Sewing Quarter

Festive Advent Calendar

Overview

Project Goal: Create a standout hero product for sewing and crafting enthusiasts during the festive period.

Role: Brand Designer / Photography / Marketing

Timeline: May 2024 – July 2024 (2 months)

Tools & Methods:

Adobe Illustrator
Adobe InDesign
Adobe Photoshop
(Product Creation for Print and Manufacturing, Print & Digital Publications, Product Mockups, Photography Development, Brand Strategy, Mood Boards)

Problem Statement

What problem were you trying to solve?

The previous calendar design was too large and lacked a premium, festive feel. Additionally, the contents often slipped from the blister packs, causing misalignment upon opening. Customers also experienced discomfort and damage to the product while opening it.

Why was this problem significant for the client or target audience?

The oversized design and poor functionality led to frustration for customers. The slipping contents and tears at the hinge reduced the perceived value and premium appeal, potentially impacting sales and brand trust.

Research

Market Research

Objective: To identify how the product’s design, functionality, and feel could be improved.

Methodology: Leveraged feedback from an established community of customers and conducted a dedicated focus group with long-time users. Participants provided specific insights into the strengths and weaknesses of the previous calendar design.

Insights:

Customers were willing to pay more for better-quality materials and an enhanced design.
Many found the previous product’s size difficult to handle.

Product Audit (SWOT Analysis)

Strengths: Established customer base and partnerships with prestigious crafting brands.
Weaknesses: Oversized design and flimsy materials.
Opportunities: Collaborating with premium brands for curated content and festive themes.
Threats: Risk of losing customers to competitors with better-designed products.

Ideation

We began with a mood board to explore themes and ideas aligned with our research findings. Customers showed a strong preference for festive Nordic-inspired graphics and simple geometric shapes resembling sewing or crocheting patterns.

Initial concepts were tested with focus groups, which confirmed that these themes resonated well with the target audience.

Design

Packaging Design

Color Psychology: Used festive red tones to evoke excitement, passion, and energy.
Structure: Opted for a book-style fold-out design to make the product familiar and easier to operate. This redesign allowed for the same number of gifts in a more compact, manageable shape.
Material Choices: Selected heavier paper and cardstock with a matte finish to create a premium feel. The added weight improved handling and subconsciously reinforced the product’s quality.

Visual Identity

Color Palette: Festive reds with accents of hot foiling for sparkle and life.
Typography: Friendly calligraphy-style fonts to evoke warmth and tradition.
Textures: Chose thicker paper with a matte finish for a robust, luxurious feel.
Patterns: Nordic-inspired assets were used as background patterns, drawing inspiration from traditional paper crafts familiar to the audience.

Collateral

We created a range of promotional materials, including:

Adverts for crafting and sewing magazines, as well as The Times newspaper.
A 40-second pre-order teaser trailer aired during live TV segments.

Special Promotions: Pre-order customers received a limited-edition enamel pin badge. Each year, a new hexagonal design was released, encouraging collectors.

Implementation & Testing

Implementation

Initial Launch: Promoted the advent calendar during a live TV segment in October, followed by a print campaign.
Tracking Engagement: Used discount codes in various magazines to identify customer demographics and interests.

Testing

Feedback from pre-order customers highlighted issues with cutout sizes and perforations. Adjustments were made to reduce perforation gaps, ensuring contents stayed secure without opening prematurely.

Outcome

Results

Increased brand recognition by 32%.
Boosted customer trust by 11%.

Impact

Our branding addressed customer concerns by redesigning the calendar based on their feedback. Customers felt heard and appreciated, leading to higher engagement and satisfaction.

Lessons Learned

Focus groups were invaluable for understanding customer needs and preferences.
Empathizing with a wide age range (45–80 years old) highlighted the importance of accessibility and usability in product design.

Reflection

What went well?

The use of premium materials and a redesigned structure greatly enhanced the product’s functionality and appeal. These changes addressed major pain points from the previous iteration.

What could be improved?

Consider exploring gold hot foiling for future iterations.
Develop more robust or moulded insert trays to prevent shifting during transit.

How did this project contribute to your growth?

This project deepened my experience in managing complex physical product designs, collaborating with international brands, and using project management tools like Asana to streamline communication and timelines.

Visuals & Links

Call to Action

Interested in collaborating? Let’s connect on LinkedIn or email me to discuss your next project!