Samantha Brown Campaign

Samantha Brown & Downlite

Samantha Brown: Building a bedding
experience based on travel

Senior Graphic Designer (Packaging), Photoshop, Illustrator
Collaboration with Jyl Davis and Emily Mayer
Photography by: Austin Bewsey Studios

Samantha Brown is well known for her captivating interaction with the people and culture and her global experiences around the world on the Travel Channel; however her brand identity had not been established. Therefore, our team at Downlite built a brand and bedding program around her magnetic personality and travel experiences.

The design team at Downlite consisted of a marketing director, a product designer and myself, the packaging designer. As a team, we defined the Samantha Brown brand, created the mood and consumer boards, shopped for Samantha Brown’s clothing/props and gave direction for the lifestyle photography. I created the brand identity, the packaging inserts, the suitcase packaging, labels, postcard and website. View the journey and presentation below.

Samantha Brown: Brand Identity

Samantha Brown’s brand can be described in three words: inviting, casual and sophisticated. Samantha Brown was never one to “sit on the sidelines.” This is why her tagline “Go Ahead, Jump In”TM is a direct reflection of who and what she stands for— experiencing life to the fullest and enjoying the simple pleasures that life offers her. The “Samantha Stamp” is the assurance and promise to offer only the best quality.

Samantha Brown: Trend Inspiration

A collection of images and quotes that define the Samantha Brown brand— sophisticatedly striking, witty and attainable.

Samantha Brown: Consumer Lifestyle Board

Samantha Brown’s target audience- women who are in their late 30’s to early 50’s. The phrases in red are values and interest that the women portray.

Samantha Brown: Product Board

Exclusive and signature prints, wovens and quilt stitches. The colors, patterns and stripes are inspired by Samantha Brown’s travels and casual style— finding the extraordinary in the ordinary.

Samantha: Brown: Packaging

The packaging incorporates a fun retro travel tone with the use of a colorful postcard border and nostalgic stamps in the background. SB’s photography for the packaging is child-like, witty and showed her “jump in” personality. Samantha Brown’s signature personalizes the product and serves as a product endorsement. The packaging is designed as a suitcase to reinforce the travel theme and includes unique features like the custom zipper pull and hang-tag to create a complete presentation at the store level.

Below are packaging inserts and spec packs for the labels.

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