Caraway

Target Holiday Packaging

Packaging Design | Retail Display | Campaign Concept

Collaborators
Taylor Lehanen, Director of Print
Celeste Wilson, Junior Designer

Year
2026

Caraway was approached about creating a distinctive holiday retail moment for Target. This project centered around developing a packaging system and endcap that translated Caraway’s brand into seasonal specialty packaging while maintaining the established visual language. I was the lead designer, developing the packaging and retail experience across individual SKUS as well as the endcap for in-store display.

The Challenge

Create a holiday packaging system that feels seasonal and giftable without losing the simplicity and sophistication of Caraway’s existing design language.

The packaging must work as part of a full endcap experience in retail. It must communicate holiday quickly and sit with other Caraway products on the shelf.

The Packaging System

Three seasonal SKUS were designed as an extension of Caraway’s existing packaging system, allowing the limited-edition holiday assortment to sit cohesively alongside the core inline collection.