Givewrap, founded in November 2022, set out with a bold mission: to transform the way people give gifts, forever. In just a short time, the company has experienced rapid growth and is now gearing up to scale both nationally and internationally. To support these ambitious plans, Givewrap sought to craft a Brand Identity and Website experience that would reflect their principles and personality and also position the brand for sustained success.
Givewrap Co-Founder Ant Hatton says: “Before Givewrap, wrapping paper had only ever done one thing - conceal the gift inside. Our belief was that wrapping could do more, and it could mean more. With every roll of Givewrap that is sold, we give $1 to our four charity partners. So when you wrap a gift in Givewrap, you GIVE TWICE. You give a gift to someone you know, and you give a donation to someone in need.”
MORRIS FRANK’s challenge was to create a brand that captured the essence of Givewrap, embodied by their mantra: “Why give once when you can Give Twice™ With Givewrap.” Early on, we identified that colour should play a central role in reflecting the brand’s personality. Wrapping gifts is inherently joyful and fulfilling, colour became a natural choice to infuse the brand with a sense of fun and energy reflecting the diversity in gift giving. We embraced bold and unexpected colour combinations to create impact across brand touch-points. Of the palette we devised, Blueberry and Rose emerged as the core pairing for scenarios where the brand is introduced, while the full set of colours adds flexibility and vibrancy across different applications.
Building on the idea that “gifts come in all shapes and sizes,” we developed a graphic shape design system. These shapes not only add a playful aesthetic but also serve a functional purpose, framing imagery and messaging to create dynamic layouts.
For typography, we chose Grennette by Colophon Foundry to enhance the brand’s charm. Grennette’s warm, approachable letterforms and subtle quirks bring a playful yet sophisticated tone to the design. Art direction was focused on showcasing the wrapping paper as the hero of the brand. Clean studio backdrops in the brand’s signature colours were used to create playful scenes, stacking, hanging, and lifting various gifts to highlight the product designs. To complement the brand’s vibrant and quirky identity, we introduced stop motion animation, bringing gifts to life through delightful unwrapping and stacking motions. These animations are charming by nature, making them perfect for social media and other digital platforms. Special mention goes to Alfie the dog, who stole the spotlight in several scenes as a nod to the RSPCA and Givewrap’s charitable mission!
The result is a vibrant and playful identity that seamlessly works across digital and print touch-points. It delivers a brand that feels both authentic and perfectly aligned with Givewrap’s mission to support people in need through the joy of giving.
Film and Photography @florencejamescollective
