The Ultimate Holiday Guide: 3 Tips for Perfect Packaging

The holidays are a crucial time for eCommerce businesses. In 2018, online sales in the US reached almost $500 billion, and they are predicted to grow to over $740 billion by 2023. If you want a piece of the pie, you must make sure your products stand out from the competition. One way to do that is with great packaging. Read on for our top tips on creating holiday packaging that will impress your customers and boost your sales.

Consider Your Branding

First things first, you need to make sure your holiday packaging fits with your brand identity. If you usually go for minimalist design, don’t go overboard with sloppy handwriting and gaudy colors just because it’s Christmas. Conversely, if you have a fun and playful brand, now is the time to let your personality shine through. Make sure your choices are consistent with the rest of your branding so customers can easily recognize your products.

Make It Festive Without Going Overboard

Once you’ve considered how to incorporate the holidays into your branding in a way that is true to who you are as a company, it’s time to start thinking about design details. This is where things can start to get tricky. You want your packaging to be festive but not so festive that it looks cheap or tacky. A good rule of thumb is to use one or two seasonal elements and stick to them throughout your holiday packaging. For example, if you decide on red and green as your holiday colors, use those colors consistently on all of your packages, labels, and tags. Then, add a little bit of holiday-themed flair with some pinecones or holly berries—just don’t go overboard!

Keep It Classy With Simple Designs and Quality Materials

When in doubt, less is more regarding holiday packaging designs. Stick with classic shapes like rectangle boxes or cylinder tubes wrapped in quality materials like kraft paper or matte-finish label stock. Then add a touch of gold or silver foil for an elevated look that says luxury without going over the top. Remember, understated elegance will always be in style!


Great holiday packaging can take your business to the next level by helping you stand out from the competition and boost sales. When designing your holiday packaging, keep your brand identity front and center while incorporating festive elements tastefully. And finally, don’t forget that simple designs and quality materials are always a winning combination!

How To Create An Irresistible Brand Personality

You’ve created a brand strategy, and you know what you want your brand to achieve. But what about your brand’s personality? 

Your brand’s personality is how your consumers will perceive and interact with your brand. It’s the human side of your business that consumers can connect with on an emotional level. 

It takes into account things like voice, tone, and values. When done right, a strong brand personality can make your consumers feel like they have a personal connection to your business.

Why Brand Personality Matters

Your brand personality is important because it helps you stand out from the competition. In today’s crowded marketplace, it’s more important than ever to have a strong and unique brand identity. Your brand personality is one of the ways you can achieve that. 

We’ve outlined the steps you’ll need to take to create an irresistible brand personality.

Step 1. Define Your Target Audience 

The first step in creating a strong brand personality is to define your target audience. Who are you trying to reach with your marketing efforts? What are their demographics? What are their interests? Once you have a good understanding of your target audience, you can begin to craft a brand personality that will resonate with them.

Step 2. Consider Your Competitors 

It’s also important to consider your competitors when creating a brand personality. What are they doing well? What are they doing poorly? How can you position yourself in the market in order to better appeal to your target audience? Keep your competitive landscape in mind as you develop your brand personality.

Step 3. Determine Your Core Values 

Your core values will be at the heart of your brand personality. These are the values that guide everything you do as a company, so it’s important that they are reflected in your branding efforts. When determining your core values, ask yourself what is most important to your company and what you want to be known for. Once you have determined your core values, make sure they are evident in all aspects of your marketing communications.

Step 4. Develop Your Tone of Voice 

Your tone of voice should be consistent across all channels and touchpoints. It should reflect your company’s values and be appropriate for your target audience. For example, if you’re targeting millennials, you’ll want to use language that is relatable and authentic. On the other hand, if you’re targeting corporate decision-makers, you’ll want to use language that is more professional and formal. 

Step 5. Choose Visual Elements That Support Your Brand Personality 

Your visuals should support and reinforce your brand personality. This includes everything from your logo and color palette to the imagery you use in your marketing materials. Make sure all of your visual elements work together to create a cohesive look and feel for your brand. 


Developing a strong brand personality is essential to any successful business venture. By taking the time to define your target audience, consider your competitors, determine your core values, and develop a tone of voice that reflects those values, you can create a brand personality that will resonate with customers and help you stand out from the competition. 

Furthermore, choosing visual elements that support your brand identity will help ensure that all of your marketing communications are working together to create a cohesive look and feel for customers.

Done right, your brand personality will be irresistible! 

How to Define Your Target Audience Before You Write Web Content

It’s estimated that the average person is exposed to over 4,000 marketing messages per day. In order for your content to cut through the noise and reach your target audience, you need to have a clear understanding of who you’re writing for. In this blog post, we’ll give you some tips on how to define your target audience before you write any web content.

1. Define your audience by demographics. 

When defining your audience, it’s helpful to start with the basics. What are their age, gender, location, and income level? Knowing these demographic details will give you a good starting point for understanding who your target reader is.

