christmas packaging 2013: best in class
DESCRIPTION
True Story is a creative agency for retailers and brands. Our Christmas review curates what was new and different for Christmas 2013 across retail - we visited 350 shops across London, Paris and New York. This snapshot looks at themes in gift packaging and products.TRANSCRIPT
NOT YOUR ORDINARY CHRISTMAS PACKAGING 2013
© Copyright True Story. January 2014
p2
© Copyright True Story. January 2014
Come on in
The True Story festive review curates what we’ve seen, snapped and loved in London, Paris and New York and online in December 2013. 350 stores. 1000 pictures.
Here’s just a quick snapshot of our best in class packaging finds across the whole gift spectrum with observations of what was different, new, evolved or changed for Christmas 2013, just as we experienced them.
Not your ordinary Christmas – Packaging
EL
GIN
LAD
BRO
KEG
ROVE
WESTWAY A40
WESTWAY A40
AVENUE
SUSSEX
HILL
ROA
D
RE
GEN T ’ S
PRINCE ALBERT ROAD
NEWCAVENDISH
RANDOLPHAV.
ST.
CHEYNE WALK
C H E L S E AE M B A N K M E N T
ST.GEORGE’S
DRIVE
PENYW
ERN
RD
AVENUE
ROAD
ROAD
ROA
D
V ICTORIA
ROAD
GREENCROFT GARDENS
CARLTON
HILL
AVENUEROAD
E L SWORTHYROAD
QUEEN’SGROVE
ETON AVENU
GLO
UC
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O U T E RC I R C L E
OU
TE
RC
IRC
LE
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C I R C L E
INNER CIRCLE
IN N E R C I R C LE
ST.JOHN’S
WOOD
ROAD
C O N S T I T U T I O N H I L L
S E R P E N T I N ER O A D
ALB
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CHA
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COPENHAGEN ST.
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ST.
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WH
ITM
ORE
ROA
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MIDDLETON ROAD
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PO
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RO
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LAMBETH RD.
BELGRAVE PL.
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THE RING
THE
RI N
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SOUTH CAR R IAGE DRIVE
WIGMORE ST.
LEMAN
ST.
ROBERT STREET
PITFIELD
ST.
MANOR PLACE
JOHNRUSKIN
STREET
COLVILLE TERRACE
LEINSTER
TERRACE
GREYHOUND ROAD
COLUMBIA ROAD
SUTHERLAND
AVENUE
BRAVIN
GTO
N
EBUR
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IDGE
ROAD
GOODS WAY
STREET
ROAD
CA
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QU
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C R O M W E L L R O A D
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KENSINGTONHIGH
STREETKENSINGTON GORE
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W E S T B O U R N EPA R K
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BISHOP’S BRIDGE ROAD
PO
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CH
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TOW
RO
AD
WESTBOURNE
GROVE
WESTERN
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GREAT
EASTBOURNETERRACE
WESTBOURNE
B A Y S W A T E RR O A D
NOTTING HILL GATE
H O L L A N DPA R K
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E
KING
SWAY
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S T R A N D
S T R A N D
CHA
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HAYMARKET
STREET
C A N N O NS T R E E T
LUDGATE HILL
LONDON WALL LONDON WALL
CIRCU S
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STRE
ET
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OR
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TE
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AY
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ROAD
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BETH
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AD
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KE N N I N GTONL A N E
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ST. GEORGE ’S ROAD
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GROSVENOR R OAD
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S ST.
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NST.
WH
ITE
HA
LL
STAMFORD STREET
S O U T H W A R K S T R E E T
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CK
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RO
AD
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O
ROA
D
LONDONRD.
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IGH
STRE
ET
GR
EATD
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S T R E E T
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GRANGE RD.TOW
ERBRID
GERO
AD
TOOLEY
STREET
RO D N E Y ROADHEYGATE ST.
SO UTHWARK PARK ROAD
JAMAICA ROAD
YORK
RD.
