The Mad Hatter's Tea and Luncheon is an annual fundraising event sponsored by the Women’s Council of the Dallas Arboretum and Botanical Garden. Guests wear crazy hats made out of flowers, sculptures, and other objects. For the invitation design, my goal was to express the concept of madness and chaos juxtaposed with beauty and elegance. These words best described the hats people would wear and inspired me to create a similar visual for the invitation.
My concept of madness began with the visual of a spiral and how to incorporate flowers. The front of the invitation displays the flowers, which are featured at the event, in the form of a jumbled puzzle mess paired with the line "Join the Madness". The idea behind this execution was to allow the recipient an interesting and enticing ploy to spark interest and interact with the piece revealing the image and tagline. The viewer works the puzzle to reveal the image and follows through to the event information designed on the back. The puzzle may seem to drive the viewer into mad themselves as they attempt to solve it which calls back to the concept in a subtle way. The envelope works as a connection to the pieces and call back to the garden using the olive green color paired with the rose pedal belly band holding the piece together.
The result of this piece was to work as a way to entice recipients to "Join the Madness" at the Mad Hatter's Tea Luncheon.