Branding update for Darice, a craft supply wholesaler. With literally thousands of products and hundreds of micro-themes, the branding needed to be streamlined and updated, communicating quality and value. Monochromatic color freshened the line, putting all eyes on the product and allowing for easier cross-merchandising.
Renee Froerer, Creative Direction | Thomas Dang, Graphic Design
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A sampling of before and after packaging samples. Updated typography gives the product category greater legibility at point of purchase. Black and white communicates value and lets the product shine.
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The surfaces line is similar to the basics line, with the addition of finished surfaces photography.
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Papergoods were given a softer look, more appropriate for the core customer. A neutral gray palette highlights the colorful product and updated typography puts the product category front and center.
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