NEW
INGT
ONCA
USEWAY
V I C T O R I AS T R E E T
GR
OSV ENOR
PLACE
SUTHERLANDST.
PIMLICO ROAD
LOW
ERSLOANE ST.
HO
R
S E F E R R Y RO A D
MA
RSHA
MSTREET
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SMITH
ST.
L U P U S S T R E E T
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LL
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COURTROAD
QU
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TE
BUCKINGHAM
PALA
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AD
WILTON
ROAD
BELGRAVEROAD
WAN
DSW
ORTH
DRUID
STR E E T
CROSS
RO
AD
SHAFTESBURYAV.
P I C C A D I L LY
PALL MALL
EAST S M ITHFIELD
STREET
NEW
FETT
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.
HOLBORN VIADUCT
H O L B O R NHIGH HOLBORN
LOWER THAMES ST.
H OLBORN
BAY
LIS
ROA
D
NO
RTH
END
ROA
D
THURLO EPLACE
BRONDESBURYROAD
FINC
HLE
YROAD
VAUX H A L LB R I D G E
R O A D
MA
NSELL
ST.
E D G WA R E
R O A D
KILBURN LANE
LANE
FINBOROUG
H ROAD
FINBOROUGH
ROA
D
RED
CLIFFEGARDENS
REDCLIFFE GARDENS
KEN
NIN
GTO
NPA
RK
RO
AD
KEN
NIN
GTON
PARK
ROAD
L I L L I ER O A D
CO
MM
ERCIAL
STREET
COMMERCIAL
STREET
OLDBROMPTON
ROAD OLD BROMPTONROAD
PR
INC
E ’SS
T.
ROAD
EUSTON
DUNTO
NRO
AD
VA
LLAN
CE
RO
AD
ST. THOMASSTREET
EAST
ROA
D
BEECH STREET
SILK ST.
LLEGE.
WELLINGTON
ROAD
BA
KERS
TREET
C AM
DEN
ROA
D
CROWNDALE ROAD
BA
RNSB
URY
KING’S
CROSSRD.
LANGHAM PL.
BATTERSEA
CHELSEAE M B A N K M E N T
EATON
GATE
EBURY BR.
GREYCOAT PL.
BLA
CKFR
IARS
BRI
DG
E
SOUT
HWAR
KBR
IDGE
NEW
CHANGE
ELDON ST.
GREAT
WHITECHAPEL HIGH ST.
ST. BOTOLPH ST.
W H I S TO N R O A D
NUTTAL ST.
UPPERGROUND
WESTBOURNE
STREET
UPPERBELGRAVE
EATONSQUARE
BOROUGH ROAD
RD.
ROAD
SOUT
H
CHELSEA
QU
EENSTO
WN
BRIDGE
DRAYCOTTPLACE
SLOANE AVENUE
PELHAM ST.
PANCRASR
OA
D
PANCRASROAD
GOLBORNERO
AD
AL
BE
RT
EM
BA
NK
ME
NT
BRUTON
QUEEN VICTORIASTREET
EARN
SHAW
ST.
CHIPPEN
HA
MRO
AD
CRESC.
EAST STREET
O L D
K E N T
R O A D
YO
RK
WA
Y
THU
R LOW
STREET
TOWER ST.
PREBENDST.
ST.
WAY
HIGH
ELIZABETHSTREET
PRAED
STREET
CONDUITST.
CHARTERHOUSESTREET
GREAT
PORTLA
ND
STREET
RANDOLPHAVENUE
WARWICKAVENUE
WARW
ICK
ROAD
CROMWELL R OAD
BRESSENDENPL.
COOK’S
ROAD
WESTCROMWELL
ROAD
FULHAM BROADW
PROVO
STST.
