Seattle-based creative studio People People partnered with Vellie, a new intentional gifting brand based in Bend, Oregon, to create a full-spectrum brand experience—from strategy to packaging, messaging, and digital presence. The result is a visual identity that feels as warm and calm as the thoughtfully crafted wraps, candles, and wrap sprays.

At the heart of the brand is the feeling of “being wrapped in love.” People People captured this through a custom logotype with gently flowing, interconnected letterforms—each line suggesting softness and care. The accompanying ‘V’ icon mirrors the same motion, resembling both a folded fabric and a subtle embrace.

Typography throughout the system was designed to feel weightless yet grounded. The designers used a refined mix of lightweight serif and sans-serif typefaces to bring a sense of airiness, echoing the experience of using the products themselves. The palette draws directly from the product materials, with warm neutrals that reflect the soft, natural textiles of the wraps and the gentle tones of the candles and sprays.

Packaging was a tactile love letter to intention. Embossed details, soft-touch finishes, and carefully proportioned layouts reinforce the sense of care and calm. Designers crafted messaging that is minimal yet emotionally resonant, helping the audience slow down and connect.

Digital design followed suit: the website is inviting, tranquil, and intuitive, with gentle interactions, elegant white space, and design details that let the products (and the feeling behind them) shine. A supporting social media strategy included custom-designed templates, content pillars, and visual cohesion to keep the emotional core of the brand alive across every channel.