Skagen Holiday Packaging

Project Contribution: Concept, art direction, design, packaging mechanicals, sample management, internal training materials.

Photo Credit:    @lisadengler

Photo Credit: @lisadengler

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).

How to/Brand Video, 20K views on YouTube.
Project contribution:
Concept, video art direction, hand “model” to make the actual stars.

At Skagen, the holidays are all about spending time with family and friends. A classic symbol of the season-the Danish Christmas star, or julestjerne (yool stiern), is a traditional ornament that families make to decorate a tree or wreath. Paper strips are intricately folded and weaved creating a simple yet beautiful design.

Timelapse Video: making an extra large star out of vertical blinds for the store window displays