BELGRAVE
WORSHIP STREET
GEORGE
STREET MA
RYLE
BO
NE
HIG
HST
REET
UniversityCollegeHospital
RoyalMarsdenHospital
Chelsea &Westminster
Hospital
St. Thomas’Hospital
RoyalBromptonHospital
Chelsea OldTown Hall
Green LineCoach Station
Victoria CoachStation
Great OrmondStreet Hospital
MoorfieldsEye Hospital
Prison
BritishLibrary
IslingtonTown Hall
Guy’sHospital
RoyalCourts ofJustice
CityUniversity
BusinessDesignCentre
St.Bartholomew’s
Hospital
City Hall
OldBailey
SaatchiGallery
BritishMuseum
Southbank Centre(Royal Festival Hall)
TrafalgarSquare
Covent GardenMarket
St. James’sPalace
TelecomTower
NationalGalleries
Horse Guards
DowningStreet
Churchill Museumand CabinetWar Rooms
London Aquarium
London Eye(Millennium Wheel)
London Zoo
LondonCentralMosque
MadameTussaud’s
CricketMuseum
LittleVenice
PortobelloRoad
Market
Earl’s CourtExhibition
Centres
KensingtonPalace
Olympia
North EndRoad Market
Stamford BridgeChelsea FC
RoyalAlbert Hall
Natural HistoryMuseum
Victoria &Albert
Museum
ScienceMuseum
BuckinghamPalace ‘Big Ben’ and
Houses of Parliament
WestminsterAbbey
WestminsterCathedral
TateBritain
Battersea
SmithfieldMarket
St. Paul’sCathedral
The Temple
Museumof London
Bank ofEngland
The Old VicTheatre
Shakespeare GlobeMuseum & Theatre
TateModern
Barbican Centre
SomersetHouse
Gabriel’sWharf
MillenniumBridge
London IMAX
Sadler’sWells
Theatre
BroaMa
ImperialWar
Museum
Cuming Museum & Library
SpitalfieldsMarket
Tower ofLondon
OvalCricket Ground
Regent’s ParkOpen AirTheatre
RoyalOperaHouse
Tower BridgeExperience
MarbleArch
Harrods
LondonDungeon
Royal NationalTheatre
St. Mary’sHospital
SouthwarkCathedral
Vinopolis
WellingtonArch
LondonTransportMuseum
footbridge
2
Bankside Pier
TowerMillennium Pier
1
43
5
SavoyPier
WarrenStreet
GreatPortland
Street
Regent’s Park
BakerStreet
St. John’sWood
Swiss Cottage
CamdenTown
GoodgeStreet
BondStreet
MarbleArch
Lancaster Gate
Queensway
Bayswater
NottingHill Gate
HollandPark
LadbrokeGrove
RoyalOak
Paddington
EdgwareRoad
EdgwareRoad
Warwick Avenue
Kilburn Park
MaidaVale
Chalk Farm
TowerHill
AldgateEast
AldgateSt. Paul’s
MansionHouse
Temple
ChanceryLane
RussellSquare
Holborn
CoventGarden
LeicesterSquare
Borough
LambethNorth
Kennington
Oval
Pimlico
St. James’sPark
Westminster
Embankment
GreenPark
Hyde ParkCorner
Knightsbridge
SouthKensington
GloucesterRoad
WestKensington
onsurt
High StreetKensington
Fulham
SloaneSquare
Euston Square
WestbournePark
Elephant& Castle
MorningtonCrescent
Southwark
Berm
Cadogan Pier
MillbankMillennium
Pier
London BridgeCity Pier
St. Katharine’sPier
Hoxton
ShoreditchHigh Street
Haggerston
Marylebone
Paddington
Queen’sPark
KilburnHighRoad
CaledonianRoad &
Barnsbury
Essex Road
Old Street
Moorgate
LiverpoolStreet
BarbicanFarringdon
CannonStreet
CharingCross
Waterloo
WaterlooEast
Elephant& Castle
Vauxhall
Victoria
WestBrompton
BrondesburyPark
CamdenRoad
Earl’sCourt
King’s CrossSt. Pancras
St. PancrasInternational
King’sCross
SouthHampstead
City Thameslink
Blackfriars
KensingtonOlympia
TowerGateway
The Serpentine
RoundPond
River Thames
River Thames
Regent’s Canal
Regent’s Canal
