Alice Pleasance: Building a Stationery Brand for Disney Adults

The product strategy

We began by identifying hero products based on insights from our parent company Papier d’Amour - products with the best margins, sell-through, and seasonal gifting appeal. These became the core of each range. From there, we designed modular seasonal variations, bundling key items into curated gift boxes and offering multiple colourways to increase perceived value and collectability. Every product had a clear role in the range and a reason to exist.

Design with storytelling at the core

Each season was themed around a specific scene, quote, or colour palette pulled from the original Alice in Wonderland world. We built a custom icon suite inspired by Wonderland's card decks and layered this into packaging, paper goods, and digital content. Quotes from the book were used to create seasonal tone-of-voice, acting as the narrative thread across collections. The bold, colour-blocking colour palettes balanced playfulness with sophistication - creating statement pieces that still felt elegant and elevated.

Hands-on execution across every channel

As the sole designer on the project, I led all creative development and execution - from concept sketches to print-ready files, packaging die lines, and manufacturer liaison. I directed and shot all photography (both brand and ecommerce), designed and built the ecommerce site, and created marketing assets across paid, organic, and wholesale channels. I also developed sales tools such as range guides and POS materials. Working closely with Disney’s legal and design teams, I navigated approvals while maintaining creative integrity - ensuring the brand felt premium, seamless, and uniquely Alice.