This is the story of an artizinal gifting company whose products are produced and sold by the mentally challenged.
Often times, this community is put to work behind the scenes, backstage. A non-profit organisation was created in order to change this reality. This organization includes them in the whole process: from handcrafting, through packaging, and all the way to the point of sale.
This unique method has inspired a model of business and community integration and was granted a prestigious award at the UN.
As a result, they came to us asking to remove the charitable perception from this special brand and become associated with pride and craftsmanship.
During our work on the visual identity of TNX (Naming by OPEN), due to the extraordinary characteristics of this organization, we decided to add another dimension to their creation by including the TNX community into the design process.
We OPENed our doors to TNX employees, inviting them to take part in the design. We asked them to paint whatever comes to mind when they think of saying 'Thank You'.
We realized this is the solution; their drawings will be the design. We will just need to give them a little Oomph.
Their colourful artwork turned into clean, surprising designs for the TNX's packagings. We tried to pinpoint the unique energy in each drawing, and translate it into a graphic image.
The energy of the drawings became the visual identity of the brand.
On the back of each pack, you can find the name and picture of the original artist, and a personal "TNX" from them.
We designed entirely new brand elements with fresh fonts, novel packaging and surprising colour schemes.
Given the brand's entire process is manufactured, packed and sold by the community, we realized that so should be the identity of the brand itself.