Christmas packaging 2013: Best in class

1. NOT YOUR ORDINARY CHRISTMAS PACKAGING 2013 © Copyright True Story. January 2014

2. General A3 Leaflet 01/09/2010 09:17 Page 2 AD RO X SE ES ria Vic to D A RO T X REE SE ES ST R PE UP ON HIGH ISLINGT ST. UE EN Northern line s BRIDG SOUTH ROAD US CA M PL AC E AT E ORG LON GH HI EA OK ’S JO HN RU SK IN ST RE ET 1/2 mile Camberwell A LB E OAD W EL L RD NE W . CO ROAD Brickl Arm DN EY ROAD Cuming Museum & Library KE AN OR RO Walworth AD ER H UG RO O E W AY rthe rn lin e No ON GT WIN NE AD RO RK ON GT IN Kennington NN HE RO RK lin e MB 11/4 miles Brixton AD PA ern ON GT NN CA KENT S T. TE YGA ST © Copyright True Story. January 2014 ROAD 3/4 mile Stockwell IN rth Oval Kennington Park KE O VA L PA G E N ON No D GT T AD SOUT H LAMBETH R OA BLACKFRIARS S RO A YLI BA Tra in th We st EM ERT IN ET BLACKFRIARS BRIDGE E RE UR ST . GILTSP OL D BA ILE Y L N. TER NEW FE T YO ROAD CE LA PA ETH L AMB So u ENT BA NKM ANK LLB ALB NN E LAN ON MO AV RY BE SE RO . RD WARK NT RI ON SE PE ST . PE OR LT H CA AL D RE RK ST Y BARNSBUR GO AVE . U RY SB TE AF SH line ROAD HEM INGF ORD Sou Hig theas h S te pe r ed MI UA . ST . IP ISL HN JO AD RO R NO VE S LU PU NEW Elephant & Castle RO SW R O O RT AD H line D ROA CE PA L A AM GH IN CK BU RIDG E RO AD UR YB EB M O N M O U T H S T. ST . T UI ND ET RE ria Vic to E EA GA TE RO AD AD RO N DE M CA Victoria l ine MA RY LEB B TO N AD RO AL IT SP L HO Fir Capital st Connec t KE EET ST R H ON E HIG D A RO N O PT M O YA LA Oval Cricket Ground N WAN D I E CO RD GA RI N G THE R RO D BERWELL . S NING T O N Kennington RD ROA R RD ’S Newington VE FO GE Elephant & Castle CAM EY ROA D AD RL OR Imperial War Museum KE A B RO HA Borough BOR OUG H GE Gu Hos DO . TH T B ET EA AD e GR RO S T. S T RE TH AM Southwark Cathedral T li n Jubilee OR LH STREE AD LSE D. HR ET MB LA ST EET LW FU RK Southwark WA KEN Vauxhall NI RD . WA C Ban Eng Cannon CANNON Street STREET n Vinopolis A SH AR R O GE KEN HAM P O ULTR Y BANK T REE O N ST STR M ID line FUL KENTISH TOWN RD. AY KW PA R CE IN PR NE RD . LEBO A RY DM OL S EN AE PR EX SS AS IDE Mansion House d ern an east onnect Southapital C C First RD UTH . N V I CT O R I A Millennium Bankside Pier Bridge Shakespeare Globe Museum & Theatre Tate Modern RD ER City line C A N N (underground station closed until late 2011) ON W APS LON I G W QU EE N CHE District line Blackfriars ROA D ROAD BR ria Victo CH Lo nd ROA D LL E S T. Waterloo & SO WALL KIN VI G AT line NY NEW hern PE Museum of London LONDON T. S S PEMB RID GE SILK ST . Moorgate ter Southeas P E M BR ID G E R D . ET P RIN CE’ SU RIDG EA CAM B UE EN AV D A O NE W CH St. Bartholomew’s Hospital Nort LL B R I D GE KENNINGTON HA Lambeth North ROAD Lambeth Bunhill Fields ILL RO OR D