Catalog Redesign & Brand Refresh

Dani Douglas Design > Work > Catalog Redesign & Brand Refresh

Calumet Carton Company

Overview

A full catalog refresh and supporting asset set rebuilt for clarity, hierarchy, and brand consistency.

  • Sole designer supporting a major visual refresh while working as a Prepress Technician
  • Modernized a catalog that had not been updated in decades while keeping technical content intact
  • Rebuilt page structure and typography using the updated brand style guide
  • Created custom product illustrations where photography was limited
  • Developed a modular layout system that could scale for future updates

PROJECT DETAILS
Role: Sole Designer (Prepress)
Deliverables: 24-page catalog, sell sheets, business card, website graphics, anniversary mark + recognition collateral
Tools: InDesign, Illustrator, Photoshop, Bridge
Focus: modular layout system, illustration, brand refresh

Key Outcomes

  • Modernized first impressions without requiring new content or photography
  • Improved buyer comparison and scanability across technical pages
  • Established a repeatable layout system for future catalog updates and supporting assets

Jump to: Board Types | Carton Styles | Additional Assets

Selected Work

Board Types, redesigned for clarity and visual reference

Redesigned to make coating differences easy to compare using visual swatches, clearer hierarchy, and a more scannable grid.

Original Calumet Carton board types catalog layout using text-only material listings without visual coating indicators.
BEFORE: Difficult to compare at a glance, the legacy page relied on text and tables to communicate coating differences and material options.
Redesigned Calumet Carton board types catalog page showing coating swatches, improved grid layout, modern typography, and clearer spacing for easier material comparison.
AFTER: Added coating swatches and a clean grid to improve scanability and speed material comparison while preserving all original technical specs.

What changed

  • Added visual swatches to show coating differences at a glance
  • Rebuilt page structure using a flexible grid and updated typography
  • Improved alignment, spacing, and readability without altering content

Why it matters: Buyers could compare material properties without relying solely on tables.

Carton Styles, product photos replaced with vector illustration system

The original page used older product photography and an inefficient layout. I replaced photos with a cohesive vector illustration system and refreshed the page structure while keeping descriptions intact.

Original Calumet Carton carton styles catalog layout with product photos and older styling.
BEFORE: Hard to scan and visually inconsistent, the legacy page used dated product photos and an inefficient layout.
Updated Calumet Carton carton styles catalog page using vector illustrations and modern layout, replacing older product photography.
AFTER: Replaced photos with clean vector illustrations and updated spacing and branding to create a more modern, consistent catalog page without changing product information.

What changed

  • Replaced dated product photos with clean vector illustrations
  • Modernized layout, spacing and branding placement
  • Enhanced clarity while retaining original product descriptions

Why it matters: A more polished presentation built credibility with new customers.

Additional Work

A selection of supporting materials created as part of the Calumet Carton refresh.

Stay-Flat Mailer marketing sheet with product features, vector illustration, and structured content layout.
Stay-flat sell sheet redesigned with a modern layout and clear hierarchy to support quick review.
Reverse Tuck folding carton sell sheet with detailed spec table and product illustration, redesigned for modern brand style.
Reverse-tuck sell sheet formatted for fast comparison with structured specs and improved typography.
Front and back design of Calumet Carton business card featuring new branding colors and typography.
Business card redesign using updated brand typography, color, and print-ready layout.
Website homepage banner featuring company logo, blue and green branding design, and marketing headline.
Website banner graphic created to reflect the updated visual direction.
80th anniversary logo for Calumet Carton using brand palette and bold badge-style layout.
Anniversary emblem designed for internal celebration and employee apparel.
Calumet Carton employee recognition plaque design with dark blue watercolor background, white type, green flourishes, and staff listed by years of service from five to over forty years, printed and mounted for display in the pressroom.
Printed recognition plaque designed to list employees by years of service for display in the pressroom.
Calumet Carton Company anniversary flyer celebrating 85 years of packaging excellence, featuring a centered photo of three generations of the company’s family ownership beside the Calumet Carton sign, plus brand story copy and contact details on a textured paper background.
85th anniversary flyer combining brand story messaging with a three-generation family photo for print distribution and outreach

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