Friendly, distinctive and emotive brand, that connects with the consumer audience. 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 campaign illustrations that follow the idea of happiness in the box.