Up and Eat ‘em

Now Designs by Danica has been in the kitchen business for decades. The product assortment is vast, covering traditional kitchen linens through more gift-oriented mugs, bowls and stoneware items. The collections offer high quality culinary essentials that celebrate the joy of living well.

This is a brand that celebrates the kitchen towel in all it’s forms, from joyful print-covered to functional wovens. Towels you found in your grandma’s kitchen are brought back to life are celebrated.

The packaging system grounded the glorious array of print and colour. Monochromatic, type-driven layouts supported the many varieties of linens. Hand rendered type gave each a distinct personality. Packaging with functional durability was also critical. The brand distributed products across an array of retailers without any control on shelf presence.

The foray into kitchenware as giftware came into focus with the consumer shift away from the mom-and-pop kitchen store. Illustrative, story-driven boxes gave personality to kitchen essentials. Packaging helped Now Designs expand its consumer base into larger retailer and boutique gift stores while keeping retro charm at its foundation.

CK CONTRIBUTION: 
PRODUCT AND PACKAGING ART DIRECTION, PACKAGING SYSTEM AND DESIGN, COPYWRITING, SURFACE DESIGN (Up and Eat ‘em Egg towel/tote/potholder, Early to Rise towel only)