cheryl’s WHIMSICAL holiday 2021 seasonal collection

Visual Identity, Patterns, Typography, Graphics, Packaging Design, Store Signage

For the Cheryl’s Holiday ’18 collection, I was asked to create designs that celebrated Christmas and the holiday season in a traditional way. We wanted the packaging to feel nostalgic, and evoke winter warmth and holiday wishes.

In order to create a collection that embodied the holiday spirit in a traditional way, I focused on classic Christmas colors, natural winter elements and plaid in the graphics. The palette was mostly red and greens with pops of gold. I digitally painted poinsettias and greenery for the featured graphics. Green and occasionally red buffalo plaid was paired with the winter botanicals. I also digitally painted a classic snowman scene to include throughout the line.

I also used these graphics to create interior store signage. Prior to Fall 2016, the Cheryl’s stores did not have consistent, branded signage. As part of our brand redesign, I collaborated with our in-store merchandising lead to establish a store signage system that we could apply to each new season’s collections. Every major collection received a large photo-dominant introductory sign encouraging customers to check out the new line. Cheryl’s products did not have barcodes, so each collection also received a sign indicating the price of each gift in the collection. I also created a price-point library of small signs featuring promotional pricing in the store. We then visited each store seasonally, to help them implement new floor-sets, and create consistent visual stories for each new collection.