Theo Chocolate 2024 Holiday Collection
For the 2024 winter season, Theo Chocolate undertook a refresh of its popular Holiday Collection.
The challenge: to create a unique visual identity for the product line that could translate across product packaging, retail, and digital spaces. In addition to scalability, it needed to be brand-right and giftable, and evoke the spirit of the winter season.
The solution: A core visual concept centered around a winter cityscape, featuring scenes and elements inspired by the products’ flavors. Illustration assets show people gathering, celebrating, and decorating their homes - creating the light, magic, and cheer of the holiday season. The illustrations are heavily featured on pack, while extensive campaign assets expand on this concept through photo, video, animation, and in retail spaces.
Project Deliverables: style guide & asset toolkit; product packaging; spot illustrations; campaign assets including emails, paid promotional digital assets, brand.com and Amazon.com assets, photography, and videography; retail merchandising, signage, and displays
All images and videos property of Theo Chocolate.
The style guide and toolkit includes a variety of spot illustrations and patterns to be used across the campaign, as well as detailed guidance on color, copy, and type usage.
What I did: Creative Direction, Illustration, & Packaging
I developed the collection concept and overall creative direction, as well as a comprehensive style guide and asset toolkit for the product line and campaign. This enabled multiple creatives and agency partners to seamlessly create assets across the seasonal campaign.
In addition to art direction, I also created the original design and illustration for the following product packaging:
Peppermint Crunch 70% Dark Chocolate Bar, Gingerbread Toffee 55% Dark Chocolate Bar, Peppermint Cocoa Cups (individual, 8pc box, and gravity feed), Holiday 4-bar Pack, and Winter Wonderland Confection Collection. (The other packaging was illustrated by other members of Theo’s talented in-house design team!)
Photography and Videography
As part of the launch campaign asset creation, I led a photo and video shoot, working alongside Theo’s marketing and design team to bring the campaign concepts to life. I provided detailed art direction and styling, built the shot lists, and even got to break out some crafting skills to create hand-painted backdrops and props!
Digital Campaign Assets
I provided art direction for digital campaign collateral, including emails, social media assets, multichannel paid promotional ads, and brand.com and Amazon ecommerce assets. Shown here is a small sampling of digital campaign assets I did original design work for.
“Holiday Moments” Social Media Assets
Paid Promotional Ads
Holiday Sneak Peek Email
Retail Signage & Displays
Created holiday-centric displays and designed signage for two retail locations. One was a pop-up at Bellevue Square that was designed entirely around the holiday campaign.
