Case Study:
The Classics Meets Modern in a Simplistic Yet Bold Redesign Collection for The Chrysler Museum of Art
Having previously created paper bags for The Chrysler Museum of Art’s gift shop, we were already familiar with this client. In fact, we have a strong history of successful collaborations with museums. This time, however, CMA approached us with a fresh look and new branding, ready to develop a full collection worthy of an art museum.
About Our Client
The Chrysler Museum of Art first opened its doors in 1933 but received its current name after Walter P. Chrysler Jr. generously donated the majority of his art collection to what was then called the Norfolk Museum of Arts & Sciences. In honor of his contribution, the museum was renamed after him. Today, it boasts 50 galleries, a continually growing collection of over 30,000 objects, interactive spaces for families and children, free admission, and much more. The museum is as rich in history as it is in artifacts.
Key Objectives
Preserving the essence of the museum by transforming the packaging redesign into a work of art itself.
About Our Approach
- A New Look: The Chrysler Museum of Art has long enriched the lives of its patrons, but it was time to breathe new life into their brand. Following their redesign, CMA turned to Prime Line to create fresh packaging for their gift shops.
- Bags, Boxes, and More: Recognizing our quality and work ethic, the Chrysler Museum came to us initially for paper bags but aimed to enhance their customer experience, understanding that their patrons are their lifeblood. By adding reusable totes, gift boxes, and branded tissue paper, CMA was creating a bold, modern collection, confident that we had the expertise to bring their vision to life.
- Collaboration: It’s common to have multiple vendors each handling a part of a collection, but it requires meticulous planning and excellent communication between all teams. The creative team collaborates with each vendor to ensure every item aligns perfectly, while production and importing teams coordinate with partners to guarantee everything arrives correctly and on time. Success hinges on seamless collaboration. For the Chrysler project, we ensured that all vendors and departments worked closely together so each piece fit together effortlessly. We’re fortunate to have strong relationships with our vendors, and our customers trust us to deliver.
- Exhibit Time: At Prime Line, a dedicated team works behind the scenes, collaborating from the first customer contact to the moment the product is delivered to the museum’s doorstep. The effort put into each order reflects our commitment to exceeding expectations and ensuring that every customer receives only the highest quality products. Through strict quality checks and reliable delivery schedules, our continued partnership with The Chrysler Museum of Art is put on display in their gift shop.
Working on complete brand collections and redesigns is always a rewarding experience. When The Chrysler Museum of Art returned to us with their new branding, we were eager to dive in. Having partnered with several museums before, we knew that gift shops often prefer a minimalist approach, which made it even more exciting to create a sleek collapsible box and matching tissue paper, along with their paper bags and new artwork.
Expanding the Possibilities
Chrysler Museum is a customer that started by purchasing retail bags for their gift shop. With their brand redesign, they’ve now expanded to include boxes, reusable bags, and branded tissue paper. These kinds of details help add to the customer experience.