2. Understand their needs and wants. 

Once you know the basics about your target reader, it’s time to start getting into their headspace. What are their needs and wants? Why do they need or want your product or service? Understanding what motivates your target reader will help you create content that resonates with them.

3. Identify their main pain points. 

In addition to understanding what your target reader needs and wants, it’s also important to identify their main pain points. What problems are they looking to solve? What obstacles are they trying to overcome? Addressing these pain points in your content will show your target reader that you understand their challenges and that you’re invested in helping them overcome them.

4. Create buyer personas. 

Once you’ve answered all of these questions, it’s time to start putting everything together into buyer personas. Buyer personas are semi-fictional representations of your ideal target customer based on all of the research you’ve done up until this point. Creating buyer personas will help you further understand your target audience and create content that appeals directly to them.


Now that you know how to define your target audience before you write web content, put these tips into practice the next time you sit down to generate new ideas for your blog or website. And if you need help creating high-quality content that resonates with your audience, our team of experienced writers can assist you—contact us today!

New Season, New Trends

Spring is here, and new trends are blooming. Here’s a list of our favorites for you to try and incorporate this coming season: 

Minimalism – We always say less is more and we stand by that in all aspects of life, and design. You can never go wrong with a minimal vibe. The minimalism trend feels like an evergreen direction that plays right into the hands of generations that are growing up familiar with common web conventions and patterns. Some aspects of minimalism to consider in web design include:

  • Avoid excess of details: color transitions, shadows, textures
  • Use only three colors max at once
  • Implement fonts creatively as a graphic element

Dark Mode – This trend is major for all of us who stare at our screens all day. You may have noticed that dark mode is popular with large tech products. Here are the main reasons for the trend:

  • It reduces eye strain in low-light conditions.
  • It saves device battery power 
  • It allows for highlighting other design elements

Thumb-Friendly Mobile Navigation –  Most of us are glued to our phones, which means that we are playing around with websites and apps with our thumbs more and more. Given the increase in user engagement on mobile devices, more and more web building companies are prioritizing the mobile (as opposed to the desktop) experience. By adjusting your site to not only be mobile friendly, but thumb friendly, you can significantly boost impressions! 

Data Visualization– Although this isn’t a new trend per-se it’s something we felt compelled to mention. It is always going to be needed, and isn’t limited to a single style. Instead, it is a way of thinking about problems. Incorporating data points in one’s messaging and visual language is a great way of showing users WHY they should care about something, and not just WHAT they should care about.

Voice User Interfaces– This trend is less related to web design, but does have resounding effects on quick user interactions as well as accessibility. We can expect to see more and more websites integrating VUI’s over text for users to search. Importantly, this can also create a more inclusive experience for people with disabilities. Here are some of it’s advantages:

  • Handsfree
  • Intuitive
  • Speedy
  • Interactive

At C&R we love staying up to date with design trends, not only because it helps our brands create meaningful impact, but also because it’s fun! We always take special care to think about as many audiences as possible in order to create a user friendly digital experience for all.

Connecting to Your Brand’s Purpose

Purpose is the reason for which something is done, created, or simply exists. In the world of branding, purpose is the “why” behind your brand.

Brand purpose is like salt to a recipe. It alone can season a dish, creating depth of flavor. It is often the first component—a layer of the foundation—and you’ll rarely find a recipe that doesn’t call for it. Without it, food is bland, but with salt, or brand purpose, we can build complex, enticing flavors and narratives that keep us coming back for more.

Purpose-driven brands are a true expression of passion and all the little ingredients that comprise your brand experience. To find your “why” you need to delve deep into the abyss. You need to ask the right questions. You need to connect to your customers, your product experience, your current marketing, your internal team members, your data, your leadership. You need to understand what you stand for. It is in our human nature to search for meaning in everything that we do, so it is essential to find your way and create connections. By leading with your “why,” your brand purpose, you create an emotional connection with your audience, which allows them to rationalize and justify their interactions with your brand. As you begin to communicate your “why” to your audience, see what resonates with them and be fluid, adjusting accordingly. Make sure your “why” is clear and make sure that it drives everything your brand does.

Simon Sinek said it best: “People don’t buy what you do, they buy why you do it.” The first step to building brand loyalty is nailing your brand identity through strategic creative—that’s where we come in. Branding marries art and strategy by combining deep research with brand positioning, creative finesse and smart messaging.

As a digital and branding agency, we’re here to help you express your brand purpose to your target audience. Websites are the go-to for learning about your brand; it’s the place where your whole story is communicated. Our approach leads you down a path of brand analysis and implementation that ends in the ultimate treasure: your digital identity.

So remember: brand purpose is like salt to a recipe. Although a seemingly small addition, it is a critical component to the success of a dish, or your brand. Are you ready to add that dash?