YEAR:
2024
ROLE:
Lead Packaging Designer
DELIVERABLES:
Packaging Design
CREDITS:
Licensed Product Design
overview.
Designed during my in-house tenure at Premier Yarns, I designed this craft kit packaging for the ELLE By Me x Premier Yarns campaign — a licensed product line developed in partnership with ELLE Magazine, targeting wholesale retail distribution.
challenges.
Print specifications for the target wholesale retailer required a die-cut display window, which let the yarn's texture and color speak for itself, without inviting customers to open the product.
In addition, I intentionally designed around this specific constraint with the full retail journey in mind, making sure the product and it's most important details were legible while on the pallet, stackable on shelves without losing brand presence, and attractive from the angle of a shopping cart.
design choices.
The color palette for this project was dictated by ELLE Magazine's 2025 marketing guidelines — the palette, tiled background pattern, and fonts in their brand kit. My job was to adapt these guidelines to work with my design, showcasing our full brand partnership.
To give a high-end feel to a box containing only yarn and paper, I recolored their geometric pattern to contrast with whatever yarn was showing through: teal against red, rose against beige. This contrast allowed the packaging and the product needed to read as a unit while catching the eye of consumers.
For text, I chose a clean sans-serif that worked in both all caps as well as lowercase, ensuring that all product information was legible while maintaining the intended luxury feel.
results.
In the end, my design went through two rounds of iteration, adjusting color on the second pass and scaling the pattern tile up significantly, avoiding overcomplicating with a busy design. The darker tones in the pattern were designed for spot UV, with all type and copy in a single ink color designated for gold foil. The final file held three specialty print layers, meaning a bold and tactile finish that you can feel.
