CANVAS x Jillian Harris
By : Shikatani Lacroix Design
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Communication & Branding
Categories : Communication Design / Packaging : Silver Certification
CANVAS, Canadian Tire’s packaging brand, wanted to do a holiday series leveraging the power of influencers because Canadians are expected to spend more than ever before during the holiday season. Canadian Tire collaborated with Jillian Harris, a well-known Canadian designer, to bring to life a collection of holiday-themed décor designed by Jillian. Canadian Tire approached SLD about creating a consistent, clean packaging design that elevated the décor without detracting from the décor’s premium look and feel.
The collaboration with Jillian Harris was a focal point of the design. The design had to draw attention to the high-profile, decorated designer who was sure to appeal to the target audience. For the customer to elevate their holiday décor in their home, the packaging needed to convey ‘contemporary’ and ‘premium’ as the main characteristics. The new partnership design needed to stand out on a crowded holiday shelf with an eye-catching design while adhering to category norms. Ultimately, the partnership aimed to attract, educate, and convert the target customer while elevating the CANVAS brand.
The final design was straightforward but distinct. The pink spotted background drew attention to the Jillian Harris and CANVAS callout, making sure customers were aware of and attracted to the collaboration. All packaging included a candy cane stripe to distinguish it as a holiday item and differentiate it from the main CANVAS SKUs. The new design distinguishes itself just enough for the holiday collection while remaining connected to the CANVAS Masterbrand, driving awareness and consideration in-store. The packaging includes an excerpt from Jillian, giving the product a personalized feel while also educating the consumer on Jillian’s collection and its story. The layout of the new product packaging is easily transferable to other owned channels such as E-Commerce and digital advertising, further elevating the brand. The design featured 11 different SKUs and was released in time for the 2022 holiday season.