The brief
Forever Hugs began when a client came to us with an idea for a DIY kit that captures affection through handprints and paint. Early research surfaced a growing TikTok trend of “forever hugs” (wearable memories made for friends, partners and family) so we helped name the brand, secure the domain and shape a passing trend into something enduring.
Community conversations revealed the deeper insight: families, friends and grandparents wanted something they could make together, not buy ready-made. They wanted a shared activity that created stories, laughter and sentiment. The challenge was a brand presence that felt warm and familiar while guiding people from curiosity to creation with care.
What we did
We developed a playful visual identity (soft pastels, rounded typography and generous whitespace) with custom illustrations that keep the imperfect charm of handmade creativity.
A mobile-first website simplified browsing and checkout, and a content system put customer stories and user-generated photos front and centre. Social campaigns on Instagram and TikTok used simple prompts, packaging reveals and unboxing moments to show the joy behind each kit; two early videos reached 50K+ views through platform behaviour rather than traditional advertising.
Pop-up activations took the experience beyond digital. At markets and local events, children painted with grandparents and friends made matching shirts, with packaging, signage and campaign messaging designed to feel approachable, sincere and rooted in community energy.
The outcome
As the brand evolved, the kits found their way into aged-care settings, creating moments of physical connection and intergenerational bonding. The shirts became keepsakes, wearable reminders of time spent together.
Forever Hugs now sees increased engagement across Instagram and TikTok, made 50+ sales in its first month through improved discoverability, fields community requests for pop-ups and local partnerships, and has a growing library of user-generated stories and keepsakes.
What began as a simple DIY idea has become a small, community-rooted ritual, proof that memory-making cannot be mass-produced. It must be held, shared and created together.
