#Packaging_design #Art_direction #Graphic_design

CLIENT
ICA Sverige AB.

MISSION
To create a Christmas design that would last for at least three years and involve roughly 150 products. The design had to differentiate between several parameters such as; difference in quality, ecological and "in co-operation with" - while always appearing as one uniform design.

DESIGN PROCESS
As in every design project we began with doing research, the only problem was that we started working on this project at the height of summer. So, for research and inspiration, we went to London, where the biggest retail chains begin displaying their Christmas products in august.

To guide our clients towards what "type" of Christmas-look we should go for, we created five mood boards for what we called "Christmas worlds".

We then sketched out a large number of och ideas and presented three designs to the clients. We were asked to continue working on two of them. Finally, one design was chosen, we finished up the details and created a design manual for final art to use when creating the packaging design.

OUTCOME
Together, Maya and I created a classic, yet alluring Christmas design, where similar products are easily differentiated by simply changing the background color.

INFO
Co-Designer: Maya Borud
Project manager: Annika Åkesson
Illustrations: Jonas Karner
Copywriter: Tobias Hammar