The creative approach was inspired by the insight that it’s not about the parcels, it’s about the experience of sending and receiving joy.
The route that I took was to develop an illustrative brand style that is clearly distinctive, friendly, happy and colourful. I started creating brands personality by updating current colour scheme and typography. It was accompanied by a series of brand illustrations that illustrate the parcel journey, and campaign illustrations that follow the idea of happiness in the box.
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