Sappi Holiday Kit

Packaging design

Project Overview

Every year for over a decade, the Sappi Holiday Kit has been sent to designers, print industry professionals, and clients of Sappi Global as a thank-you for their commitment to and appreciation of design and high-quality, sustainable paper.
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To create this year's kit, our team at VSA Partners analyzed consumer trends, economic conditions, and the ever-evolving role of packaging in people's lives. We based our concept on the proverb “Good things come in small packages,” turning it into a playful fill-in-the-blank framework to showcase Sappi's paperboard qualities and printing techniques. We designed the kit to invite simplicity, creating delightful moments during the unboxing experience.

We were honored to win a 2024 PRINT award in the promotional design category for this piece.

Scope

Copywriting
Creative concepting
Packaging design
Print design
Production

Collaborators

Elisa Penello, Lead Designer
Elaine Palutsis, Associate Creative Director
YanYan Zhang, Executive Creative Director
Jessica Sochol, Strategy
Bisola Sosan, Copy

Design elements

The visual system is vibrant and engaging, using asterisks as design elements to enhance discovery and communication. Each inner box features a custom asterisk on its lid, showcasing a different print finishing technique (foil, gloss, or embossing). The accompanying text entices you to discover the surprise inside. Additional design elements, such as custom punctuation smiley faces and asterisk-based patterns, complete the system.

Packaging elements

The uniquely shaped nesting boxes fit perfectly inside the main box. Inside these smaller boxes are more delights: a set of embossed notecards, pillow boxes with fun patterns, and playful stickers. Together, these elements create a fun gifting set that can be enjoyed all year round.