The power of giving

A good idea – in every sense.

Children’s parties can fill your cupboards with plastic presents and empty your bank account. New brand, Gudoo, has changed all that. It collects a gift fund online: half of which goes to the birthday celebrant; half to charity.

When brand consultancy Brother and I first met Tom Price, the founder of Gudoo, the business wasn’t named and its positioning and offer were still taking shape. We had to take it from a blank sheet of paper to a fully articulated brand in nine short months.

A brand is born.

Desk research confirmed our competitor set, but we needed primary research to identify foundational audience insights. We completed in-depth interviews with a set of families with young children. I then expressed these findings as brand personas. These set out differing audience perspectives on charitable giving, sustainability and plastic recycling, present price points and consumer consumption.

From this framework, I created a messaging platform that captured the key strands of the brand. Here, for the first time, was a party-planning brand that made birthdays magical, supported good causes and reduced plastic excess.  

Welcome to the world.

Our brand framework supported naming and tone of voice,  brand and web copy, film and social content. A new name and strapline underpinned all these elements. “Make your presents felt” distilled the brand’s altruistic and celebratory strands into a single, memorable line.  

Gudoo launched under these banners and made a quick impact, being championed by both parenting bloggers and eco-influencers. Still only a few years old, the brand has already carved out a space in the party planning sector. And thanks to growing word of mouth, creating a Gudoo is fast becoming the responsible, feel-good way to celebrate a special day.