Market HANGE NE W C EL OA ET STR E E T T ND D ROA H ST. BEE E STR TE mile ShepherdÕs Bush ST R Barbican Centre SGA ET R E Smithfield LO BET Y BUNH ALDER TER H P R O VO W AL K RE AD INS TON Millbank Millennium Pier RO TM NING LAMBETH BR. M LA O ES RT ES S D UN ION The Old Vic Theatre KEN Victoria Tower Gardens LO W NO s in ER St. Thomas’ Hospital W Ba PH E RD ck SHE n lo DUC Southeastern and First Capital Connect AT Waterloo WATERLOO ‘Big Ben’ and Houses of Parliament EET Y STR CROPLE We OL ST T W D S Old Street OldCen Bailey tral lin e St. Paul’s L UDG ATE HIL L St. Paul’s Cathedral ND TREE D S ST SE Southwark WESTMINST ER BRIDGE NE ect Conn ital ET ST VER Moorfields Eye Hospital T REE D LA. GE ID BR M OU FOR E OL PO REET ST AD Artillery London IMAX Waterloo East 2 AD ROA Y O 1/2 Cap RE s in LL LANE CER LO GR OU City Thameslink BR. ST. FARRINGDON ST. NEW OE SH AN ER AT W mile Hammersmith AD st Fir ST a d B WE DEN N V IA 5 A ST Southbank Centre (Royal Festival Hall) LE RO RF AD AR N G BOR T H ER Ludgate Circus STREET ET Royal National E R P Theatre UP ET Barbican Ground TTO HA CH MEN T MBANK RE RO . ST D RO HOL R HA Gabriel’s Wharf 4 RO GOS ET N TO E RIA Y Barbican The Temple Temple Circle line ND VIC D oa y R STRE O RA Somerset House ST H EN Farringdon C FLE D RT EB JOHN T RD. AY ST OR NO PR ON ROAD NWELL H YC IF EW GT C it S T. EE D GSW W LL CIT Clerkenwell G HA N IN D STR K IN 1/2 E N ROA AM W E L L N IN N W DGE Nine Elms CK CIT City University Chancery Holborn Circus Lane London Eye (Millennium Wheel) MILLBANK E S LM RI Royal Courts of Justice STR EET UX Sadler’s Wells Theatre AY ’S RO EHALL VA PA ANGEL HOLBORN HO L B O R N 1 MA RSH AM Tate Britain Finsbury GR ON N footbridge CHARING Charing Cross CROSS OS NE Gray’s Inn Gardens Holborn London Aquarium Westminster ST. GT. SMITH BRI IN AD PT WHIT ERT E A SE ER TT GE BA RID B OV TOWN QUEENS ROAD ALB ET GR RO AD RA Vauxhall N RO M Royal Opera N House LO London Transport Covent Garden Museum Market G ROAD . N ST GR RO S AD Lincoln’s Inn Fields Covent C Garden A RO A D ET E LD 3 Pimlico ER TO ROAD AD AD HA LE W EAG OS HA S STRE CR UT C R OS S AD RO AR N SO RING R E IN . SQ SH AW ST. HO RO Business Design Centre ROAD LL E NT ON VI Fir s m tC ta me apit n a rs al nd mit Co Ci h & nne rc C c S le ity t RD l in , . es F ’S ’S e EA RN Covent Garden T E GE BA HI GH Westminster Abbey LA Battersea illy lin . ST KE IV AV ID AY EET RY AR BR GR STR BU YM HA DR V EN O R Piccad L EL SS RU MS ET ’S LUPU ST. LL KIN G D E OO RE ST . GE HA RO AD Pimlico B E L G R Y UR SB AY W EO Holborn HOLBORN ST F E RRY ST. CLERKE Savoy Pier Embankment E Y C O AT PL. EN Haoli p Metro JUD AC CHA ST ND OR M Trafalgar Square RIA RO Essex Road Islington L IV E R P O OL ROAD PL e lin D TO AG