Sappi Holiday Kit

Packaging design

Project Overview

Sappi is a global leader in sustainable woodfiber products, producing products like packaging papers, specialty papers, and graphics papers from responsibly managed forests. 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 analyzed the year's 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 guide the experience. We designed the kit to invite simplicity, creating delightful moments during the unboxing experience.

We were honored to win a 2023 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

Form factor

Starting with the smallest elements and working outward, we created a series of surprises within nested boxes, forming a curated gifting set made entirely with Sappi's premium paper products. This approach allowed us to build the larger concept by focusing first on individual items, ensuring that every step of the unboxing experience delivers true delight.

Design elements

The visual system is vibrant and engaging, using asterisks as both a textural and functional design element. The color palette feels festive yet timeless, making it relevant year-round. Playful details like custom punctuation smiley faces and asterisk patterns complete the cohesive, visually rich experience.

Packaging elements

The uniquely shaped nesting boxes fit perfectly inside the main box, each featuring a custom asterisk on its lid with a unique print finish—foil, gloss, or embossing—showcasing the premium quality of Sappi's papers.

Playful copy, like "sealed with a click," enhances the unboxing experience by referencing the satisfying sound the box makes when the magnet closes. Inside the smaller boxes, you'll discover more delights: embossed notecards, patterned pillow boxes, and playful stickers. Together, these elements create a thoughtfully curated gifting set that brings joy year-round.