The Royal Mint briefed us to create packaging and campaign assets for a commemorative coin marking the 75th birthday of Her Royal Highness The Princess Royal. The release carried particular significance as the first UK coin struck in Princess Anne’s honour, celebrating her lifelong service, work ethic and personal achievements.
The challenge was to create a premium collector proposition that felt worthy of The Royal Mint, while avoiding a predictable or overly traditional royal treatment. The brief required a design system that reflected British craftsmanship, sustainability principles and the values associated with Princess Anne: dedication, modesty, duty and quiet achievement.
The packaging needed to appeal to both established collectors and royal enthusiasts, while also giving the range a clear emotional story. With products spanning entry level commemorative coin packs through to higher value Silver and Gold Proof editions, the creative approach had to be flexible enough to work across multiple formats without losing consistency, elegance or impact.
We developed the project from initial proposition and concept creation through to final production of the packaging. The chosen concept, Contemporary heritage, presented a more natural side of Princess Anne, combining refined royal cues with visual references to her equestrian, sporting and charitable passions.
Her racing colours became a key part of the visual language, helping to move the design away from a conventional royal narrative and towards something more personal, modern and distinctive. The result was a sophisticated aesthetic that respected her role within the Royal Family while recognising the breadth of her contribution to communities around the world.
Once the packaging was approved by The Royal Mint and the Royal Palace, we prepared the artwork for print production across the full product range. We then extended the same conceptual strategy into a campaign toolkit, adapting the story for website landing pages, email, organic social, paid social and print publication advertising. This ensured the launch felt consistent across every customer touchpoint.
The final packaging and campaign created a cohesive and highly engaging launch platform for one of The Royal Mint’s most significant royal commemorative releases. The Contemporary heritage concept gave the range a distinctive identity, combining premium presentation with a more human and characterful portrayal of Princess Anne.
The creative system worked effectively across the full product hierarchy, from accessible base metal commemorative packs to higher value Silver and Gold Proof editions. Each format retained the same central story, while being carefully adapted to suit the quality, format and audience of each product.
The campaign successfully translated the packaging idea into a wider launch narrative across digital, social and print channels. It generated strong engagement on social media, supported interest across multiple audience groups and reinforced the significance of Princess Anne being commemorated on a UK coin for the first time. The range was highly successful, with products selling strongly across the collection and the campaign delivering a confident, memorable market presence.