ROAD RAS N A ern R LA GE UX OO L T NH ST RE ET E St. James’s R E E Park S T RY ET line NC UR BL RO OU ER OB ET rth TH W RE No FRANC C AL E D O N I A N dilly PA AD ST T SU VA TH ile TY EET TR D S H HIG ORN B H OL Horse Guards BU Islington Town Hall STRE a Picc WAY RO ER UR ET RE EET E ER OV NT GR GU Battersea Park W TRE Y S STR ST s B G R OS CHELSEA BRIDGE NT O AD s G RO en BR . EL Green Line GRAV E Coach Station ST . R. AL CL AV I UR YB VICTORIA FOR Great Ormond Street Hospital National Galleries LM SE AD Ga EB RY Victoria ON Russell Square G U IL OX FO RD Leicester Square PE PE S T. N IN T O Coram’s Fields Jub GR RO O AD EC CL ES T BU LL ON ET L PA LT RE A Westminster Cathedral NS T. SW St. Pancras BL L WI BR AL E VIC L. NP DE ST TO YORK S St. Pancras NT GE . ST BRE SS EN tern South eas hern and Sout A gh KME Thame R iv er RE . ST E H ES St. James’s Palace AC ET E KLE RT H Cadogan Pier ES CL SE la R LI C O rd AN EMB M LL PET Belgravia AB DG OA FO IT SEA NT IZ FT CO ROA D A D King’s Cross Downing St. e line Street James’s Churchill Museum Park W A L K and Cabinet War Rooms E C A G Westminster BIRD TH HILL SQ EC ne RD EY PA . Ra LY PICCADILLY CIRCUS PL PL ET Burton’s Court EL WA EL A L DI R VE RA PIM CH ET AN RK CC Buckingham Palace VE RA ET LG T. ET M RE Saatchi Gallery SEA CHEL NKME LG BE ST RE Chelsea N Victoria Coach Station S ST H AU ED EL CH BE D CE E ’S A PLA CO BE PI Green Park Y RE Sloane Square AN EY G O T Chelsea Old Town Hall EMBA R E N KI PE DR OT TO EL EA SLO NU C AY RE M RE O AR LOW E R Q. EA VE UP District line AN R Royal Brompton Hospital BE S EN RD GA FE LIF DC AD RE RO GH OU OR NB FI LK WA V ET SL O DN S AD NE EY OS S T. Brompton ST. GR U SQ STRE PO N T SY EN C HUR DC E S GR RE e lin UTION AV T UA E a cc Pi EN E AV HA EN ST EY SQ N y l dil line A SH EL E LA LL Central Soho RK N S T. A K L R EL CONSTIT Wellington Arch Hyde Park Corner ST RD RICHM OND Northern line P ENTO NVIL LE British Museum NE W REET 3/4 mile Newington Green ON AVE N UE Pentonville KING’S King’s Cross CROSS Bloomsbury REG BE LE Y K DI D M EET ET R A Harrods AC E Royal Marsden Hospital OL RD RD RO RO SBR NE ROA D P Chelsea & Westminster Hospital AD KNIGHT Knightsbridge SLOA EXHIB ITIO N GATE GA N CARRIAGE RO AD RO Euston EN W STR RE AUD A P ater gW PI A CC . OXFORD CIRCUS ON UT ET BR TRE S ST ON D IDGE ST NE ENT OXFO ST EET S T. NOR ST ND STR TH SVE Goodge Street TOTTENHAM COURT ROAD EET REG BO IES SOU Mayfair GRO P Lon QU EEN S O N PELHAM SL OW S T T T. STR L. W Bond Street Marble E Arch A RO DS ND line NE ET STRE e D R IV E N ON TT AN T LA N GH AM P E S T. RD OXFO EL POR rloo E MOR EV T G R EA PLAC e Bak LA D AV CU M The ROA EE T ne W IG CE RR INE S TR e li EET PLA D TE AT B E R LAND G H ile ER STR ST A E RN OU TB T. ES