I was asked to develop a visual and structural packaging system that could unify European gifting companies Photobox, Hofmann, and PosterXXL under one consistent brand language. The surprise and delight of unwrapping gifts inspired the creative direction for the packaigng. I introduced a refined design hierarchy, a gift tag as a shipping label container, and a bold confetti-meets-gift wrap patternwork revealed upon unboxing.

The new system reduced material waste, simplified production processes, and also strategically brought joy to the unboxing experience. It not only improved sustainability and cost efficiency but also elevated brand perception, aligning the packaging with Photobox Group’s joy-making brand positioning.