Packaging design for Peruvian Chocolatier, Death by Xoko.
Insight: Transitions like the first day of school trigger anxiety for kids and helplessness for parents; small rituals of encouragement can meaningfully boost confidence and signal emotional support.
Objective: Position Hallmark cards as the go-to ritual for parental reassurance at key life moments, driving relevance and purchase occasions during the back-to-school season.
Strategy: Make giving a card a simple, high-impact confidence ritual, frame Hallmark as the empathetic partner that helps parents turn first-day nerves into resilience through authentic, shareable moments.
Execution: Developed a “Back to School Butterflies” program of targeted card assortments, in-store displays, social storytelling assets (parent testimonials, teacher-backed tips), and quick-share digital cards to prompt immediate giving; supported launch with POS prompts, social ads timed to school calendars, and influencer-led first-day content to normalize the ritual and drive purchase.