The Ask
Three new designs of Little Giraffe’s bestselling Luxe™ Throw were developed independently with no unifying narrative, but they needed to launch together as a cohesive collection. The challenge was twofold: finding a story that could authentically connect them, and positioning it in a way that would convince parents—who’d been buying Luxe blankets for their kids for years—to finally get one for themselves. That’s how “The Resort Collection” came to life, a concept built around the idea that you don’t have to book a flight to feel like you’ve escaped. These throws became an invitation to slow down, recharge, and find a little luxury without ever leaving home. The storytelling framework gave the designs a shared identity and aspirational context, making the launch feel intentional and curated rather than coincidental.
MY ROLE: Copywriting
THE TEAM: Sofia Svensson-Huang, Creative Director | Alexey Patterson, Senior Graphic Designer | Smriti Khullar, Brand Manager
The Work
August Braun 