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 legacy manufacturer into a recognized, direct-to-consumer brand for the Amazon marketplace.
When Melody Hsu reached out, she wasn't just managing a product line; she was stepping into her role as the future owner of a legacy nearly 40 years in the making. As the daughter of the company's founder, Melody found herself at a pivotal crossroads. During our initial sessions, she shared:
"I’m trying to figure out where I’d like to see this business go beyond what my mom has built. She’s handing the baton off to me... I think this workshop will help me figure that out."
Our goal was to bridge that gap—transforming a successful B2B operation into a brand-led experience. We aimed to create a cohesive identity that would support a bold transition into the direct-to-consumer (D2C) space while honoring the heart and intention behind every product they’ve manufactured since 1988.
Challenge
Cool Things Corp entered this project with a 38-year history as a trusted, private-label manufacturer for retail giants. While they had an established logo and a proven track record, they lacked a distinct brand voice for the direct-to-consumer (D2C) marketplace.
My challenge wasn't to "fix" what was broken—it was to evolve what was already there. Much like Melody’s journey of taking ownership of the company, my design strategy focused on honoring the brand's heritage while modernizing its appearance for a new era.
I approached this as a Brand Refresh rather than a total rebuild. My goal was to refine the original logo—the very mark that defined their success for decades—to ensure it felt fresh and recognizable, while retaining the "DNA" of the original design. I had to solve a fundamental question:
How do I make Cool Things Corp stand out as a brand on its own, without losing the trust that nearly four decades of retail excellence have built?
Strategy
I partnered with Toni Plumb (Plumb Agency) to guide Melody through a 9-step strategy framework. We wanted to take the company’s retail strengths and translate them into a brand story that makes sense for the Direct-to-Consumer (D2C) world.
Strategic Insight
70–80% of sales are driven by their light-up spinner toys. This hero product anchored the entire visual identity; the new logo incorporates a spinner shape as a nod to their most popular item, giving the brand a playful, recognizable energy.
Market Positioning
We distilled our deep-dive sessions into a Brand Strategy Guide. This acts as the project’s foundation, mapping out the voice and messaging needed to pivot from a wholesale manufacturer into a recognizable, stand-alone brand.
Identity Development
I evolved the brand’s visual "DNA" by refining the logo, colors, and typography. The goal was to respect the trust built over 38 years while modernizing the aesthetic to grab the attention of new shoppers.
Creative Direction & Style Guidelines
To ensure the brand remains consistent, I created a comprehensive Brand Style Guide. This manual is the "source of truth" for the team, detailing how to use the logo suite, managing their extensive seasonal color palettes, and defining typography. Crucially, it includes a detailed Photography Style Guide—a technical roadmap that ensures future photographers can maintain the exact lighting and aesthetic standards required for their Amazon and web presence.
Partnership Shoutout
The 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 playful and detailed digital assets for seasonal 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 July 2025.
Streamlined Asset Library: Delivered a complete Logo Package and Brand Style Guide to ensure consistency across online platforms including their website, social media, and Amazon storefront.
Content Pillars: Established a marketing roadmap focusing on customer testimonials, social media, and on-brand messaging.
