Transforming the Oxfam Unwrapped brand

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from 'Heather's portfolio'

Beating targets via audience-f...

BRANDING & CREATIVE

Oxfam Unwrapped product rebrand

Context Product brand centred on humour and fun – this doesn’t reflect the values of supporters who are worth most to Oxfam.

Increased demand for visibility on impact and results, following the Haiti scandal.

Original creativeRebranded creative

Original creative

Rebranded creative

Rebrand priorities

• Focus on impact, making it obvious how the product makes a difference

• Showcase the real people who benefit from gifts, while preserving an uplifting and hopeful brand identity

• Clearly feature product names, to improve retail experience

• Maintain a fun, quirky approach for products with mass-market appeal

• Ensure the Oxfam mission statement rings through