Brief
To transform the existing bootstrap branding and DIY website of a jigsaw puzzle business into a polished, elevated brand experience that captivates customers at every touchpoint, from ordering to unboxing.
Client
The Original Jigsaw Co. make unique and quirky hand-illustrated jigsaws. With unexpected success during Lockdown, they launched more puzzles and invested in their customer experience.
The situation
What challenge was our client facing?
Started during Lockdown, the business quickly grew beyond its humble beginnings, but its branding and website no longer reflected the quality of its product or the passion behind it. While the puzzles themselves were beautifully crafted, the overall brand experience felt inconsistent and underdeveloped, lacking the visual appeal, clarity, and storytelling needed to attract a wider audience and build long-term customer loyalty. The client needed a more cohesive, elevated brand that would inspire trust, convey value, and resonate with design-conscious puzzle lovers.
Before
After
The Task
What outcome were they hoping to achieve?
The client wanted to create a brand that felt as thoughtfully designed as their puzzles, one that would stand out in a saturated market and spark an emotional connection with their audience.
Their goal was to build a premium, cohesive identity that would elevate the customer experience, drive repeat purchases, and open the door to retail opportunities, collaborations, and community-building. At the heart of it all, they were looking for a brand that felt authentic, aspirational, and unmistakably theirs.
The action
What steps did you take to help them get there?
As part of The Scale-Up, we reimagined the visual identity with a timeless yet quirky logo, featuring customised ‘puzzle piece’ letter shapes set at jaunty angles to mimic jigsaw pieces. We elevated the colour palette to feel smart and premium, whilst allowing the colourful products themselves to shine.
Over the course of two Studio Days, we designed e-commerce packaging in the form of custom mailer boxes, canvas bags and hang tags to ensure every touchpoint felt cohesive, elevated, and engaging.
Finally, with our Shopify Set-Up, their DIY website was completely overhauled with intuitive navigation, clear storytelling, and a visually rich shopping experience.
The Result
What was the final result?
A warm and quirky brand identity paired with thoughtful e-commerce packaging that elevates the unboxing experience.
The final Shopify site brings it all together - a beautifully crafted digital storefront that feels true to the brand’s artisanal roots, while making it easy for customers to discover, shop, and gift.
Testimonial
“Freckle was an absolute joy to work with and we loved the whole process. The end result exceeded our expectations.”
Claudia’s understanding and articulation of our brand values and business objectives was 10/10, the quality of the work was superb and the process was straightforward and enjoyable. People’s reaction to the rebrand has been really positive, especially the custom canvas bags and mailers boxes.
When you run a small business, the wins can feel few and far between sometimes. When someone comes along with vision, enthusiasm and delivers excellence, it means such a lot. Honestly, just a huge thank you - we're really grateful for everything you've done to go above and beyond for us! ”
JAMES, co-founder