AMBER LATHAMamberiona.l@gmail.com
GIFTWRAP SHEET DESIGNNot Just a Shop Giftwrap Design
Pictured is my winning entry to the design competiton held between the gift shop, Not Just a Shop, and University of the Arts London. I wanted my design to tap into the festive magic that draws from nature and the turning of the seasons from autumn to winter, with a slight fairytale/folk art inspired feel, while still clearly reading as a Christmas design.
The sheets were sold in-store and online throughout AW21, during which they performed well, with all stock selling through and a re-print being ordered for the same season. They were later renewed in 2024.
My Design Concept
A design that celebrates the Christmas icons that draw from nature, such as robins, mistletoe and holly.
To draw on the current design trends (2021), notably ‘cottagecore’ and fairytale-inspired motifs using the toadstools and acorns.
To maintain commercial appeal while still aligning with the design-led focus of Not Just a Shop.
A design tailored generally towards young-middle aged women, but with suitability across age, gender and demographic.
2024 Redesign
Ahead of AW24, Not Just a Shop reached out with an interest in re-licensing the design for that year’s Christmas period. As my practice had developed in the years since creating the original, I proposed a slight rework of the design, which kept the same elements and colour palette, but refines the details, has more confident linework and improved spacing.