Shapes
Brand shapes
In our brand, shapes aren’t just decorative, they're meaningful. We use a curated set of six shapes, each inspired by a core sentiment tied to the world of gifting: Gifting, Experiencing, Thanking, Feeling, Supporting, and Rewarding. Each form is thoughtfully crafted to reflect the emotion it represents.
Their design is clean and minimal, with soft curves that feel gentle and approachable, yet maintain a modern, playful edge that aligns with our brand.
These shapes appear in three ways:
• Visual call-outs: to highlight information
• Patterns: to create texture and energy
• Masks: to frame imagery in a distinctive way.
In our brand, shapes aren’t just decorative, they're meaningful. We use a curated set of six shapes, each inspired by a core sentiment tied to the world of gifting: Gifting, Experiencing, Thanking, Feeling, Supporting, and Rewarding. Each form is thoughtfully crafted to reflect the emotion it represents.
Their design is clean and minimal, with soft curves that feel gentle and approachable, yet maintain a modern, playful edge that aligns with our brand.
These shapes appear in three ways:
- Visual call-outs: to highlight information
- Patterns: to create texture and energy
- Masks: to frame imagery in a distinctive way.
Patterns
Our brand shapes come together to form a distinct pattern that reinforces visual identity and builds brand recognition over time.
The way we use these patterns is intentional, striking a balance between playful and refined.
Playful, not overpowering: The pattern should feel fun and dynamic, without becoming too busy or distracting.
Big and bold in scale: Use shapes at a large size, with just a few visible at a time—some may be cropped off the edges of the frame for a more organic, considered look. Avoid dense, repetitive arrangements that resemble cow print.
Minimal in color: Patterns should only ever use two tones—a shape tone and a background tone. This approach keeps the system clean, modern, and cohesive.
Gradient fade: Patterns can be subtly faded out using a gradient, allowing them to transition smoothly into the background and add depth without overwhelming the design.
Flexible orientation: Shapes within the pattern can be rotated to any angle, creating a sense of movement and playfulness.
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- Item A
- Item B
- Item C
Masks
Our brand shapes can be used as masks to frame imagery in a distinctive and ownble way.
Masks can be used with:
- Deep-etched imagery placed over a complementary block colour
- Full-frame photography that includes the original background
When using multiple image masks together, vary the shapes to keep the layout dynamic and visually interesting.
Examples
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