4U.am launched as an online flower delivery platform with aspirations of transcending into the go-to online gift shop in the country. Our challenge was to create a new brand identity, one that would solidify this reputation. First, we redesigned the logo, fitting the number ‘4’ into a square to create the impression of a ribbon on a gift box. In our pursuit of creating an exceptional gifting experience, we made a deliberate and judicious decision to opt for a captivating and vibrant color palette, to not only catch the eye but also to deeply resonate with the emotions of the gift recipients. Additionally, we wrote a new slogan: “Always choose happiness”, as a reminder to prioritize joy and positivity in every choice, and an embodiment of our commitment to not just delivering gifts, but also fostering a sense of contentment, delight and fulfillment. The new identity was inspired by the name "4U" - a combination of letters and numbers, but also influenced by the acronyms commonly used among youth. We used this core principle to shape the design of the gift boxes, resulting in the creation of a distinctive form of communication that relies on simple visual elements. Also, we collected a compilation of the expressions most commonly used for various gift-giving occasions, carefully integrating these phrases into the design of the boxes. Noteworthy examples include endearing declarations like "I ‘heart’ U" and affirmations like "U R A ‘star’", both of which serve to infuse each gift with a touch of personalized sentiment and convey heartfelt messages in a visually enchanting manner. This new approach taken in crafting the new box design substantially enhances the overall gifting experience by effectively transforming the act of giving into a medium for emotional expression. It affords individuals the unique opportunity to convey and encapsulate their profound emotions through meaningful messages. Our packaging speaks on behalf of the user assisting them in overcoming any hesitations they might have in saying important words to the recipients of the gifts. [vimeoVideo id="816569476"][vimeoVideo id="816572072"]