Client

Tocca

Launched

Winter 2017

Team

Packaging design, packaging art direction, photo direction, and some styling by Cassandra Cortez Gerardo
Production design by Don Krogman
Photography by Atarah Atkinson
Styling by East Olivia and Cassandra Cortez Gerardo

Background

Prior to my role as an art director at Tocca, the company’s past holiday collections featured each product as a unique design without regard to creating a cohesive branding system.

Challenge

Earlier in the year, a new product line Voyage was launched, and my team and I needed to integrate the new packaging with Tocca’s other signature line to create a complete holiday look. In addition, Tocca received feedback from retailers that its past few previous holiday offerings did not stand out among its more festively designed competition.

Accomplishments

The 2017 holiday collection adapts Tocca's classic foil stamped bird pattern and subtly changes it to have a winter theme. To reduce the cost, instead of foil stamping each carton as was traditionally done in the past, the entire collection was printed on mylar. The overall effect reads as classic Tocca with a bold palette and gilded aesthetic.

Process and Deliverables