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Strategy

30 years of Christmas Paper

This annual, 30-year tradition, challenges the entire Strategy team to develop designs for Christmas wrapping paper.

The brief is completely open; everyone has free rein to express their own creative style. Each year, we turn out an entirely new mix of designs that never fail to surprise. From minimalist geometry to poetic whimsy, current culture to a dash of humour, the designs are as diverse as the personalities across our studios. Over the last 30 years, our team has taken inspiration from anywhere they may find it, such as current events, iconic moments and Christmas rituals. This is a selection of our team’s favourites from the archives.

30 years in the making

354 individual designs.
Thousands of ideas that never made it.
Tens of thousands of hours.
Countless recipients.

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