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How it came to be

The challenge

glassybaby (always with a lowercase “g”!) is a purpose-driven company known for its handblown glass votives and drinkware that are as meaningful as they are beautiful. Each one is unique, and a portion of every sale is donated to charities supporting people, animals, and the planet. To date, they have given over $15 million.

Beloved near its flagship Seattle stores, glassybaby set its sights on winning hearts beyond the Pacific Northwest. They approached our creative team to dream up an engagement campaign that would introduce the brand to new markets and online shoppers. The goal was to position glassybaby as a unique, meaningful gift for any occasion, not just seasonal holidays, and to inspire people to look beyond their typical gifting habits.

The solution

Our small but mighty team began by diving into the rituals — and struggles — of gift-giving. Through research, questioning, and reflection, we uncovered the human truths that make a gift truly meaningful. From these insights, we developed a messaging framework that positioned glassybaby within the heart of these moments, showing how their products could turn any occasion into something memorable and heartfelt.

the heart of Gifting

Understanding the highs and lows of gift-giving led us to develop a messaging framework that positioned glassybaby as a thoughtful solution to these universal challenges. We distilled our research into three key pillars, each reflecting a core motivation behind meaningful gifting.

Personality

Caring, sisterly, spiritual,
inviting, mindful

Essence

We are a purpose-driven organization of artisans that craft gifts for special occasions and give back to the community

Artisanal

I want to give something that they can’t just find anywhere. If they can buy it on Amazon, it doesn’t mean anything.

Why glassybaby?

Products handcrafted locally by artists
Unique genesis story and mission
Aesthetically beautiful product, with small variations

Highly Personalized

I look for a gift that matches the message that I want to send to the recipient in that moment.

Why glassybaby?

In a collection of 200+, each color has its own name and story
Each gift message is handwritten
Storytelling around life moments

Perceived Value

I want to show them that I value our relationship. I want to buy them a gift that they will love but might not buy for themselves.

Why glassybaby?

Hand-blown glass in the US by artisans
Sustainable
Part of each sale goes to a charitable cause
Invests in artisans

Building the Brand’s Look

With the final logo chosen, the next step was creating the brand guide. I started by crafting a mood board inspired by the ribbon logo, focusing on colorful paths, bold hues, and visuals that convey a strong sense of movement.

Finding the Form

Fueled by coffee and creativity, my fellow designers and I explored numerous logo directions to define the brand.

Real Gifts for
Real People

If glassybaby could admit that their gifts aren’t perfect (re: one of a kind), then why don’t we own imperfection? So, we honed in on the fact that gifts don’t have to be perfect and people don’t have to be perfect, to be, well, perfect.

Through unexpectedly honest messaging and imagery pulled straight from life’s wonderfully messy middle, we positioned glassybaby’s handmade variations as a refreshing alternative to cookie-cutter gifting, making the brand feel more human, personal, and easy to love.

The Complete Brand Toolkit

I designed the NEXT event brand guide to cover a wide spectrum of design elements. Starting with the essentials such as logo treatments, typography, and colors, I also provided guidance on iconography, graphic elements, and even approved stock photography. Clean and sleek, this go-to toolkit empowered any design team to create cohesive, on-brand materials for the event.