Spree, Gift Card Packaging

Developed research-driven concept for new gift card. Concept included product name, visual identity system and design brief.

Design brief excerpts:

Design Strategy: Visualize a fun, guilt- free, light-hearted experiencewhile building Spree’s brand awareness and communicating Spree’s value-proposition.

Nomenclature, the “name” : Spree, stands for “shopping spree.” It gives an experience of fun, carefree and escape. The verb itself has a lot of energy and bounce to it. . Spree works as an occasion oriented-gift, whether it is for birthdays, holidays or “hey you just need to getaway” day.

Color: Bright solid colors visual cues are used  for their attention-getting affect. They say “feminine, shopping and new” quickly! This palette was chosen also because it stands out from the usual palette seen on gift card malls. The white and brights will be a block for the users eye to focus on. 

Graphic elements : The balance between fun and structure continues with the illustration and graphic elements. While still remaining light-hearted, the slanted diagonals give the card depth. The diagonals measured and exact strokes balances the curvy freehand typography. They form a solid geometry that attract across the room as well as up-close.

As accents, “hand-drawn” graphical callouts (asteriks) are used, sparingly. All elements, type, color, etc works in hiearchy displaying attention-getting yet clean, personal yet stylish.