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Go Puff
Meet Puffy
Task: Gopuff is looking to evolve its email campaigns from an overly edgy aesthetic toward a more polished, trustworthy design. The goal is to retain an approachable tone while introducing greater visual clarity,
The design direction for this campaign was relatively straightforward — by increasing white space, softening corners, and switching to lighter, more modern fonts, I was able to achieve a cleaner and more refined aesthetic. However, the bigger challenge was maintaining Gopuff’s approachable tone without leaning too heavily into its previous edgy style. After exploring several options, I landed on a simple but effective solution: Puffy - a blue, round, cartoon-style mascot created to act as a visual anchor for the brand. By introducing a playful character into an otherwise professional design system, I was able to bring warmth, relatability, and a touch of personality to Gopuff’s emails — without compromising clarity.
Phase 2
More than Email
Idea: What began as a simple Gopuff email rebrand quickly evolved into the development of a full-fledged brand identity. Enter Puffy — a character with the potential to become so much more than an email asset.
My goal was to make Puffy some sort of influencer, and for that to happen I needed to increase visibility to help boost social currency. To achieve this, I created social media and print ads featuring Puffy, positioning the character as a recognisable mascot, much like the Meerkat from Compare the Market. I also developed an in-app tracking icon and a suite of GIFs for Gopuff to use across digital platforms to drive engagement. To extend the brand even further, I designed a custom pattern for packaging, delivery trucks, and Gopuff-branded products. The potential for this mascot is limitless, and these examples only scratch the surface of how Puffy can elevate the brand across all touchpoints.
Phase 3
Hello Puffy
Puffy can be so much more than a mascot; it can be the voice of the company. What Siri is to Apple, and Alexa is to Amazon, so can Puffy be to Go Puff.
Inspired to give Puffy more than just a mascot role, I explored ways it could evolve into a functional part of the user experience. My solution was to infuse its personality into a basic AI model that serves as a friendly assistant, helping users reorder items, file complaints, create grocery lists, manage subscriptions, and simplify a wide range of everyday tasks. By integrating Puffy into these interactions, the system reduces friction, saves users time by anticipating their needs, encourages higher engagement and repeat purchases through personalised suggestions, and transforms routine transactions into a more interactive and enjoyable experience that deepens brand connection and loyalty.
Strategy
Hey World, Meet Puffy.
Task: Roll out the new look email flow and create a plan to roll out puffy to the world.
I’ll begin the campaign by launching the redesigned emails during a one-hour window that historically sees the lowest order volume, allowing for minimal disruption and real-time performance monitoring. To coincide with this, a 60-second “Meet Puffy” video will go live across social platforms, supported by Meta and TikTok ads. The concept - “My name is Puffy, and I’m just like you” - uses Gopuff’s customer data to create a series of relatable scenarios that reflect real habits. Puffy introduces himself through lines like, “Hi, I’m Puffy and I always forget to order paper towels,” or “Hi, I’m Puffy and I order healthy food… with extra snacks for balance.” The video builds emotional resonance and positions Puffy as a familiar, human-like brand voice.
Following the video drop, I’ll introduce a limited-time promo: every order over £25 will come with a free Puffy keychain or toy. This creates an immediate sense of delight and reward, while encouraging social sharing and word-of-mouth. The campaign will then scale with high-impact billboard placements, matching the digital tone and aesthetic. At the same time, the Gopuff app experience will be updated - Puffy will appear on the order tracking screen, splash screen, and in other key UX moments - ensuring consistency across touchpoints. Packaging will shift in parallel, with Puffy-patterned bags and boxes reinforcing the rollout at the point of delivery.
After the initial wave, I’ll reignite engagement with a second campaign introducing Puffy as the in-app AI assistant. This will highlight his utility - helping users build grocery lists, reorder items, track deliveries, and even process refunds. From there, Puffy transitions into a long-term brand asset - integrated into social content, in-app messaging, seasonal promotions, and future collaborations. The goal is to move beyond mascot status and establish Puffy as a trusted, functional, and emotionally resonant companion throughout the Gopuff experience.
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