Oxfam

Oxfam Unwrapped Campaign

Overview

Oxfam Unwrapped faced a perception challenge: its charity gift cards felt disposable and lacked emotional resonance, underwhelming both givers and recipients. The brief was to shift the programme from a transactional feel to something valued, meaningful and memorable — an experience that reflects Oxfam’s mission while appealing to broader audiences. Arqtic set out to redefine what charity gifting could be by blending strategy, narrative and design to create a product people would cherish rather than discard.

Outcome

The team grounded the project in strategy and research to understand audience perceptions and identify opportunities for impact. The result was a complete brand and product redesign that transformed disposable cards into beautifully crafted art prints — tactile keepsakes that express meaning and reinforce connections to the causes they represent. A cohesive visual identity and thoughtful creative design elevated every touchpoint, making the gifting experience feel premium, personal and emotionally engaging. The refreshed Oxfam Unwrapped now resonates with a wider audience, strengthens internal and retail engagement, and repositions charity gifting as a meaningful act of connection.