Theo Chocolate 2024 Holiday Collection

Theo Chocolate undertook a re-design of its popular seasonal Holiday Collection for the 2024 season. The packaging designs depict a winter cityscape, featuring scenes and elements inspired by the products’ flavors. The illustrations show people gathering, celebrating, and decorating their homes - creating the light, magic, and cheer of the holiday season. Print and digital campaign assets expand on this concept through photo, video, and animation.

Project Deliverables: style guide & asset toolkit; product packaging; spot illustrations; campaign assets including emails, paid promotional digital assets, brand.com and amazon assets, photography, and videography; retail merchandising, signage, and displays

All images and videos property of Theo Chocolate.

The style guide and toolkit includes a variety of spot illustrations and patterns that can be used across the campaign, as well as guidance on color, copy, and type.

What I did: Creative Direction, Illustration, & Packaging

I developed the collection concept and overall creative direction, as well as a comprehensive style guide and asset toolkit for the product line and campaign. This enabled multiple creatives and agency partners to seamlessly create assets across the launch campaign.

In addition to art direction, I also created the original design and illustration for the following product packaging:
Peppermint Crunch 70% Dark Chocolate Bar, Gingerbread Toffee 55% Dark Chocolate Bar, Peppermint Cocoa Cups (individual, 8pc box, and gravity feed), Holiday 4-bar Pack, and Winter Wonderland Confection Collection. (The other packaging was illustrated by other members of Theo’s talented in-house design team!)

Photography and Videography

As part of the launch campaign asset creation, I led a photo and video shoot, working alongside Theo’s marketing team to bring the campaign concepts to life. I provided art direction and styling for photography and videography, and even got to break out some crafting skills to create hand-painted backdrops and props!

Digital Campaign Assets

I provided art direction for digital campaign collateral, including emails, social media assets, paid promotional ads, and brand.com and Amazon PDP and homepage assets. Shown here are a small sampling of digital campaign assets I did original design work for.