Kate Spade New York
Packaging, Collateral Design, Print Design.
Lenox Corporation and Kate Spade New York have partnered together to offer dining, accessories, and home décor for several years now. I worked in-house with Lenox Corporation for five years on their Creative Services - Packaging Team; Many of which I supervised the production and development of all packaging for Kate Spade New York while supporting the full Lenox family of brands.
In 2018, Kate Spade New York initiated a company-wide rebrand to their predominantly pink + blush + deep green colorway in which I converted all existing and new packaging, collateral, and printed materials over to the rebranded assets as well as helped establish internal guides and reference materials.
Credits:
Product Photography: Michael Turley
Packaging
Developing and producing packaging was my primary role while in-house at Lenox. Here’s a selection of just some of the packaging I created for the Kate Spade New York licensed brand.
Packaging Development
Kate Spade New York was always looking for ways to elevate its product and the experience around it. I was tasked with developing a “giftable” packaging for their Sweet Talk tray sets. With their commitment to moving towards more environmentally sustainable packaging standards, we opted for a two-piece sliding tray/box combination made almost entirely of recyclable cardboard and paperboard.
Renders
In development, many of the internal teams wanted to see what packaging would look like in real life. Understandably, non-designers sometimes have trouble visualizing what a flat mechanical drawing will turn out to be in real life. When new concepts were being explored, or when Kate Spade New York’s internal teams wanted to sign off on new initiatives I would create various renders. In some cases, even hand-making some samples for review by all stakeholders. Below is a vector render of a Kate Spade New York Flask two-piece setup box.
Specialized Packaging for Vendors
Oftentimes, specific vendors came to Lenox with specialized requests for products they ordered. Macy’s, for instance, was intent on always having the least amount of packaging between the consumer and the product. I developed an acetate box with a protective corrugated cardboard band to showcase the mugs’ dual-sided design. We incorporated locking tabs into the acetate box to prevent accidental damage if the mug was handled.
Lenox Market Shows
Lenox Corporation holds market shows two times a year to display new offerings and showcase what’s up and coming. This Kate Spade New York product introduction was prior to the company-wide rebrand to Pink + Blush + Deep Green colorways.
