For this holiday season Williams-Sonoma’s redesigned the entire Thanksgiving focused food line. As a retailer with a product focus on food, cooking and entertaining, Thanksgiving is a critical sales period for the company. To Williams-Sonoma‘s core customers, the old packaging system had become familiar and welcoming when it appeared in the stores every year. Therefore, it became critical to not alienate these customers by preserving the traditional look, while still giving the packaging system a fresh and modern facelift. The result is a clean system designed by Cult Partners that focuses on sophisticated typographic treatments and traditional uses of color and illustrations. While creating the system, cues were taken from the wine and food packaging of California’s wine country to pay homage to the geographic roots of founder Chuck William’s original store in Sonoma’s historic downtown square.