The Challenge
Client: Warmies
Role: Creative Director
Year: 2021 - 2026
2026 Curt Goodwin / All rights reserved.
Warmies is a small direct-to-consumer business selling heatable, weighted, scented plushies. Build an elevated, personality-driven brand identity. Establish a high performing creative framework. Align both as an avenue for growth and as architecture for turning the company into a lifestyle brand.
INSIGHTS
The #1 reason customers buy Warmies: they’re cute (according to company data). Not solely for their features. This became the creative basis for re-building the brand into more than just another maker of stuffed animals.
CREDITS
CREATIVE DIRECTOR, DESIGNER: CURT GOODWIN
PHOTOGRAPHY: GRANT PUCKETT, ALEX GIRAV
VIDEOGRAPHER: JERED BEDREJO
STYLE DIRECTOR: GISELLE CARILLO
GENERATIVE ART [AI]: ALEX GIRAV, PAULA LAZAROVA, ABIGAIL ANG
ANIMATION: ALEX GIRAV
OUTCOME
A case study for a full rebrand, centered around brand personality, product anthropomorphism and a cheeky tone of voice. A visual architecture optimized for top of funnel awareness & mid funnel consideration, building trust and emphasizing the brand’s commitment to making kids, and parents, (simply ) feel good.
VISUAL LANGUAGE
DESIGN [EXPLORATION]
LOGO. ICON. ARTIFACTS