SendSally

Corporate Identity with charme

Overview

SendSally is a sustainable fulfillment startup built for the next generation of eCommerce founders. We developed the entire brand from the ground up — naming, identity, illustrations, voice, and website — turning the most mundane object in logistics, the cardboard box, into a brand world startups actually want to ship in.

Client

SendSally
by common solutions

Project type

Corporate Identity

What we did

Branding,

Naming,

Creative Concept,

Corporate Identity,

Webdesign

A logistics brand that doesn't feel like one

The fulfillment industry is full of efficient providers and almost empty of brands young eCommerce founders genuinely want to work with. Sustainability-driven startups were stuck choosing between corporate logos and websites that felt stuck in 2009. The brief was clear: build the alternative. Fresh, simple, modern, properly sustainable — a partner on eye-level, not another supplier in a procurement deck.

We named her Sally

Most logistics companies hide behind three-letter acronyms. We gave the brand a first name. SendSally is personified — she has a face, a voice, and a tone, and the whole brand operates as afriend. Founders don't sign a contract with a fulfillment provider, they get on first-name terms with Sally. Pick. Pick. Send. — three syllables that make the work feel light without making the company look it.

Cardboard is the brand

Every fulfillment company ships in cardboard. So we made cardboard the brand. The kraft-brown shipping box — the most ordinary object in logistics — became the primary surface of the entire identity. Black, white, cardboard. No fake gradients, no stock imagery, no matching warehouse polos. Just the material the product arrives in, treated like a fashion brand treats its packaging.

A brand that sells the work

SendSally launched into a crowded eCommerce fulfillment market and earned attention immediately — not only because the logistics is greener and faster, but because the brand makes that difference visible at a glance. Founders recognize instantly: this one was built for them. The cardboard-first identity scales cleanly from a shipping label to a building-sized banner, and the voice keeps showing up exactly where it should.

A flock of cardboard birds

Sally is joined by the Packbird, the Treebird, and the Stackbird — geometric little birds built from the same circles and rectangles as a stack of parcels. Each one carries part of the story: shipping, sustainability, storage. They appear across packaging, vans, billboards, social, and merchandise — instantly recognizable from across a feed or across a warehouse aisle.

The website

A digital paper experience. Bold, simple, clear – straight to Sendsally’s mission.

Project Images

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