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The Simple Things
The Simple Things aims to tap into this sentiment by providing thoughtful prompts that encourage people to express themselves through meaningful, handwritten messages. In doing so, the brand helps foster deeper, more personal connections between individuals, bridging the gap between intention and expression. In a world where busy schedules and constant digital distractions often leave little room for reflection or appreciation, The Simple Things offers a simple yet powerful way to slow down, connect, and show others they matter.
Strategy
A U.S. Postal Service study found that 73% of people feel more valued and connected when they receive a handwritten letter, emphasizing the lasting emotional power of personal, physical communication—even in the digital age.
By providing people with prompts, The Simple Things removes barriers that prevent genuine self-expression, such as not knowing what to write. These prompts help guide meaningful messages, making it easier for people to connect, express appreciation, and strengthen their relationships through thoughtful, handwritten communication.
The brand identity is intentionally simple and adaptable, crafted to complement and enhance the illustrator’s hand-drawn style. A serif typeface, inspired by traditional lettering found in old handwritten correspondence, was chosen to introduce a sense of nostalgia — referencing a time when expressions of appreciation were more deliberate and personal.
The first set of cards embodies the brand’s core values through charming, playful illustrations in vibrant colours, designed to evoke the joy of meaningful connection and the warmth it brings.
The cards are made for all kinds of occasions — whether it’s saying hello with a “meow,” wishing someone a happy birthday, or telling them they’re a top dog — the message is always clear and heartfelt.
Card Sleeves
The card sleeves are semi-transparent, allowing the hand-drawn illustrations to remain visible while subtly enhancing the design with an added layer of interaction. Each sleeve is tailored to different types of relationships — from acquaintances to close friends and family — offering a range of prompts that reflect varying levels of familiarity and emotional depth.
The questions are thoughtfully written to gently guide, not prescribe. They’re not a script to follow, but more like a starting point — designed to help the sender find their own words and bring real feelings to the surface. It’s about making it easier to say the things that matter, in a way that feels honest and personal.
Brand Book
The brand book is presented in a zine format to give it a personal, human touch — reflecting the brand’s focus on person-to-person connection rather than flashy, corporate presentation. It’s intentionally informal and approachable, aligning with the values of simplicity and authenticity.
The zine also unfolds into a poster, offering an engaging, tactile experience while communicating the brand’s core message in a way that feels both thoughtful and memorable.