211350
2X 4211464
4X 4210935
4X 4583862
1X 6141554
1X 4529064
2X 4142865
2X 6000606
3X 302323
1X 6141556
6X 302226
2X 302321
1X 4210660
1X 302223
3X 4548180
2X 6053077
1X 302123
2X 306926
1X 6051038
2X 4211098
1X 6115080
1X 4211060
6X 4624473
1X 302023
2X 302326
Customer Service Kundenservice Service Consommateurs Servico Al Consumidor
LEGO.com/service or dial 00800 5346 5555: 1-800-422-5346:
2X 6170738
3X 6000650
1X 6089577
3X 615726
27
Parts List 1X 3005740
2X 306540
5X 4211525
2X 4211350
2X 4211464
4X 4210935
4X 4583862
1X 6141554
1X 4529064
2X 4142865
2X 6000606
3X 302323
1X 6141556
6X 302226
2X 302321
1X 4210660
1X 302223
3X 4548180
2X 6053077
1X 302123
2X 306926
1X 6051038
2X 4211098
1X 6115080
1X 4211060
6X 4624473
1X 302023
2X 302326
Customer Service Kundenservice Service Consommateurs Servico Al Consumidor
LEGO.com/service or dial
2X 6170738
3X 6000650
1X 6089577
3X 615726