SEE’S CANDIES
Crafting Nostalgic, Emotional Storytelling
Role: Creative Director
CHALLENGE
Refresh seasonal campaigns while maintaining See’s signature nostalgic, approachable brand voice. For generations, See's Candies has been synonymous with celebration, a beloved part of holiday rituals and family traditions. 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.
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 “experiential 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.
Easter Candy Box
Easter Catalog
Easter Catalog Spread
RESULT
A series campaign catalogs and package designs that strengthened emotional connections with existing customers while attracting new generations to the See's family. The Valentine's Day and Baby lollipop covers became such a design classics that they remain in use today, demonstrating the enduring appeal of thoughtful, heritage-inspired design.
Valentine's Day Catalog
Valentine's Day Catalog Spread
Valentine's Day Lollipop Covers
Keepsake Candy Tins