Duffy & Partners has designed the new brand language and packaging system for Hallmark. The design is collaboration between Hallmark's in-house design team and Duffy & Partners.
With a new brand expression and tagline in hand, Life Is A Special Occasion, Hallmark turned to Duffy to help interpret the new visual expression into a packaging solution. The new positioning moves Hallmark from participating only in those hallowed moments of holidays, weddings and funerals to celebrating every day moments.
Duffy built on Hallmark's themes and ideas and created a cohesive brand language to showcase Hallmark's creativity as well as deliver instructional messaging for product use and operation. Duffy & Partners set the framework with the Keepsakes ornaments and Hallmark expanded the design across categories.