Sending Love

Postcard and Point of Purchase Design

Design Goals

Sending Love is a packaging and point-of-purchase experience designed to transform postcards into moments of personal connection. Inspired by the affection of sharing a view with someone special, the project brings together a curated set of postcards featuring Alberta’s iconic landscapes and a charming, mailbox-inspired display that encourages travellers to “Send Love.” The goal of this project was to create a cohesive, engaging system that balances emotional storytelling with functionality, making the postcards both collectible and meaningful while enhancing brand presence at the point of sale. This experience aims to evoke reflection, connection, and a lasting sense of place, positioning Alberta not just as a destination, but as a feeling worth sharing.

Key Aspects of Design

Concept and Engagement: The design emphasizes connection through the act of sharing, inviting travellers to participate by sending a personal message. The mailbox-inspired display reinforces this interaction, making the process of giving as meaningful as the souvenir itself

Composition and Display: The compact mailbox display is thoughtfully sized for checkout counters, combining functionality with charm. It holds postcard packs securely while enhancing storytelling, sparking curiosity, interaction, and emotional engagement.

Visual Tone: The design communicates warmth, nostalgia, and personal connection, blending functional design with the joy of sharing Alberta’s landscapes, making each postcard and interaction feel meaningful and memorable.

Imagery and Illustration: Each postcard captures a visual snapshot of Alberta’s landscapes, combining beautiful photography with vintage postage-inspired graphics. Illustrations of mountains, and Alberta’s iconic wild rose on the display further root the design in a sense of place, creating a cohesive and memorable experience.

Colour Palette: A brand-aligned palette creates cohesion and emotional resonance. Strategic use of gold and red on the POP display evokes the nostalgia of traditional mail boxes, and elevates the mailbox into a visually striking design.

Typography:  Understated and intentional, the typography supports Travel Alberta’s brand identity while maintaining clarity, warmth, and readability across both postcards and the display.