DETAILS:

{PROJECT} Hoyle Software Suite

{ROLE} Creative Director: Head of Creative Services

{CATEGORY} Packaging

{COMPANY} Encore, Inc.

BRAND:

HOYLE is one of the premier brands of The United States Playing Card Company. The company was founded in 1867, and today the brand can be found in homes (as playing cards and games) and Casinos worldwide.

OVERVIEW:

As head of Creative Services, I oversaw the packaging and marketing collateral for the Hoyle Suite of products from 2009 – 2010. This included HOYLE® Casino Games, Slots, Cards, Board Game, etc.

The packaging for this project was quite involved from a printing perspective. The overall box was a high gloss finish with gold foil accents. The diamonds in the product logos were heavily embossed and finished with an iridescent laser foil. I worked with a 3D company, Greengrass Studios, to create the key art for the front of the box.

Award-Winning! Hoyle 2010 Won the American Package Design Award. hoyle boxes

CONCEPT ART:

In 2010 we decided to change up the Product logos – something flashier that would appeal to a younger generation. I proposed adding some “bling” in the form of diamonds. For the key art, I suggested “An Explosion of Fun!” to visually express the contents of the box as being “Packed Full of Games.”

Hoyle concept art

3D MODELS FOR KEY ART:

3D assets Hoyle

LOGO DETAIL:

bling

WEBSITE:

We rebranded the HOYLE website. The new design was based on an upscale Las Vegas “Luxury Hotel,” yet neutral enough to let the product packaging take center stage.

bannerexample 1 copy