The Challenge

Oxfam’s “Unwrapped” charity gift program was facing perception issues: its gift cards felt disposable, lacked emotional resonance, and underwhelmed recipients. The program needed a shift: from transactional to cherished — a brand experience that would feel lasting and meaningful.

Key questions:

How do we make charity gifting memorable and tactile rather than throwaway?

How can design and narrative reinforce Oxfam’s values while appealing to new audiences?

How do we integrate art, storytelling, and quality into the product itself?


Arqtic’s Approach

1. Strategy + Research Foundation

We utilised expert partnerships to dig into perception gaps and audience attitudes. The insight: many saw prior gift cards as lacking value or emotional weight. So the strategy pivoted toward creating something people would want to keep, display, and feel proud of—blending art, meaning, and function.

2. Brand & Product Redesign

We transformed the product: instead of disposable cards, recipients receive beautifully crafted art prints that double as meaningful keepsakes. Each print is personalised, visually rich, and tied to the cause — making the gift both emotional and informative.

3. Visual & Creative Design

We designed a visual language that reflects Oxfam’s purpose while elevating the gifting experience. The new identity leans into art, premium materials, and thoughtful layout — making every touchpoint feel considered. Packaging, print, messaging — all echoing the core idea: this is more than a gift, it’s a connection.

Impact & Outcomes
The refreshed Oxfam Unwrapped now reaches broader audiences, connecting with people who value meaning and aesthetic.

Retail partners embraced the new product line; internal engagement improved across Oxfam’s teams.

The project redefined what a “charity gift” could be — shifting the paradigm from cards to keepsakes, and elevating the program’s brand equity.

Through design, narrative, and experience, Oxfam’s mission becomes tangible and emotionally resonant.