Hallmark’s New Brand Identity

With the holidays right around the corner, we’ve been lucky enough to see so many amazing cards, videos, projects and packaging designs that celebrate the season. One new  brand identity caught our eye with its hand-rendered type and casual tone. If you’ve come across Hallmark ornaments or any of their products as you’re braving the elements (i.e., malls and stores in general this time of year), you may have noticed that Hallmark has received an updated look. The design firm Duffy & Partners, in collaboration with Hallmark’s in-house team, are behind the new brand language and packaging system for Hallmark.

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HMK_OrnamentsHallmark first developed a new brand expression and tagline “Life is a Special Occassion” before turning to Duffy to help take it across the finish line with developing a visual system and packaging.  The idea is to move Hallmark from the only being seen as the source for celebrating holidays and weddings, for examples, to “celebrating every day moments.” You can see this idea carried out in the wrapping paper, chocolates and sketchbooks below.

Duffy built upon Hallmark’s new positioning and aesthetic to help the brand “celebrate the beauty of everyday life” (also Hallmark’s new objective). Out of these ideas, Duffy worked create the brand language – with hand-rendered type and a more conversational tone, as you can see on the ornament packaging above (and at the bottom of this post).

HMK_Chocolates HMK_WrappingPaper HMK_StationeryIf you’re an in-house designer, be sure to pick up a copy of  The In-House Design Annual.


Hallmark was pleased with the results of their in-house team and Duffy’s work. Lisa Macpherson the senior vice president of marketing at Hallmark explains:

Duffy embraced and even advocated work our own design studio had done and applied it to packaging in a fresh, clear, recognizable way. They also encouraged us to simplify, clarify, and streamline in ways I know we could not have done ourselves.

HMK_Peppermint HMK_Pretzels HMK_Santa


mds_amazingpackagedesign-500_2Love this packaging design? Learn how to create great designs and solutions for your clients and get inspired with the Amazing Package Design Ultimate Collection. With everything from books, downloads to the Introduction to Package Design workshop, you’ll be ready to tackle new projects in the new year.