This re-branding of a childhood toy includes product, logo, label, traditional advertisement campaign, non-traditional advertisement campaign, and website. The logo is meant to reflect the idea of story telling. As a result the doll is one color silk-screened on linen fabric, which allows the consumer to complete the bear's story. Callisto's campaign aims to initiate a call to action through both environmental product placement and tiled photo wheat-pasting onto a website. Here possible buyers can share photos of their bear, as well as buying and selling their own doll accessories.