For this seasonal retail assignment, I decided to go with Kay Jeweler and the wedding season. I designed three gift cards: a shopping bag, a luxury leather ring box bag, and in-store poster designs. For my additional item, I decided to go with a tote bag. I wanted to go toward a luxury-looking brand since most Kay Jewelers storefronts have a luxurious feel and an upper-middle-class target audience, so I went with them. The main idea I focused on was having a couple holding hands. You get a close-up shot of the jewelry in the photos.

Since it is a wedding season launch, I wanted to add something to the packaging to tie everything together, so I went with a tying-the-knot design. This ritual is done when people get married. I decided to incorporate that into the packaging and the whole design. When creating my mood board, I did some research on the company's storefront so that I had an idea of what kind of in-store signage they use. I noticed a lot of large posters behind the register, which you can see from the front of the store.

I started by sketching some ideas to determine what photos I needed. I began with the shopping bag, and initially, in my sketches, I did want to have some imagery on the shopping bag, but I later went a different route. When someone purchases an engagement ring, it is supposed to be a surprise or a secret. Having wedding ring imagery on the shopping bag would not be a good idea in the long run. I went with plain black and silver accents matching the tying-the-knot theme and the company's name on the bag.

I decided to go with a large poster design. I knew I wanted to have a blown-up shot of two hands where you can see both rings, so that was my main focus in the sketches, and then the two side photos would be just of the couple. Initially, I wanted to do some color photography for the business cards, but ultimately, they didn’t look like they fit with everything else. So, I decided to keep them simple. The first has a simple bow at the end to signify a tying-the-knot wedding ceremony. The second design has two rings in the background. The third and final gift card design features a close shot of couples holding hands, which allows the jewelry to be shown off in the photography.

For my additional piece, I decided to do a mini tote bag. I wanted to do it small just because I knew it would have to fit into the shopping bag and would also be something the bride would get after the engagement proposal. The bag could be used as a purse or even in scrapbooks as a keepsake.