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.