S W E RN OU T B CE ES A E W ERR T AC D E ARCH N EW N D IS Jub CE KER OU CE E ER MARBL ND BA GL LA R P AC ST Marble Arch TLA EET MOU RR O POR STR SEY TE E RGE E C AV Telecom Tower CL CE D R G EO T University College Hospital TO ER P LA BAK R A A e lin British Library ia N tor TO Vic line US ern orth Euston Square ER Regent’s Park Marylebone S TR EE h) e OL lin ranc SH ern s b rth ros No g C n ari STE NE EBO ST EU Warren Street D ROA EUSTON S T. W AY ET ER UCE RYL WAY ODS International S PAS UND Madame Tussaud’s Baker Street Circle line AD A Somers Town St. Pancras EV G LO O NE OM RO CR E ROAD E R W RING South Kensington PA N D L C CIR R Great Portland Street E G Knightsbridge RL R O AD ALE (Ch HAMPSTEA CL D SERPENT PL COPENHAGEN ROBERT STREET Z CUR OE RAS RE CRO D WN n EE NC ST ET I D IR A NE Hyde Park Victoria & Albert Museum STR E RE O ROA E OR ROA ER TH E PA EG ST R N Caledonian Road & Barnsbury WAY LL GH L E K e lin an s lit ay po lw ro ai et nR er C R WAT LEY CO HI M ilt Ch CIRC ER Regent’s Park Open Air Theatre R MA D CAM L N LANCEY S nnect pital Co First Ca YA DE London Zoo RO M DE AD ER AD R UR GT ON N GA UG D Stamford Bridge Fulham Chelsea FC CA RO l Cana n t’s I R C L E C T. ) (Bank branch Northern line d lan nd ET STRE Mid rou on verg ANY nd ALB Lo don O n Lo CIRCLE RO SM KEN SIN GTO N U TH RO AD TO E RO Brompton Cemetery 1/4 mile Fulham Broadway ADW E RT OUT N TE 200 metres Highbury & Islington CA E D TO A BO BR West Brompton IFF BO AD EN F U L H AM B R O EN OA NG W ST CE HA RR IN . OLD CL RO R OAD AY ON FIN H e in tl ic str Di nd ern rou uth rg So Ove on nd North End Road Market H ROAD U line E BAYS Natural History Museum CRO MW E LL G DN S TO N AD RED PT Science Museum DR RO Lo AD RT ES S RO ET N GORE Royal Albert Hall South Kensington T O N RING RD. AD B D M RO West Brompton NO MU DAW HAR RO Earl’s Court Exhibition Centres KENSINGTO D AM T AD OL RO RE D ROA GH UR K D L CO IC ROA LI E LI LIN ’S W Gloucester Road COL RL AD Earl’s Court RO Earl’s Court RO AD STAR AD EA L AR GLOUCE S TE R ES ROAD AD RO W ON R OAD E RLO RO K OA D EL IN G T PALACE G A MA T IC ND R W ALB Camden Town p2 Prison London Overground Green Park ROAD CROMWELL West Kensington EN D HO U OM ER NN The Serpe ntin e line Circl ne ict li Distr UR W GREY CR ROAD D T D RO PA R K K EET CO AR RTH D e lin NO ROA rict ons rt W T ES VE WAL High Street Kensington ’S EARL W Dist e District lin ne Piccadilly li KE RO Edgware Road ST Round Pond AD AD AD ons urt RO O R SOUTH KENS T RO RO P B EM G REE RY STR H A RO PA ST BU D HIG N West Kensington D ROA BRO CH U D TS AN O GT S London Central Mosque Paddington PADDINGTON Kensington Gardens Kensington Palace H e o Edgware erlo Bak Road Lancaster Gate ER THE ON ROA BO LL N N SI WAT INGT HILL