Judge's comments:

A high-end and seamless extension of the wider brand well placed for a specific audience. Full of thoughtful material choices with the theatre of an unboxing experience that offers moments of surprise and delight. Wholly considered and crafted.

Description:

Thankyou is an Australian-based, design-led social enterprise dedicated to reimagining consumerism and redirecting 100% of profits towards ending global poverty. Like many, Thankyou’s retail presence collapsed in 2020, but behind the scenes, via a huge year for hand sanitisers (another covid story), the opportunity was there to regroup, rethink, redesign and reintroduce themselves as ‘Thankyou Reimagined’.

We were tasked to tell the story of what Reimagining Consumerism looked like. Thankyou were not just rebranding, they were rethinking their entire business model, creating new ways to interact with partners and suppliers, make and sell products, and most importantly, redefining the way they give back.

This was the moment to re-engage their loyal supporters and welcome a fresh audience. The Thankyou launch kit was designed as a reflection of the Inside Store – the pop-up retail space opened during the launch campaign, inviting the receiver to look behind the scenes and discover Thankyou (reimagined) all over again.
As the launch kit is opened, the layers start to reveal. The outer sleeve telling the story of ‘Thankyou Reimagined’.

The imperfect circle graphic used to reinforce the message of ‘all-for the end of global poverty’. The mirrored Eco-Foil thankyou card designed so that you see yourself in it, reminding us that this is only possible with willing and mindful consumers. The range outlay brochure – showing the range as it is today and the expansion into new products. Finally, after peeling back the layers you reach the products – revealing the perfect Thankyou starter kit in stacked in two layers.

The box is heavy, strong and impactful. No markings on the outside to indicate who it is from; it’s what’s on the ‘Inside’ that counts. This reinforces the concept of the ‘Thankyou Reimagined’ pop-up store and campaign, it is a look behind the scenes, an insight into Thankyou and how they have reimagined themselves and consumerism too.

The design needed to have a robust and timeless aesthetic to endure the coming years as Thankyou expands into international markets. The box needed to be made with a sustainable and replicable design for varied producers around the world.

This drive behind the launch kit was to share with influencers and supporters the need to shift our focus from mere transactional exchanges to more involved and conscious decision-making. Fuelled by an understanding of social factors, the goal was to elevate Thankyou's story of impact, illustrating the direct link between thoughtful consumerism and global change.

The strategic backbone of "Consumerism Reimagined" was to create an immersive brand experience—Thankyou Inside. By integrating digital and physical touchpoints, including social media campaigns and influencer partnerships. The strategy was designed to amplify Thankyou's message across diverse platforms. Each element was meticulously aligned with the core mission, inviting consumers to become part of the larger narrative of transforming the way we consume.

Thankyou approached this campaign by engaging a full multimedia plan, this was just one element of a bigger story: To get the physical products into the hands of the public and for them to share.

The campaign's overall success in capturing the public imagination and stimulating dialogue around consumer responsibility showcases its profound impact:

61 media features with a collective publication readership of over 754 million readers.

Organic social media: 5,067,419 Impressions & 189,198 Engagements.
They are now stocked in all major Australian retailers with the new packaging helping cut through the sea of amber bottles on shelves and the refill system improving circularity.

Since the project, Thankyou have had retailers, distributors and partners around the world reaching out to help bring Thankyou to their countries. Thankyou are set to relaunch into New Zealand and Dubai in a few months and then into multiple countries throughout Asia, with further plans to expand across the USA/EU in the coming years.