While at Talking Tables, I refreshed the visual identity and packaging system for Christmas Crowd, a festive games range created for families and friends to enjoy throughout the holiday season. The opportunity was to make the range feel more premium and more ownable on high-end retail shelves, turning Christmas games into something that felt giftable, celebratory and worthy of becoming part of yearly tradition.

The creative direction drew on the emotional role of games at Christmas: shared laughter, familiar rituals and moments people return to year after year. After refining the Christmas Crowd logo, I developed a richer visual system using luxe jewel tones, angular colour blocking and dynamic layouts to create warmth, energy and shelf impact. Champagne gold foiling added a festive premium finish, bringing a sense of glamour and occasion to the range.

Across identity refresh, packaging design and range development, the project transformed Christmas Crowd into a more cohesive and elevated retail proposition. The final direction balanced family-friendly fun with premium seasonal cues, creating a packaging system designed to stand out, feel gift-worthy and earn a place in customers’ Christmas traditions.