The Challenge
Helpful Elf want their business to become the ‘go-to place’ for adults looking to find the perfect gift for an important kid in their life – be that their own child or the child of someone dear to them – but don’t have the time or knowledge to do so. Instead, customers will trust Helpful Elf to weave their magic by taking care of the kid’s presents (and, where possible, the planet too).
The client team asked us to create a brand identity that they could then apply to various applications: from their website to their gift boxes to their sales invoices.
The Solution
‘Magical gifts chosen with care’
We talked to the Helpful Elf team about their challenges and aspirations for the brand. We learned that their goal is to eradicate dodgy gifts for children and that sinking feeling you get when you see a kid open a present you know will be discarded after 5 minutes or unwrap a toy that’s bad news for the environment.
We then created a brand proposition that led with ‘Magical gifts’, which is both a nod to the Elf in the brand name and also to how kids’ eyes will light up when they open up one of Helpful Elf’s far-from-ordinary packages.
We included the important secondary message – ‘chosen with care’. This highlights the selection of lovingly curated gifts Helpful Elf have assembled – the sort of presents their customers would have chosen themselves, if only they had the time and knowledge. It also pays homage to the fact that every product on sale through Helpful Elf has passed a rigorous selection process – both by expert child testers and also from a socially and ecologically responsible standpoint.
The resulting brand is an explosion of joy, the highlight of which is the H of the logo that contains a magical hidden gift tied together with a heart-shaped bow.
