Bright, colourful and bursting with sunshine, the Australian Christmas is no doubt unique. It is this exact uniqueness which has served as the inspiration behind our 2016 Christmas creative. Here, we talk to graphic designers Reina and Kayley about the process they undertook when creating and designing this year’s Christmas packaging.
Reina: We start the design process in January as soon as we come back from the holiday period. The real inspiration came from when I went and celebrated Christmas in the Northern Hemisphere. Everyone was asking me how Australians celebrate Christmas. I found myself constantly explaining to people how Australians celebrate Christmas which was really my light bulb moment.
Reina: My main source of inspiration was focusing on a modern Australian Christmas – clean, simple, fresh and colourful. Australian Christmas is so great; it’s relaxed, it’s fresh, it’s got this freedom, we have these gorgeous barbeques with heaps of seafood and fresh food. There’s watermelon, summer fruits, stone fruits. So it was all right there in front of me – we really have to celebrate the uniqueness of the Australian Christmas.
Reina: I wanted to highlight the colours of summer and the way in which we celebrate Christmas in Australia; the sunshine, turquoise water, summer fruits, fresh seafood and the beautiful pink sunsets. So I just went down to the beach and started taking photographs of everything. And then all these beautiful summer sunsets with all these amazing colours in the sky.
Kayley: I came in during the concept stage, and worked with Reina to develop and execute her vision for a modern Australian Christmas. When developing the colour palette we used Reina’s initial holiday photographs as the foundation of the mood boards. These mood boards ultimately led to the final colours and colour combinations of the packaging.
Reina: Many of the images used to create the mood board came from my personal collection of images taken from summer holidays. Lots of snorkeling in crystal-clear waters, collecting seashells, all of this Australian flora and fauna, seafood feasts and delicious summer fruits.
Kayley: We wanted the colour combinations of the boxes and sleeves to represent the colour combinations found in Australian nature and landscape. The blue combinations represent the varying shades of water; from light turquoise to deep blue ocean, whereas the pink combinations represent the varying shades of summer sunsets. Yellow acts as the bright pop of sunshine against the ocean blues and pink sunset hues.
The Eco Factor
Reina: This year we really focused on the sustainability of the packaging design by using 100% recycled stock to construct the boxes and creating a design solution that minimised waste while being multi-functional. The sleeve that displays the product name and description is designed to be reversed for gifting.
Kayley: We want the sleeves to really encourage people to minimise excess gift wrapping, which happens so easily during the Christmas period. We’ve also designed a series of gift tags and cards to accompany the packaging. This means you can purchase your gift from a Country Road store and take it straight home to place under the tree.
Kayley: When reversed, the sleeves reveal a chic mini print design that transforms the sleeves into a form of wrapping paper. We wanted to create modern prints that subtly allude to Christmas without being overt, so it’s our modern interpretation of Christmas. For example, the dandelion print is our take on the traditional snow flake. We loved the concept of blowing the dandelion into the wind and making a wish, which we thought fit well with Christmas. We also have used circular prints that reference baubles and triangle prints that reference a Christmas tree in a modern way.