Oxfam Unwrapped Charity Brand Design
Oxfam Unwrapped
The Brief
Celebrating 20 years as Charity Gift leaders with an exciting brand refresh
Sectors: Charity | Campaigns
Services: Design | Rebrand
An Overview
Oxfam Unwrapped sought a fresh new charity brand design to kick off the year and stand out in the competitive charity gift market. With plans to revamp their product offering and redefine their approach, the task was to reimagine what a charity gift could be. The result: a transformation that made each gift feel personal, meaningful, and enduring—turning a simple gift card into something truly cherished.
The Outcome
A new product, made to last.
With art at its heart, we crafted a new product for Oxfam Unwrapped, designed to carry the brand into the future. Shifting away from disposable cards, we introduced beautifully crafted art prints featuring personal messages—thoughtful keepsakes that recipients can proudly display. This fresh approach not only redefines the gifting experience but also broadens Unwrapped’s appeal to a wider, more diverse audience.
“It has been a pleasure working with Meantime and Borne on this project. We felt fully supported from start to finish. They treated the project as their own, and we collaborated seamlessly as one team to overcome all challenges.”
Charline Nuflo – Unwrapped Manager, Oxfam Unwrapped
Research & Strategy
Addressing the root cause and finding charity brand design solutions.
The initial phase of the project focused on in-depth research and strategy. To tackle this, we teamed up with strategy experts Borne to dive deep into audience insights. By analysing Reddit threads, exploring blogs, and conducting nationwide surveys, the team identified what was working for Oxfam Unwrapped—and, more importantly, what wasn’t. A key finding was the perception that previous iterations lacked value for money, with many viewing them as disposable and lacking a lasting impression.
With charity brand design at the forefront, we recognised the need to shift direction and offer both Unwrapped’s current and new audiences something lasting, emotive, and deeply personal. This led us to an art-led approach. Prioritising value for money, we aimed to expand on the concept of ‘art’ to create a well-rounded product—one that not only features beautifully designed prints but also provides more information about the chosen causes, allows for personalisation, and delivers a premium quality finish.
The Impact
A new lease of life for this legendary charity gift
The new charity brand design and launch of the new range of products has been very positively received, expanding its audience and improving engagement! In Oxfam Unwrapped’s own words:
‘The new range has been well received by our retail network, and our colleagues in the office also loved the new product. They are eager to collaborate with Unwrapped on future projects.’
‘One of the initial challenges we faced was a loss of engagement with our shop teams and other internal teams, which has now significantly improved.’
Credits
Creative Lead
Conner Perry
Brogan O’ Grady
Produced
Martin Eke
Design
Conner Perry
Brogan O’ Grady
Illustration
Conner Perry
Brogan O’ Grady
Strategy
Chris Bosher
Holly Bamford
Animation
Jack Purling
Alwin Ediagbonya
Conner Perry
3D Design
Alwin Ediagbonya
Jack Purling
Sound
Luke Billing
Production Year
2024
Special Thanks
Charline, Emma, Saba, Anu and the rest of the Oxfam Unwrapped team
for their constant support and trust. And to Holly, Carole & Chris at Borne for partnering with us on this journey!
Related work
The Trussell Trust
Deborah