St. Katharine’sDock
CityRoad
Basin
Wenlock
Basin
King
slan
dBa
sin
TheLong
Water
Northern line
Northern line (Bank branch)
Northern line
(Charing Cross branch)
Victoria
line
Piccadilly line
Vict
oria
line
Piccadilly lin
e
Vict
oria
line
Jubilee line
South
Wes
t Tra
ins
Northern line M
etropolitan and Circle lines
Hammersmith & City,
District line
Piccadilly line
District lineCircle line
Central line
District line
Circle line
Bakerloo line
Jubilee line
Chiltern Railways
Metropolitan line
Bakerloo line
Bakerlooline
Central line
Jubilee line
Piccadilly line
First Capital Connect
c2c
Hammersmith & City
and District lin
es
National Express
East Anglia
Central line
Waterloo & City line
Jubilee line
North
ern l
ine
Southeastern andFirst Capital Connect
Southeastern and
First Capital Connect
Docklands Light RailwayCircle line District line
First Great Western,Heathrow Connect and
Heathrow Express
Southern
London Overground
Southeastern,
Southern and
First Capital Connect
Capi
tal C
onne
ct
Southeastern
andSouthern
Hammersmith & City line
Vict
oria
line
Nor
ther
nlin
e
Jubilee line
Victorialine
Bakerloo line
Northern line
Northern lineDistrict line
Circle line
First Capital ConnectFirst Capital Connect
Central line
North
ern
line
London Midland
LondonOvergroundLondon Midland
London Overground
London Overground
Firs
t
Southeastern
London Overground
District line
London Midland
London Overground
High
Spee
d
Sout
heas
ter
n
Lond
onO
verg
roun
d
LondonOverground
ShoreditchPark
Primrose Hill
Lincoln’s Inn Fields
Coram’sFields
Gray’sInn
Gardens
BunhillFields
ArtilleryGround
HaggerstonPark
KenningtonPark
VictoriaTowerGardens
Hyde ParkKensingtonGardens
Battersea Park
Burton’sCourt
Ranelagh Gardens
Green Park St.James’s
Park
HollandPark
BromptonCemetery
QUEENSPARK
PADDINGTONCEMETERY
Regent’sPark
LudgateCircus
BricklayersArms
HolbornCircus
Soho
Bloomsbury
Mayfair
Euston Clerkenwell
Barbican
IslingtonCamden
Town
Marylebone
Bayswater
Kensington
SouthKensington
Chelsea
Earl’sCourt
WestKensington
onsrt
NottingHill
WestKilburn
St. John’sWood
MaidaValeMaida
Hill
SouthHampstead
Brondesbury
Kilburn
salse
St.Pancras
Finsbury
CityHolborn
Westminster
Pimlico
Belgravia
Knightsbridge
Brompton
Primrose Hill
Haggerston
Spitalfields
BermondseyNewington
Lambeth
Walworth
Southwark
KenningtonVauxhall
Nine Elms
WestBrompton
Shoreditch
Hoxton
Farm
CoventGarden
PentonvilleSomersTown
LissonGrove
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MARYLEBONE
PADDINGTON
VICTORIA
WATERLOO
CHARINGCROSS
LONDONBRIDGE
FENCHURCHSTREET
LIVERPOOLSTREET
EUSTON
KING’SCROSS
OXFORDCIRCUS
PICCADILLYCIRCUS
TOTTENHAMCOURT ROAD HOLBORN
ANGEL
BANK
CANNONSTREET MONUMENT
LORD’S
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General A3 Leaflet 01/09/2010 09:17 Page 2
p3Not your ordinary Christmas – Packaging
© Copyright True Story. January 201400XXXXXX.XXX
TRADITIONAL FESTIVE
Traditional packaging had a more festive feel with red
being the predominant colour theme. Tins, brown paper
and tactile boxes were covered in heritage style
graphics and pattern with display typefaces.
