Cat Out of the Bag
The Problem: The monthly service "My Purrfect Gift Box" is a successful, subscription-based monthly box for cat lovers. The company needs a new brand and an update to their existing box, box contents, and website that gives them a more professional look.
The Overview: My Purrfect Gift Box describes themselves as "the UK's first subscription style box curated especially for cat lovers....you sign up to receive a surprise gift filled with the cat-themed items you love each month." They explain that "the contents of the boxes are always a surprise! But you can count on us finding unique items all with a cat-theme. Items may include home decor, fashion accessories, beauty products, artwork, stationery and office supplies and so much more!" and "the Purrfect Gift Box comes in two sizes and can be purchased for various subscription lengths. You can also choose to add gifts for your cats to come in your box - so you all get surprise gifts each month".
My task was to update the brand, to bring professionalism and reach to the base the company has created.
The Competitors:
Moodboard:
The Concept:
Box
The delivery box was redeveloped to be more engaging to customers. I introduced the idea of having each themed box reflected on the packaging, to give subscribers a hint before they buy or open their box for that month. I built three prototype boxes - February, April, and November and filled them with examples of what the "lite" and "delux" contents could be.
Contents
Contents of each monthly box contained gifts that fit the theme for the month. I also combined gifts for the owner and the cat into the basic box so that owners didn't have to pay more to receive gifts for their feline friends. The content distinction came in the form of "lite" vs. "delux" packages instead, so that owners could decide each month how many gifts they wanted to receive for what price. The "delux" package also features items that may be too large to fit into the regular box, and thus may need to be shipped separately or in the form of a voucher.
The idea was to shift the product more toward the consumers who would most likely be purchasing a monthly cat themed subscription. Furthermore, the packaging became usable in and of itself because the contents arrived in a bag inside of the box, for better portability and reuse.
Brand
My Purrfect Gift Box had a simple brand, but lacked engagement and professionalism. I took colors and components of their original logo and color scheme and updated them to have a more clean and polished overall brand. I also changed the logo, so that it still had the fun feeling of the original but related to the curated contents of the monthly box. I also retained the original iconography of My Purrfect Gift Box so that the brand retained some of its product familiarity for existing customers.
Website
Similarly to their existing brand and packaging, My Purrfect Gift Box's website needed updating to make it easier to navigate and professional. In particular, the site was not attention getting, had inconsistent font use, and was difficult to navigate. I pared down the information on the website so that it was clear, concise, and attention-getting.
Original Brand:
Brand Ideation:
Name and Logo Ideation:
The User Goals: To receive high-quality products at affordable prices in order to cut down on spending and trips to the store, as well as to spoil furry feline friends
The Prototype:
The Final:
Original Website:
Redesigned Website:
