To develop the creative direction of a range of family Christmas range games to be sold in top retailers – executing the direction cohesively across both product contents and packaging.

The Christmas Crowd range is a collection of games for all ages to be enjoyed during the Christmas season. I was presented with an opportunity to re-develop the range visual identity so that it would feel more premium and comfortably sit on premium retailer’s shelves. I wanted the designs to be so appealing that customers would want to keep them and work them into their family traditions for years to come.

After refreshing the Christmas Crowd logo, I found inspiration in deep, rich, and eye popping jewel tones. These hues evoke an elegance and a luxe that looks especially well on uncoated, matte packaging. Angular colour blocking gave dynamic energy while having a modern timelessness. Topping off the range with accents in champagne gold foiling helps bring the glitz to the glamour – letting this range really pop on the holiday season shelves.