Virgin Gifts

Challenge

Their emphasis on “experiences” meant they were buried in the crowded worlds of travel and entertainment. Their inconsistent name led to customer confusion and lost equity. The brand was disjointed and unfocused.

Research

Over six weeks, we designed and conducted a robust quantitative and qualitative research process to understand the complex feelings associated with gifting. Over 100 people were surveyed, 30 people joined focus groups, and we conducted a handful of gifter-giftee paired interviews to dial in on relationship dynamics specifically.

One customer persona stood out among the rest, providing an insight that would power the work: Gifting is fuel for relationships. A chance to energize the bond between the gifter and giftee. To shake things up and to strengthen their relationship through the gifting moment.

Strategy

From there, we distilled the opportunity that lay ahead for the brand: to deepen connections through unconventional gifting. A call to action was born: ‘Gift Anti-Ordinary’.

Anti-ordinary goes beyond Christmas and birthdays. This new approach reframes gifting around connection, not occasion. It guides how Virgin curates its offering. It expands use cases, driving more purchases and repeat customers. And it informs how the brand shows up in the world.

To mark this transformation, Further worked with internal stakeholders and the Board to merge the US and UK regional brands and align under one new name: Virgin Gifts.

Brand System

The design system was built through the lens of relationships, a contrast to Virgin’s transactional competitors. The system puts the gifter-giftee bond at the center, bringing them together at each step on the customer journey.

Our imagery reflected this: micro shots highlighting the gifter and giftee, macro shots featuring the experience itself. The art direction is candid and expressive, capturing how the experiences make you feel.

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Much of the system embodies the spirit of “anti-ordinary”. Of course, the iconic Virgin red is at the heart of the color story, building association with the brand’s disruptive identity and capturing equity. A refreshed palette adds energetic neon pops.

Unconventional shapes flex across the system to create both functional and surprising frames. A new typographic system and suite of icons add character through unexpected embellishments and curves. Finally, a new logo of an opening envelope ties the system together with a subtle nod to a ribbon.

Motion and voice

Motion principles like unpacking, revealing, and stacking were inspired by the act of gifting itself. Traditional cues, like a ribbon, are made anew throughout the entire system.

The brand voice is Unfiltered and Unwrapped. Unfiltered brings edge and attitude; Unwrapped means keeping it real and getting personal. From irreverent collection titles to playful copy, the tone snaps people out of the everyday, and brings relationships to the fore.

Impact

Virgin Gifts is more than a new name or a new look. It marks a category shift—expanding markets and audiences by leaning into the brand’s promise of deeper connection. A change as unconventional as its namesake.

"This project has always been about more than a new identity. By aligning the brand globally around one core idea, we’ve given Virgin Gifts the clarity, energy, and ambition needed to inspire millions worldwide to shake up their routines and bring a little ‘anti-ordinary’ magic to their gifting."

Noel Eves, CMO, Virgin Gifts