‘TIS ALWAYS THE SEASON
February 12, 2020
Growing up, our Christmas stockings were a treasure trove of candy, but what I anticipated the most was the yearly LifeSavers
Specific occasions, specific products.
I loved that box. Every year I’d find one in my stocking through my childhood and into my young adult life. It was a tradition.
Imagine my delight, as I was first starting out in my career, when I received a project brief from a new client. LifeSavers wanted me to redesign and re-imagine the Sweet Storybook. Oh, the joy! I could take one of my most cherished memories beyond a box that stored the LifeSavers rolls and push the ‘Storybook’ to the next level. I couldn’t believe this project landed on my desk!
I embarked on this beloved project by coming up with questions and then answering them. For example, did the box really need the windows? Sure, they revealed the product after you opened it, but you could already see the product through the side openings. Therefore, I decided that by taking away the windows, we could add some extra Christmas cheer and market value by using that space for simple games. Inspired by illustrations from children’s books and cartoons, we designed a word search, hidden objects, mazes, letter scrambles and matching objects to build an actual story. We also used the space of the Storybook to develop fun typography and play with color in unexpected ways. I loved this project year-after-year for 8 years!
Pushing the Sweet Storybook in new directions led LifeSavers to award us additional projects that were baby steps to the start of a comprehensive line of seasonal offerings. What followed were initial launches for Valentine’s Day and Easter. We designed Valentine’s Day Pops & Cards and its own Sweet Storybook, whereas
Fast forward to today’s shelf and there’s a greater seasonal presence year-round than ever before. One season blends into the other. Initially,
The seasonal shelf gives CPG companies the ability to innovate and explore new flavors. It helps put a fresh perspective on standard core items that
Regular year-round products seem to be overshadowed and diminished at
I love observing and watching the growth within the seasonal market and the work being done within the industry. I enjoy working on seasonal items when given the opportunity and bringing all those learnings and observations with me to each new design. But that childhood memory of the Sweet Storybook will always hold a special place. The holiday tradition continued, albeit with new meaning for me, when I got to slip a Sweet Storybook I had designed into a Christmas stocking for my own daughter.
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