Cool Things Corp.
Brand strategy and identity transformation from a long-standing B2B wholesaler to a vibrant direct-to-consumer (D2C) brand.
Cool Things Corp
Client
Melody Hsu
Creative Director
Industry
Consumer Goods
Novelty Toys
Category
Brand Strategy
Brand Identity
Packaging Concepts
Creative Direction
Introduction
The Mission: To evolve a 40-year-old family-owned private label manufacturer into a recognized, direct-to-consumer brand for the Amazon marketplace.
When I first began working with Melody, Cool Things was primarily operating as a B2B business, creating products for wholesale and retail partners.
As the product line grew, it became clear there was an opportunity to build something bigger. Not just individual products, but a recognizable brand that could connect directly with consumers.
At first, the brand didn’t fully reflect the level of quality, safety, and thoughtful design that went into each product. It was functional, but it wasn’t telling the full story.
As we worked together, that shift came into focus. Moving from a product-first approach to a brand-led experience that could support their transition into a B2C space.
With that transition in mind, we built a cohesive brand identity designed to feel playful and imaginative, while reinforcing the durability and intention behind every product.
Challenge
Cool Things Corp had a 30-year history of designing and manufacturing successful products for major retailers like Walmart and CVS. However, they lacked a distinct brand identity for their own products. The challenge was to create a cohesive brand strategy and visual system that could differentiate them from "private label" generic goods and connect emotionally with their new target audience: Moms planning parties and seeking high-quality, safe sensory play.
Strategy
Using a 9-step framework, we established a foundation for all future communications:
Brand Purpose: Sparking joy and laughter through innovative, safe, and exciting products that encourage play and imagination.
Brand Personality: "The Jester" – Playful, energetic, and fun, but grounded in quality and 30 years of expertise.
Market Positioning: Moving beyond "seasonal-only" items to become a provider of "everyday joy" and sensory-driven toys (e.g., light-up novelty and educational STEM-focused play).
Partnership Shoutout
This brand strategy was developed in collaboration with Toni Plumb of Plumb Agency. Her expertise in strategic positioning was instrumental in guiding Cool Things Corp’s successful transition to the D2C market.
LinkedIn: @toniplumb
Solution
Brand Identity & Refinement: Developed a bold, playful visual system including a refined logo, a vibrant color palette, and clear typography.
Packaging Design: Designed a tiered packaging system—starting with simple, cost-effective logo-branded boxes for the initial launch, with plans for more intricate, pattern-heavy designs for future collections like Halloween.
Amazon Storefront & A+ Content: Created "information-rich" and "attractive" digital assets for top-performing products like the Jumbo Light Up Spinners, Squishy Sand Buddies, and the Light up Diving Sticks.
Storytelling & Values: Integrated the company's core value of Female Empowerment. Highlighting that CTC is a female-led company with an 80-90% female management team.
Results
Amazon Prime Day Launch: Successfully prepared the brand for its public reveal on July 23, 2025.
Streamlined Asset Library: Delivered a complete "Logo Package" and "Brand Style Guide" to ensure consistency across their Squarespace site, social media (FB, IG, LI), and Amazon storefront.
Content Pillars: Established a marketing roadmap focusing on customer testimonials, social media "mischief," and "Joy you can count on" messaging.