Barilla Snowfall
Role: Design Direction + Product Design
Design: Emma Dowling & Izzi Mordini | Art Direction: Tory Trahey | Copywriting: Jules Herrick
Insight
Barilla was launching a new snowflake-shaped pasta and wanted a standout, premium holiday mailer that would drive buzz, encourage sharing, and elevate the brand during its most festive season.
Idea
We created Barilla Snowfall, a premium, multi-sensory unboxing experience featuring surprise-and-delight holiday keepsakes including a custom knit sweater and snow globe, all designed to celebrate tradition, togetherness, and the joy of giving.
Execution
I pitched and led the design of custom elements, including the packaging structure, interior (removable and rechargeable lighting), snow globe interior (via AI), and sweater fabrication. I sold in additional budget to the client to produce work at a higher caliber than originally scoped. To overcome production bottlenecks, I implemented recurring status meetings and negotiated direct vendor access. I also personally photographed the final product and supplemented with AI-generated imagery to create a polished visual case study.
Outcome
The mailer generated 4.8 B impressions. The result was an elegant and joyful gifting experience that drove product visibility and elevated brand perception. The packaging was designed for reusability and sustainability, and the sweater’s fabrication details were so successful that the client requested additional for personal use. Internally, the experience became a creative benchmark for Barilla’s seasonal campaigns.
“I feel like a celebrity walking the halls with this. Truly the best mailer I’ve ever worked on!”
“Oh….my goodness. I just received the package in the mail from Barilla today and I haven’t been able to calm down since I opened it!!!! This is SO COOL!!!! I’m so obsessed with the sweater and the snow globe—just honestly at a loss for words!! Thank you and please thank the Barilla team for me!!!”
“It [the mailer] was so cute!!! it was a BEAUTIFUL package and a really sweet concept.”
“Working with Emma on the Barilla Snowfall project was an absolute masterclass in design leadership. From concept to completion, she brought a clear, elevated creative vision to the table—one that never lost sight of the larger strategic objective: to launch Barilla’s new Snowfall pasta by bringing winter magic to the masses.
Every touchpoint she led—from the custom snow globe to the holiday sweater to the beautifully crafted mailer box—was executed with a high level of taste and precision. Emma struck the perfect balance between creative originality and brand fidelity, making sure each piece felt magical and distinct while still staying true to Barilla’s identity.
What really stood out was how Emma rose to the occasion when our creative director had to step away on medical leave during the execution phase. She stepped in seamlessly to maintain the creative vision, keeping the team energized internally and managing client communications with calm, clarity, and confidence.
Her ability to lead with both strategy and heart was clear at every stage. She brought people together, made space for collaboration, and moved the work forward with agility and purpose. The final product was a showstopper. The client called it their favorite mailer ever, and it gained a ton of love on social, especially for the thoughtful, eye-catching design details Emma championed.
I also believe her work played a big role in building even deeper trust with Barilla. It helped cement our reputation as creative partners who can deliver excellence—and I’m confident it’s opened the door to even more exciting opportunities with the brand.
Emma is a joy to work with—smart, collaborative, generous with her team, and always pushing for the best possible outcome. It’s clear she’s operating at a level that’s not just creatively strong, but strategically impactful. I believe she’s more than ready for bigger challenges and broader leadership. I can’t wait to partner with her again!”
“Emma was an indispensable partner on the Barilla Snowfall campaign. From concept through execution, she remained focused on delivering thoughtful, high-impact creative that elevated the overall output for the client. She approached both internal and external feedback with a collaborative mindset, making room for iteration while maintaining a strong, clear vision.
It was particularly inspiring to see the synergy between Emma and Izzi. The two operated in perfect sync, with Emma leading the charge and shaping the creative direction with confidence and clarity. Their partnership was a key driver in the development of a cohesive and compelling brand expression.
The design work Emma and Izzi delivered was essential to the campaign’s success. Because this initiative leaned so heavily on influencer participation and organic sharing, the design had to be not just beautiful, but worth posting. And it absolutely was — the mailer sparked genuine excitement, and the visual storytelling played a major role in encouraging the social community to engage and amplify.”