All Wrapped Up

Dec 2012 - by Scott Holmes

‘Tis the season to overspend and overeat and I do it in spades. I’m also the dad/uncle/son that likes wrapping my own gifts…terribly. I’ll admit it, my presents look like they were wrapped by a mountain gorilla; too much paper, so much tape the gifts are hermetically sealed, and bows hazardly adorned. But when Christmas comes around, everyone knows which gifts are from me. I’m consistent and everyone knows my style. My wrapping reflects my personality…my brand. Does yours?

My wife likes to shop (surprise) so I get to see a lot of bags, paper, boxes etc. and I’m continuously surprised at how bad they often look. Just because it’s Christmas, you shouldn’t completely ignore the fact that your company has a personality. Christmas packaging should enhance and reflect your brand, not detract from it. Subtlety is key. Everyone knows it’s the Holiday Season, you don’t need to beat people over the head with it.

WrappedUp


High-end brands do this exceedingly well, instead of adding Christmas to their packaging portfolio, they use Christmas as a opportunity to show off their brand. Checkout Tiffany’s or Holt Renfrew. Their colors and packaging remain true to their ideals. The blues and pinks (respectively) adorn everything still, only small things change like a little more flourish on the bows.  

Their packaging remains consistent because they know their brand. They’ve developed a specific style guide and they don’t deviate. Both brand are aware of their personality and are meticulous in adhering to it. Christmas packaging is an opportunity to get in the holiday spirit and show off your personality. But just like the office party, it’s best not to get carried away with the spirit. Understand, plan, execute are words to live buy for developing packaging for your brand. That and have a Merry Christmas!

 

scott

Scott Holmes is the Director of Marketing Operations at Synergist Communications (www.synergistcommunications.com). He has extensive experience developing travel and corporate brands in Canada and overseas,  through strategic, creative programs that resonate with their identified targets and goals.