Gift Shop New Zealand is a one-man band that came to creativeiq in need of rebrand and website redesign. The brand had become outdated and operating in a crowded market, their brand and website were losing out on potential customers. This was a perfect opportunity for creativeiq to peel back the layers, and uncover the reason for the brand's existence, what makes it different and why people should care.

The new brand had to stand out from a sea of other online gift shops, which were often more diverse in their product range and better resourced. Our discovery session with the client provided key insights that would guide the direction of the brand's strategy, and identity.

Our approach was to create a differentiated brand, that was authentic to the client’s values uncovered in the discovery session. Key themes that came through, were the client's passion for giving, and New Zealand culture. Using these themes, we defined the brand's purpose and values, which centered on the idea “To encourage the act of giving, and celebrate the joy this brings to the giver, and receiver”. We then got to work on fleshing out this idea across the brand's story, tone of voice, and personality. We developed the brand’s mascot (George the kiwi), to communicate both, the client's love for New Zealand, and to engagingly express the brand's values and personality.

The logo features the Kiwi mascot, cleverly nested within a present box, giving off happy vibes, while also expressing the act of giving. The typography features a rounded typeface that is both professional and relaxed, perfectly reflecting the brand’s core. The diverse colour palette was deliberately chosen to convey the brand's joyful and friendly brand persona.

With a clear brand strategy, brand message, and aligned identity, Gift Shop NZ is no longer just another gift shop. It’s a gift shop with giving at its core, has a message that celebrates it, and a voice that can express it.