New Catalog/Spin-Off

SILVER: Print Channel

Harry & David, Celebrate Giving the Best 2008

Legendary food gifts marketer Harry & David is going after the business gifts market with this new title. And in true H&D fashion, “they take the established rules of good cover design to exceptional levels and execute beautifully,” said one judge.

WHY IT WON A SILVER AWARD: At 36 pages, the book is small enough so that it's easy to shop from, “but there's enough merchandise to feel like good selection,” noted one panelist. The copy is superb, “with lots of excitement and lots of appetite appeal.”

The design and product are “gorgeous,” raved one judge, who in particular loved the metallic accents along the pages and borders. Harry & David skillfully uses headlines and editorial copy to sell, said a member of the panel. “This allows the product copy blocks to be more descriptive and informative to help with those buying decisions.”

WHY IT DIDN'T WIN A GOLD AWARD: More could have been done with the back cover, which features a photo of some chocolates and some brief institutional copy. Another panelist did not like the use of the inside back flap for order information: “This space is better utilized for product.” — MD

Director: Neal Schuler

Designer: Natalie Kitamura Design

Creative director: Sheila Chambers

Marketing director: Melissa Watson

Print/production directors: Lisa Chang, Neal Schuler

Copywriter: Mim Harrison

Photographer/illustrator: Jim Bowie

Printer: Nahan Printing

Color separator/prepress provider: Schawk-Seattle

List broker: American List Counsel

Next Page: Wesco Distribution