Context
Fnp is a global gifting brand with a legacy of 25 years. It is a comprehensive gifting platform offering a variety of products suitable for numerous occasions, including birthdays, anniversaries, weddings, and festivals.
It is recognised for its reliable delivery services, often offering same-day and midnight delivery options, which is a significant draw for customers looking for last-minute gifts. The brand has also expanded into wedding planning, corporate gifting, and event management, further establishing itself as a comprehensive solutions provider in the gifting and celebrations industry.
Overview
Valentine’s Day is a key occasion in the gifting calendar, constituting more than 40% of their business revenue and FNP aims to solidify its position as the market leader.
In 2024, the focus was on not just providing gifts, but on creating emotional connections that resonate deeply with customers, making FNP the go-to brand for expressing love and affection.
Task
Design a comprehensive concept that is aligned to the marketing strategy and crafting a brand campaign that will evoke strong emotions, create a consistent and . memorable customer experiences, and drive sales across all touch points.
The campaign should integrate multiple channels and formats, reinforcing FNP’s leadership in the gifting industry.
Insight
Love is a rich and personal experience that defies a single definition. It appears in many forms—whether it’s the excitement of new romance, the steady comfort of long-term relationships, or the deep devotion of parental love. Each type is unique and significant in its own way.
Recognizing that love comes in various shades helps us appreciate the diversity of human connections. Every relationship and expression of affection tells its own story. Here’s a look at the seven stages of love, showing how it evolves and diversifies over time
Idea
Action
To achieve these goals, I took the following steps:
Key Communication
The campzaign revolves around the idea that love is best expressed when it’s delivered with heart. FNP isn’t just delivering gifts; it’s delivering emotions, memories, and cherished moments for all #ShadesOfLove
Tone: Warm, heartfelt, and genuine, with a focus on creating authentic connections.
Concept Development:
- Brainstormed and sketched initial concepts that merged playful elements with modern design aesthetics.
- Developed a flexible visual language, including a vibrant color palette, engaging typography, and custom illustrations that resonated with children.
Design Execution:
