Redefining souvenir drinkware with humor, quality, and heart
Client: Premium Gift & Souvenir Company
Role: Concept Development, Art Direction, Visual Design, Product Design
Category: Branded Barware Durable Goods
Role: Concept Development, Art Direction, Visual Design, Product Design
Category: Branded Barware Durable Goods
Overview
The Drinkin’ Buddies collection was designed to capture the lively spirit of sharing a drink with friends — celebrating connection, laughter, and good times through unique barware and home décor.
Featuring whimsical, eye-catching polyresin figurines and wine bottle holders, the collection transformed traditional souvenir drinkware into conversation-starting collectibles.
Impact:
Over its five-year run, Drinkin’ Buddies consistently exceeded annual sales targets and became one of Herzfeld’s most recognized and profitable product lines in the giftware and décor market. It was the breakthrough line that paved the way to increase market growth and brand recognition.
Over its five-year run, Drinkin’ Buddies consistently exceeded annual sales targets and became one of Herzfeld’s most recognized and profitable product lines in the giftware and décor market. It was the breakthrough line that paved the way to increase market growth and brand recognition.
Challenge
Breaking into large retail chains as a smaller supplier is notoriously difficult. The souvenir and giftware space is crowded, with limited shelf space and aggressive competition from national wholesalers.
Our challenge was twofold:
Stand out among established players with stronger distribution.
Break into big retailers like Walmart, CVS, Walgreens, and major airport and tourist retailers such as Hudson News and NewsLink.
Objectives
• Introduce a fresh, distinctive product line that appealed to major retailers.
• Differentiate through design, not price — focusing on originality, character, and storytelling.
• Elevate brand perception for Herzfeld’s by creating a memorable and collectible line that could extend beyond traditional souvenir categories.
Approach
With limited resources compared to larger competitors, we leaned on creativity and design innovation to make our mark.
• Distinctive Visual Identity: Developed a playful yet high-quality aesthetic that instantly stood out on shelves.
• Storytelling Through Design: Each piece embodied a personality — turning ordinary souvenirs into mini characters that resonated emotionally with buyers.
• Strategic Positioning: Focused on “fun, gift-able, and memorable” rather than “cheap and disposable.”
• In-store Presence: Designed custom displays to enhance visibility and brand cohesion.
Results
The line quickly gained traction, securing placements with major retailers and tourist destinations nationwide.
Key Outcomes:
• Exceeded sales goals each year during its five-year run.
• Established Herzfeld’s as an innovative competitor to legacy brands.
• Inspired copycat designs from competitors — validating our market impact.
• Opened doors for white-label and private-label collaborations.
• Strengthened Herzfeld’s visual identity and shelf appeal through cohesive branding and merchandising.
Beyond its commercial success, the project provided invaluable hands-on experience in product design, development, marketing, and retail strategy — skills that continue to influence my work today.
Reflection
Drinkin’ Buddies reminded me that innovation doesn’t always come from massive budgets — it often comes from a bold idea, executed with purpose and creativity. It was a defining project that not only reshaped our company’s market position but also helped me grow as a designer and creative strategist.
