Greetings from Me and See’s

Honoring tradition while refreshing the brand story through photography, catalog and packaging design for every season and celebration.

Client: See’s Candies
Role: Creative Director, Photo Art Direction, Packaging and Catalog Design

Open tin of assorted chocolates next to a smaller plate with three chocolates, two with drizzle topping, on a white background with a black ribbon reading "See's Candies".

The Challenge

For generations, See's Candies has been synonymous with celebration, a beloved part of holiday rituals and family traditions. With decades of chocolate-making heritage, the brand holds a nostalgic place in the hearts of customers of all ages. The challenge was to honor this cherished legacy while keeping the brand fresh and relevant for contemporary consumers. Each seasonal campaign needed to balance the timeless appeal that customers expected with innovative design approaches that would capture new audiences and reinvigorate longtime fans.

Various round boxes with floral illustrations on their lids, featuring pink, purple, yellow, and orange flowers with green leaves.

The Solution

Each holiday campaign included new candy box designs, a new catalog, and in-store displays. I developed a design strategy that created brand experiences for each season by seeing the packaging and catalogs as extra-dimensional greeting cards intended to reflect nostalgia and brand legacy while embracing a touch of modernity.

This approach transformed the functional chocolate box packaging into meaningful keepsakes that extended the emotional connection beyond the moment of consumption.

Valentine's Day candy hearts with pink and red hearts and messages, including "Bee My Valentine" and "Be My Valentine."

The Result

A series of seasonal campaigns that strengthened emotional connections with existing customers while attracting new generations to the See's family. The Valentine's Day lollipop covers became such a design classic that they remain in use today, demonstrating the enduring appeal of thoughtful, heritage-inspired design.

Three decorated holiday-themed metal tins, two round with Christmas designs and one rectangular with a wreath illustration, all labeled See's Candies, with Christmas decorations including holly, pine branches, candy canes, and Christmas bells.