There has been much growth and newness at kate spade new york within the last three years. The redesign of all our packaging was one of the first consumer-facing ways of signifying change.

The concept for the package redesign was rooted in the brand’s love of color and a playful approach to classic design. We added five vibrant hues to our signature kate spade green and conceived the packaging program around our new brand palette. Every box shares a different pairing, no lid-base combination ever the same color. In turn, every box fits into a shopping bag that has a different unique color combination. Gold foil details, a crisp striped tissue and chocolate grosgrain ribbon are the elegant neutrals that balance out the large logo treatment and playful mix-and-match concept.

The kate spade new york girl is gracious. She is a spirited hostess and gift giver. Therefore we didn’t stop short at designing the details in this program. A simple gold dot stands out as a gift tag, the copy on the coordinating gift card reads “spend it all in one place.” Last but not least, a small message (“have courage”) is tucked into every shopping bag waiting to be discovered.

Love the color and fabulous craftsmanship.

Who says you have to have a consistent color palette? This packaging makes you smile. And it’s impeccably printed. And it has hidden messages. I’m sold.