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Adelie & the Stone Gift Sets

by Theresa Christine Johnson on 12/05/2016 | 7 Minute Read

Picking out presents for people is generally considered a stressful task, but with Adelie & the Stone you can customize a gift set that any loved one will enjoy getting. Maeutica Branding Agency developed the packaging for the brand, giving consumers the ability to mix and match items seamlessly to create the perfect holiday gift.

“Challenge: generate a flexible packaging construct that would bring to life Adelie & the Stone brand new gift concept store’s idea to life. Adelie & the Stone offers a new approach to choosing presents by composing a gift set that consists of various items for a particular occasion or situation. Being inspired by Adelie penguin species’ love confession ritual during which male penguins gifted a stone to the preferred female as a symbol of love and their future home, Adelie & the Stone treats every single present as a metaphor of that stone, which is meant to become a part or starting point for a new story. In Adelie & the Stone, the gift is supposed to be symbol of our attitude towards a person and tell about our love, respect and admiration towards his or her passions.”

“We derived from Adelie & the Stone’s aspiration to offer a possibility of creating a unique and personalized gift for everyone. We developed an all-in one flexible construction, which let us combine various size boxes in a big one and create the set one wants. This approach gives an opportunity to match different items, making a set of many small or a couple of big ones, combined with tiny accessories.”

“Here everyone becomes the author of a unique gift story. In order to make the story complete, a group of calligraphers help client to generate a unique name or message for the set or even for every item. The calligraphy along with Adelie penguin illustrations is essential part of brand identity. Both are meant to reflect the set’s mood and give a hint what is inside the box.”

Adelie & the Stone has just the right amount of holiday cheer—the bright red alone says it, along with small detailed illustrations of candy canes and other sweets. Gifts are easy to mix and match, getting the consumer invested in the experience. The simple serif font allows the unique gifts to really shine, and handwritten notes add in a bit of personality.

“The approach played into both Adelie & the Stone’s and its clients’ hands. First, the usage of a certain size boxes, which eliminated the need for numerous size boxes production for each item, was a winning solution for “Adelie & the Stone” in terms of financial expenses. Second, it saved the Clients’ time, letting them combine a set of various items and have a specific hand-made calligraphy at one place, at one time. Third, it let a combination of several items become one holistic present, the one with meaning, purpose and unique message of confession.”


Designed by: Maeutica Branding Agency

Client: Adelie & the Stone

Art director/design: Karen Gevorgyan

Illustration: Anahit Margaryan

Calligraphy: Maria Gevorgyan

Interior design: Hovhannes Papoyan

Photography: Arnos Martirosyan

Business idea creator: Haykuhi Taksildaryan

Brand Strategist/Naming: Marina Ghazaryan

Content Manager: Nika Yepiskoposian

Account Managers: Inessa Mikaelyan, Ghukas Madoyan

Communication manager: Ani Gevorgyan

Country: Armenia

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