Christmas is a crucial season for any business, especially in retail. In collaboration with Tu, I played a significant role in the initial ideation stage, exploring diverse design styles to capture the festive spirit and appeal to a broad audience.
The project began with extensive brainstorming sessions, focusing on generating innovative and engaging design concepts. Various styles were considered, from traditional Christmas motifs to modern and minimalist interpretations, ensuring a wide range of options that could resonate with Tu's diverse customer base.
A key aspect of the project was carefully considering colour changes to avoid clashes with ongoing in-store promotions. This involved coordinating closely with Tu’s marketing team to understand the existing promotional landscape and selecting a colour palette that complemented rather than conflicted with current campaigns.
Once the design direction was finalised, the next step was adapting the design to various packaging formats through artworking. This involved meticulously adjusting the design elements to fit different sizes and shapes of packaging, ensuring that the visual identity remained consistent across all products.
The design was also adapted for use online in the Christmas clothing range. The consistent design helps reinforce brand recognition and creates a unified shopping experience across different platforms. The design is set to be used across Christmas 2023 and 2024. This longevity indicates the timelessness and adaptability of the design, allowing Tu to maintain a consistent aesthetic.