JOI GIFTS
Summary
Joi Gifts is a gifting platform in the middle east, serving eight countries in the region. Joi Gifts started as a platform that offers convenience for people to send gifts across cities or countries when they can’t be present (pun somewhat intended).
Over the years, Joi Gifts has evolved into a lifestyle brand, carrying more and more gift options for various occasions. Just as the name suggests, Joi Gifts aims to bring exactly that: a joy moment for the recipient.
Solution
Taking inspiration from “Bringing A Joi Moment”, we envision that joy is something that exists in everyone’s heart, and it’s everyone’s right to feel joy, to bring it to the surface, to “unlock” that feeling of joy.
The key is a great fit to this concept, and we specifically take the shape of a skeleton key as a homage to the romanticism and magical feeling of sending and receiving a gift. The three circles at the bow represent Joi’s three values: happy, hip, and human. Other than that, we also played around with inserting the word “Joi” into the key itself.
The brand is designed as a monochrome brand to achieve an aspirational premium positioning of the brand, but coupled with the original purple color identity of Joi Gifts, and complemented with other softer colors to bring out a more outgoing and approachable personality.
