Debenhams branded gift card packaging design
Aim: To enhance the Debenhams brand ethos in offering design in every department through a new style of branded gift card box. Promote Debenhams brand loyalty and extend the label beyond the point of purchase.
Strategy & Tactic: Create a unique Debenhams gifting experience, providing customers with a slick, fun and memorable way to give their gift cards while presenting a subtle synthesis between the brand and structural packaging design.
Target Audience: Debenhams customers looking for a stylish way to give a gift card.
Design: Incorporating Burgopak’s patented sliding mechanism, the design connects a display panel to hold any of Debenhams’ gift cards with a section for leaving personalised messages. In a move away from their standard form, the new gift card boxes resemble miniature shopping bags with nylon hanging straps. With chic, simplistic artwork provided by Debenhams, the midnight black design features a silver hot-foil stamp detail on their tag-line, “design in every department.” As well as adding value to the Debenhams brand, the design further assists in continuing the retail experience beyond the store.
End Result: The new Debenhams gift card boxes are an alternative to the pre-existing range of celebration and greetings card packs. Sold at £1.00 or free with gift card purchases over £50. The packs are available now in Debenhams stores across the UK.
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