Brand Refresh & Packaging Redesign
Holly Willoughby x Dunelm
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One of Ashley Wilde’s celebrity licensed homeware brands required a visual identity and packaging refresh for its exclusive Dunelm range, including ready-made curtains, bedding sets and cushions. The aim was to create a cleaner, more contemporary look that reflected the celebrity’s updated creative direction while complementing the new textile prints without overpowering them.
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As the sole graphic designer on the project, I collaborated with the lead print designer to research competitors and define the visual direction. I developed mood boards and packaging concepts, refining them through feedback before the designs were presented to the client. Following approval, I presented the final packaging to the Dunelm buying team and prepared the production-ready artwork, which is now live across the in-store and online range.
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The refreshed visual identity and packaging launched across Dunelm stores and online, creating a cohesive range that aligned with the celebrity’s updated creative direction while complementing the new homeware collection.
Professional mockups showcasing the final visual identity and packaging.
Project
Showcase
Finalised products on shelves found in store.
Spotted in Dunelm
Following the initial visual recce,
I curated relevant inspiration and competitor examples that aligned with the refreshed direction for Holly’s brand. These findings were developed into visual mood boards, helping to establish the foundations for the new identity exploration.
Research &
Exploration
Based on the research and Holly’s refreshed creative direction, I developed a series of logo and packaging concepts that explored how the new identity could be applied across the homeware range.
Visual
Development
Below are the packaging layouts that were approved and sent off to production.
Final
Proposal
Below is a selection of the original packaging and branding imagery for comparison.
