HALLMARK Designs to build brand affinity beyond the logo. Hallmark—an iconic American brand—has famously played a role in peoples lives for more than 100 years. Over time, the brand had become niched to special occasions; it had become the generic of greeting cards. Perhaps worst of all, it was losing relevance with younger generations. The opportunity was to lean into the brand’s emotional stronghold of creatively expressing personal connections. With new positioning and a marketing campaign in the works, Hallmark was looking for innovative package design. The brand language was inspired by the idea of conversations. Hand-rendered typography and a fresh graphic style are the underpinnings of a flexible system designed to organize and integrate many business units. With this new look and feel, Hallmark invites people to engage beyond just the special occasions and find reasons to celebrate the special moments of everyday life.
Stationer y Packaging
Keepsake Ornaments Seasonal Packaging
Gif t Wrap Packaging
Chocolate and Confections Packaging
R E S U LT S + 30% confection sales