Dr. Splash

Dr. Splash provides a range of quality products, rooted in the fun and joy of outdoor and pool life. The name Dr. Splash conveys safety and quality so essential to parents or caregivers of children, and the fun and thrill of water-related activities.
Entering the market as a new brand, selling inflatable sports and leisure products directly to retailers in North America, Dr. Splash partnered with Carter Hales to develop a visual identity and packaging platform to align with their desired brand characteristics, instil trust with their audience and position the organization for future growth and expansion.


Carter Hales decided that Dr.Splash needed to be more than a brand. He needed to be an actual human being. Since the pool toys were created with kids in mind, we made Dr. Splash a young mad-scientist inventor. And what does Dr.Splash invent? Why he creates wild, strange, and above all, fun inflatable pool toys. The doctor is accompanied by a series of six aquatic friends declaring ‘Dr. Splash Approved’ on each package. Each sticker is placed seamlessly within the bubble pattern behind the product.

Depending on how you look at it, the wordmark is framed in a:

1. A puddle (referencing a pool)
2. A puff of air (referencing inflation)
3. A thought-bubble (referencing the doctor’s imagination)


In a sector dominated by cheesy and complicated full-colour photography, our approach was to distil and simplify. To do so, we created a limited colour palette, generous white space, and restrained typography. In short, we let the product become the hero. The simplified system also anticipates a variety of shapes and sizes – without losing any of the brand’s quirky character.

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