Holly Willoughby x Dunelm · Rebrand & Packaging Redesign
Holly Willoughby is a licensed bedding and homeware brand under Ashley Wilde, created exclusively for Dunelm. I led the full visual refresh of the identity, redesigning the logo and monogram, refining the typography
and colour palette and rebuilding the packaging system from the ground up. This included creating new brand guidelines and producing updated print‑ready packaging specifications to replace the inherited artwork, resulting in a clearer, more cohesive identity across UK retail.
Tools Used: Adobe Illustrator · Presentation · Prototyping ·
Role: Sole Graphic Designer
Date: 2024/2025
Logo Suite | Created a refreshed primary logo and monogram for Holly Willoughby. The new identity (left) replaces the original logo (right), improving legibility, balance and overall brand cohesion.
Typography & Colour Palette | Created an updated type system and colour palette for Holly Willoughby. The refined selections (left) replace the original choices (right), improving clarity, hierarchy and overall brand cohesion.
Packaging Specifications - Updated | Print-ready artwork for the refreshed packaging system, including revised layout, hierarchy and production specifications.
Packaging Specifications - Original | Inherited print-ready artwork from the previous packaging system, shown for comparison with the updated design.