WILLIAM SONOMA
WHOLE FOODS
DEAN & DELUCA
HARRODS
Best in Class
PACKAGING
p4Not your ordinary Christmas – Packaging
© Copyright True Story. January 201400XXXXXX.XXX
WHOLE FOODS
NAILS INC
WEST ELM
PURL SHOP
CRATE & BARREL
FUNCTIONAL SIMPLICITY
Beautiful gifts wrapped in functional and tasteful
packaging. Brown paper and card creates a simple base
for some well considered typography, letterpress or
just a dash of gold foiling. Straightforward formats and
presentation let the product speak for itself.
Best in Class
PACKAGING
p5Not your ordinary Christmas – Packaging
© Copyright True Story. January 201400XXXXXX.XXX
CRACKERS FOR CALENDARS
More brands offered minis and samplers in cute calendar or
cracker form. It’s a great way to stretch the product offer to new
customers and makes a fantastic gift pre-Christmas as well.
WELEDA
LIPSTICK QUEEN
NEXT
JO MALONE
NAILS INC
M&S
M&S
BOOTS
DRINKS BY THE DRAM
LE BRUCHEN SCHMIDT
CIATE
Best in Class
PACKAGING
p6Not your ordinary Christmas
© Copyright True Story. January 201400XXXXXX.XXX
HANGING MINISThe trend has grown in popularity with many brands,
particularly the beauty sector offering miniature treats
of their products in sweet hanging trinkets and baubles.
PHILOSOPHY
SEPHORA
SEPHORA
TOPSHOP
THIS WORKS
CIATE
EVE LOM
AROMATHERAPY
FRESH
DIPTYQUE
RODIAL
99 HAIR BANDZ
SPACE NK
Best in Class
PACKAGING
CHLOE
p7Not your ordinary Christmas – Packaging
© Copyright True Story. January 201400XXXXXX.XXX
FOSSIL
LUSH
JESSICA
ROSE & CO
NOVELTY ITEMSIt’s all about shape and format with novelty gifts.
Cute characters and festive icons are recreated in fun
product and packaging. Cheerful snowmen, cheeky
candy, gingerbread houses and festive bath bombs
in delicious cupcake disguise.
DYLAN’S CANDY BAR
THE BODY SHOP
CRATE & BARREL
Best in Class
PACKAGING
p8Not your ordinary Christmas – Packaging
© Copyright True Story. January 201400XXXXXX.XXX
LUSH
DIPTYQUE
HARVEY NICHOLS
SMASHBOX
L’ARTISAN PARFUMEUR
CONTEMPORARY COLOUR
Striking displays of colour featured on many products and
packaging. Anything goes from neon to primary colour
palettes. Clashing and graduated colours were a feature
and added to the alternative feel of Christmas.
Best in Class
PACKAGING
p9Not your ordinary Christmas – Packaging
© Copyright True Story. January 201400XXXXXX.XXX
ARTISAN CREATIONS
Tactile materials, elaborate illustration and display
typefaces created a handmade feel for some packaging.
Plain and patterned card, paper and fabric were layered
together with handcrafted type for a vintage look.
SELFRIDGES
SELFRIDGES
DEAN & DELUCA
PENHALIGON’S
FORTNUM & MASONBest in Class
PACKAGING
This is just the tip of the iceberg If you are interested in finding out more, get in touch.
True Story is a creative agency for retailers and brands. We work in 3D, 2D and the virtual world.
Email [email protected] [email protected]
Or follow us on
True Story Ruddington Manor Manor Park Ruddington NG11 6HD +44 (0)115 984 4200 www.truestory.uk.com
True Story is a trading name of True Design Ltd. Registered in England and Wales No. 3310200. Registered Office: As address. VAT No. 974 8525 70