October 19, 2012

Storytelling via the Crate & Barrel holiday catalog

Filed under: Creativity — Tags: , , , — lidia @ 9:45 am
Crate & Barrel Holiday Inspirations catalog

Crate & Barrel Holiday Inspirations catalog

As much as I love browsing retail catalogs (and this Forbes.com article says I’m not alone), my busy biz mama schedule sometimes forces me to recycle them before I get the chance.

I’m glad I took the time to peek into the Crate & Barrel Holiday Inspirations catalog because it was a unique departure for the company.

Telling stories through products

The Holiday Inspirations catalog revolves around storytelling—a recurring theme for me lately.

The first story is about a grandson and grandfather sharing memories in Grandpa’s study. The page spreads tell the story by highlighting related Crate & Barrel products, such as old-fashioned glasses, decanters and a fine leather couch.

Other stories in the catalog include a mother and daughter baking cookies and a newly-engaged couple celebrating with friends. I liked their new approach of showing products while engaging their audience in the stories.

Other unique elements of the catalog

The catalog includes a link to a special (free) iTunes holiday playlist. I was also pleasantly surprised to see a page spread featuring Pop Chart Lab‘s The Very Many Varieties of Beer poster along with a selection of Crate & Barrel beer glasses.

I think Crate & Barrel got it right on this one. What do you think?

How do you feel about storytelling in retail catalogs?