Brand Discovery.

When you receive a wonderful brief to completely overhaul a legacy brand like John Sands, the challenge is to embrace modernity while preserving the heritage and emotional connection the brand holds for its customers.

From birthday gifts and Christmas cards to seasonal gift giving, thank-you notes and wedding gifts, John Sands is part of so many special moments. There were countless stories and emotions to capture, with an eye for warmth, connection and a very big heart. A truly dear project.

Family is the people, traditions and shared moments that shape who we are — whether that’s the family we’re born into or the people we choose to surround ourselves with. It’s found in the small rituals, celebrations and stories that are passed from one generation to the next.

Legacy is about what remains after we’ve moved on — the values we instil, the memories we create, the work we contribute and the positive impact we have on others. It’s not necessarily about something grand; sometimes the greatest legacy is simply making people feel loved, remembered and connected.

For a heritage brand like John Sands, I think that connection is particularly powerful. Its products become part of people’s own family stories — a birthday card kept in a drawer, a wedding gift, a Christmas tradition or a handwritten note from someone they love.