Buchanan’s Souvenir Range Packaging

To launch a postcard you can eat?

The central idea behind the Buchanan’s Souvenir range was simple and strong: a postcard you could eat. Fewer people send postcards these days, but the desire to capture a place and take it home hasn’t gone anywhere. The designs set out to do exactly that, pairing recognisable Scottish imagery with the quality taste of traditional Buchanan’s confectionery.

Buchanan’s Souvenir Packs

For the three Buchanan’s Souvenir packs, the design system centres on a bold colour identity running across the sides and back of each pack, with a distinctive tartan element styled to complement the colours chosen for that variant. Each flavour gets its own palette and its own tartan, creating a family that reads as coherent from a distance but offers clear differentiation up close. Photography of iconic Scottish locations sits at the heart of each design, chosen to anchor the product in a sense of place without overpowering the overall composition.

Tartan is always a risk on Scottish packaging. Lean too hard on it and the design tips into shortbread-tin territory. Here it was used as a designed element rather than a default, with each tartan variation drawn to work within the specific colour story of its pack. The result feels considered rather than applied.

Gold foil embossing across all three Buchanan’s packs adds a finishing quality that lifts the range above standard gift shop fare. On souvenir retail shelves where dozens of products compete for the same purchase, that tactile detail earns its place commercially as much as aesthetically.