Jack Wills

Jack Wills

Creating gift packaging for a premium youth-oriented lifestyle brand

Jack Wills occupies an enviable position in the market, where teenagers want to be them, while adults envy their youthful naivety. And while their distinctive approach may channel the carefree irreverence and recklessness of youth, it's nevertheless a brand built on quality products – desirable and beautiful pieces that stand the test of time.

Standout gift packaging for a festive wish list

For our first project with Jack Wills, we were tasked with developing solutions for their Christmas gift range, a 40-strong collection encompassing toiletries, gadgets, accessories and games. The overarching story focused on playful moments, combining festive hedonism with winter warmth and wellbeing, to beat those winter blues.

Making use of their core brand colours, we reorganised the palette and used bold colour blocking to create impact. We also explored innovative packaging constructions, prints and materials, and added metallic flashes to achieve a glinting magpie effect. The result was a popular collection that captured plenty of attention instore, and achieved good sales in the crucial pre-Christmas period.

What we did