Apple TV+ Merch Marketing

Apple TV+ is a platform built around gathering. People watch Severance, Ted Lasso, and The Morning Show together. The merch needed to live in that same world: the dinner before the premiere, the Sunday night viewing, the couch with friends.

So we stopped designing for the recipient's logo wall and started designing for their kitchen.

The design: rainbow wine markers

We went back to Apple's heritage rainbow, the six color logo from 1977. Green, yellow, orange, red, purple, blue.

Each stripe became a wine marker.

Sets of six, designed to clip onto stemware so guests never lose track of their glass. The reference is immediately legible to anyone who grew up on the brand, but the object itself is functional, not commemorative. People actually use them.

The color work mattered more than anything else on this piece. We specified each shade to match the original rainbow spec, not generic primaries. A red that's too bright or an orange that's too saturated breaks the reference. We dialed each pigment against the original logo rendering until it read correctly in hand.

The design: custom cutlery with branded header card

The second piece was a cutlery set designed to feel like it came from a boutique home goods store, not a promotional vendor. Weighted handles. Considered finish. Packaging that reads as retail, not swag.

The header card carried the whole kit. A single piece of card stock does more work in the unboxing moment than any other component in a gift, and we treated it that way. Premium stock, precise color match, brand voice that landed the concept in one read. It anchored the set and gave the recipient something worth keeping on the shelf.