Duffy & Partners redesigns Hallmark's branding

Design firm Duffy & Partners has worked with card-maker Hallmark to create a fun new brand identity for the company.


Design firm Duffy & Partners has worked with card-maker Hallmark to create a new brand identity for the company, bringing a fun, hand-drawn look to the packaging design across the entire product range. 

Collaborating with Hallmark's in-house design team, Duffy & Partners helped to design a new brand language and packaging system just in time for Christmas, after being approached by Hallmark with a fresh brand expression and tagline.

The aim of the rebrand was to expand Hallmark's reputation as a special occasion cards maker to a brand that customers can turn to more regularly, hence the new tagline: "Life Is A Special Occasion."

On its website, Duffy explains: "A collaborative, creative partnership delivered a type-driven design, with a hand-rendered graphic style. The brand language became the platform of a system designed to invite people to engage with Hallmark on a more regular basis."

Use the slideshow controls above and right to take a closer look at Hallmark's new rebrand.

Right:  Hallmark's new look compared with the previous packaging design.

Right: While the logo remains the same as before, Hallmark's graphic style and typography has a new, fun, hand-crafted look.


Right: Hallmark's new identity favours bright, bold colours.

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Right: Duffy & Partners' brief was to create a brand language flexible enough to appeal to consumers from every generation.


Right: It's not just Christmas gifts that have been given a packaging redesign. Everything from chocolate boxes to wrapping paper is part of the new brand identity.


Right: Hallmark's new wrapping paper packaging.

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Right: Hallmark's stationery range has a new look, too.