Cool Things
Brand strategy and identity transformation from a long-standing B2B wholesaler to a vibrant direct-to-consumer (D2C) brand.
Introduction
Evolve a legacy manufacturer into a recognized, direct-to-consumer brand for the Amazon marketplace.
When Melody Hsu reached out, she was stepping into her role as the future owner of a business nearly 40 years in the making. As the daughter of the company's founder, she was standing at a pivotal crossroads. During our first 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."
Her north star was clear from day one: build a brand the way Orbeez owns squeezy toys, recognizable enough to define a category, not just supply it. The goal was to transform a successful B2B operation into a brand-led experience that could support a bold move into D2C, while honoring the intention behind every product they'd made since 1988.
Client
Melody Hsu, Creative Director, Cool Things Corp
Industry
Consumer Goods & Novelty Toys
Category
Brand Strategy, Brand Identity, Packaging Concepts, Creative Direction
Challenge
How do I take everything Cool Things Corp has built over the last four decades and translate it into an identity that can stand on its own?
"Like competitors, we offer fun sensory toys and high quality products but need a stronger brand story to differentiate ourselves in the B2C space and build trust with our consumer."
The Starting Point
Legacy. 38 years as a trusted private-label manufacturer, but the products were indistinguishable from any other item on a Walmart shelf. Melody needed them to be recognizable as hers.
Competition. Beginning to build a social strategy while competitors had established socials presence.
Ownership. Securing naming rights, domains, and trademarks to stake their claim.
The Turning Point
Evolve. Their business structure was changing and the brand needed to be reframed.
Refresh. Refine the original logo, the mark that built their success, without losing its DNA.
Define. What needs to be carried forward and what needs to be defined.
That's where strategy came in.
Strategy
Translate 38 years of retail trust into a brand that could stand on its own.
I partnered with Toni Plumb of Plumb Agency to guide Melody through a 9-step strategy framework, one built to give Cool Things Corp a distinct identity and clear brand separation on shelves.
The Framework
Insight. 70-80% of sales come from their light-up spinner toys. The new logo is a nod to their hero product which anchored the whole visual identity, giving the brand a recognizable, playful energy.
Positioning. The strategy sessions surfaced a robust history and ambitious goals, crystallized into a Brand Strategy Guide to guide every decision behind their pivot from wholesale manufacturer to stand-alone brand.
Identity. I evolved the brand's visual DNA, logo, colors, typography, to respect 38 years of trust while modernizing the look for new shoppers.
Guidelines. I built a comprehensive Brand Style Guide, the team's source of truth for the logo suite, seasonal palettes, and typography, including a Photography Style Guide so future shoots stay consistent across Amazon and e-commerce.
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.
“Working with Sara on our brand strategy and visual identity was a game-changer. She didn't just give us a beautiful logo; she built a complete visual system—including a photography style guide, seasonal color guides, and packaging—that captured our brand's personality and gave us the confidence to launch.”
Melody Hsu, Creative Director, Cool Things Corp.