Electro Creative Workshop

Burt’s Bees creates a unique holiday gift packaging program each year for Target—we’re the most giftable lip care brand, and we like to show up in new, delightful ways for our consumers and for our retail partners during the all-important gifting season.

For 2025, we set out with the goal of catching the eyes of new shoppers who may not have tried Burt’s Bees products in the past with irresistible gift set. After a lot of ideation and brainstorming, we decided that the best way to have some fun with the packaging (and to encourage people to have fun with our products) was to make a game of it—literally. We landed on a Game Night theme, and went into design with a playful spirit.

We pulled colors, patterns and design elements that felt evocative of not just the holiday season but of the energy and mood that we wanted to inspire in the people who would receive these gift sets. Across five distinct structures, we played out a design reminiscent of a whimsical board game. And, since we know that Target shoppers love an exclusive, we created a playable board game gift that included four of our miniature lip balms as playing pieces.

From in-store endcaps to digital storefronts, we told a cohesive visual story and brought a lot of life—and a lot of playful spirit—to our holiday seasonal offering for Target.