Brand + Packaging Design
GYFTING is a women-owned, purpose-driven gifting service that curates experiential gift boxes, media mailers, and event bags using products from brands led by founders who identify as BIPOC, LGBTQ+, or female. While their mission was clear and powerful, their visual identity did not fully reflect the modern, inclusive, and elevated experience they aimed to offer. The brand needed a refreshed visual language that could support their growth across digital and physical touchpoints while capturing their values of empowerment and intentionality.
I led a comprehensive redesign of GYFTING’s visual identity, creating a look that aligns with their tech-forward approach and mission-driven ethos. The updated identity included a refined logo, an uplifting and sophisticated color palette, and a flexible typography system. These elements were designed to feel both warm and professional, helping GYFTING stand out in the crowded gifting and direct-to-consumer space. I also designed a set of custom icons and brand patterns to enhance storytelling and add cohesion across all platforms.
The project began with an audit of GYFTING’s existing brand materials, followed by in-depth research into competitors and mission-aligned brands. I explored a variety of visual directions, focusing on how to visually communicate the brand’s core values of celebration, inclusivity, and intention. After presenting several directions, I finalized a system that balanced modern elegance with approachability.
To ensure consistency, I built a full brand style guide detailing logo usage, type hierarchy, color specifications, iconography, and layout examples. This guide equips the GYFTING team with a flexible toolkit to maintain a cohesive presence across packaging, social media, digital platforms, and print materials. The final identity positions GYFTING as a contemporary and values-driven brand ready to scale its presence and impact.