Skagen Holiday Packaging
Project Contribution: Concept, art direction, design, packaging mechanicals, sample management, internal training materials.
This packaging system, launched Holiday 2015 was designed to be a functional seasonal addition to the core packaging system that launched that Fall. With a simple and functional system of box sleeves and shopping bag closure tags the brand was able to give a beautiful but cost effective seasonal splash to the existing packaging system. The cordovan red worked well to feel holiday while still complimenting the blue.
The pattern is a one color metallic ink to keep the plate costs low but with 3 transparencies to get the layer effect. The design was intended to feel abstract and open to interpretation, to visually read as either snow or bokeh Christmas lights.
The die-cut is a stylized graphic of the Danish holiday star ornament (or julestjerne in Danish). In Denmark families make the intricately folded paper ornaments to decorate their tree and wreaths with and is a seasonal staple. In addition to the box sleeves and bag closure stickers, a metallic tissue paper, gift tag, wrapping paper for special in-store events, an individual Danish star ornament was created to be given to every customer as a gift-with-purchase.
As an additional gift-with-purchase (orders of $100 or more), a silver crescent keychain was developed by the product team, which I designed a simple but functional backer card in a matching aesthetic which came in a clear peel and stick poly-bag closure.
As a cross-functional gift meets catalog marketing piece, I designed an accordion-fold set of perforated cards made up of seasonal imagery, functional gift tags, Danish recipes and a seasonal playlist (all songs available via Spotify).