AB HO KE Olympia A RO BAYS KENS DEN AD CAMP RO RC Holland Kensington Park Kensington Olympia D OU N UE UE CE E DO S TERRA Queensway Notting Hill Gate t li tric Dis ne le li Circ STER OV EN ND K EN Bayswaterne G ATE H IL L NOTTING Ce AV R GE LEIN GR AR LAS ’S VIL R PA AD Bayswater Rege OUT Marylebone MARYLEBONE St. Mary’s Hospital GL E Y E RO Notting Hill ntral line B R ID OAD VE NSWA OK RK H O P ’S QUEE BR PA D I ON ROA NS LAD GT Portobello Road Market B IS . OURN RD D KE N CL A NN LLA ROA W E ST B N Holland Park HO GRO EN Camden Road RD. D Regent’s Park in A40 EA ER W CE RO A HAWLEY Mornington Crescent N Paddington Royal Oak EST PSTO RA BURY TER LE LED SC. LV IL O Lisson Grove W E S T W AY PORCH . CRE GI CO SS Little Venice CHE RD E WE Ladbroke Grove . G R el D LI NS GA N TO IF W CL Warwick Avenue AR W ICK AV EN UE AD Here’s just a quick snapshot of our best in class packaging finds across the whole gift spectrum with observations of what was different, new, evolved or changed for Christmas 2013, just as we experienced them. O STB T’ AD RO T ER D N ROV AD D RO E RD D ER KE G RO K A ND ST N E D EN H JO OO ’S UE AN thro at Wes Heath w Conne tern, row Expr ct and ess Ham mersm ith & City li ne ST BRO R PA NE RL AV T W AY A 4 0 Fi rs Hea t Gre WE LAD WE S Westbourne Park UR ROW RD. LB HE LA W R D OA EN E T SU IR UE OA ON SH AV ST HAR GREAT ELK GO A PH E L G IN UE ROAD AD Maida Vale N OL RO D E N VE ND Maida Hill OW RA RR CHIPPENHAM HA L R OA BRAVINGT ON ROAD KE N SA I LG le LI L AL RO H Cricket Museum D UE EN bi LORD’S EN . Maida Vale D The True Story festive review curates what we’ve seen, snapped and loved in London, Paris and New York and online in December 2013. 350 stores. 1000 pictures. AV Ju EL LE A RO OVE St. John’s Wood VA West Kilburn A GR LANE AV UE LB M ER PR IN C E R W VALE KF AR Camden Town AD T ON Y St. John’s Wood RO TON FI NC H L E Y CARL RL N R ST Primrose Hill D OA Primrose Hill D CA EE ’S EN O A rl Bake N LANE QU AV SW H RT O HI LL R Kilburn Park ne oo li V. Y do Lon E AD R O land Mid round R Y on B U Lond n Overg AV e A lin PH I D rloo OL A ke ND M Ba RA K UR ILB ES E OV GR B AD D D ON B RO BR Queen’s Park QUEENS PARK IA EL A OR South Hampstead AD Y ROA CT D E R E Midland London erground Ov London RD. Kilburn High Road RO UR Come on in sal se BE GH SB VI A RO IZ LS R OAD REG HI Kilburn LU R Q X UE . D OA LAID ADE HILGROV E RN SA PADDINGTON CEMETERY RD C HA L Swiss Cottage South Hampstead U E LAN EN T NS BR UPPER GRE E N C R O F Farm Chalk Farm AD o SD LB Brondesbury Park LE KI IL DE Not your ordinary Christmas – Packaging U YORK W R GA AV EN ET ON GLO U C K nd rou rg ve nO mile Finchley Road 1/4 OS E P RI M R A D O HIL L R R 250 metres Kilburn LLEGE . C. CRES PA NE Brondesbury ST RE ET

3. Not your ordinary Christmas – Packaging p3 Best in Class PACKAGING WILLIAM SONOMA WHOLE FOODS TRADITIONAL FESTIVE tive feel with red Traditional packaging had a more fes . Tins, brown paper being the predominant colour theme ritage style and tactile boxes were covered in he efaces. graphics and pattern with display typ DEAN & DELUCA HARRODS 00XXXXXX.XXX © Copyright True Story. January 2014

4. Not your ordinary Christmas – Packaging p4 CRATE & BARREL Best in Class PACKAGING NAILS INC WHOLE FOODS FUNCTIONAL SIMPLICITY and tasteful Beautiful gifts wrapped in functional ates a simple base packaging. Brown paper and card cre hy, letterpress or for some well considered typograp ward formats and just a dash of gold foiling. Straightfor for itself. presentation let the product speak PURL SHOP WEST ELM 00XXXXXX.XXX © Copyright True Story. January 2014

5. Not your ordinary Christmas – Packaging p5 Best in Class PACKAGING LIPSTICK QUEEN DRINKS BY THE DRAM M&S WELEDA BOOTS CRACKERS FOR CALENDARS JO MALONE NAILS INC LE BRUCHEN SCHMIDT in cute calendar or brands offered minis and samplers More the product offer to new cker form. It’s a great way to stretch cra t pre-Christmas as well. customers and makes a fantastic gif CIATE NEXT M&S 00XXXXXX.XXX © Copyright True Story. January 2014

6. Not your ordinary Christmas SEPHORA Best in Class p6 PHILOSOPHY TOPSHOP PACKAGING SEPHORA THIS WORKS SPACE NK 99 HAIR BANDZ CHLOE HANGING MINIS h many brands, The trend has grown in popularity wit ng miniature treats particularly the beauty sector offeri kets and baubles. their products in sweet hanging trin of RODIAL CIATE FRESH AROMATHERAPY DIPTYQUE 00XXXXXX.XXX EVE LOM © Copyright True Story. January 2014

7. Not your ordinary Christmas – Packaging Best in Class p7 LUSH PACKAGING JESSICA CRATE & BARREL NOVELTY ITEMS novelty gifts. It’s all about shape and format with recreated in fun Cute characters and festive icons are owmen, cheeky product and packaging. Cheerful sn tive bath bombs candy, gingerbread houses and fes in delicious cupcake disguise. FOSSIL THE BODY SHOP DYLAN’S CANDY BAR ROSE & CO 00XXXXXX.XXX © Copyright True Story. January 2014

8. Not your ordinary Christmas – Packaging Best in Class p8 HARVEY NICHOLS PACKAGING DIPTYQUE CONTEMPORARY COLOUR LUSH on many products and Striking displays of colour featured to primary colour ckaging. Anything goes from neon pa lours were a feature palettes. Clashing and graduated co Christmas. and added to the alternative feel of SMASHBOX L’ARTISAN PARFUMEUR 00XXXXXX.XXX © Copyright True Story. January 2014

9. Not your ordinary Christmas – Packaging Best in Class PACKAGING FORTNUM & MASON SELFRIDGES ARTISAN CREATIONS PENHALIGON’S p9 on and display Tactile materials, elaborate illustrati some packaging. efaces created a handmade feel for typ fabric were layered Plain and patterned card, paper and a vintage look. together with handcrafted type for SELFRIDGES DEAN & DELUCA 00XXXXXX.XXX © Copyright True Story. January 2014

10. This is just the tip of the iceberg If you are interested in finding out more, get in touch. True Story is a creative agency for retailers and brands. We work in 3D, 2D and the virtual world. Email jayne.mayled@truestory.uk.com carrie.eames@truestory.uk.com Or follow us on True Story Ruddington Manor Manor Park Ruddington NG11 6HD +44 (0)115 984 4200 www.truestory.uk.com True Story is a trading name of True Design Ltd. Registered in England and Wales No. 3310200. Registered Office: As address. VAT No. 974 8525 70

Christmas packaging 2013: Best in class

Christmas packaging 2013: Best in class

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Christmas packaging 2013: Best in class