i-Cue offers home-delivery of carefully curated, age-appropriate books for children. In a world populated by screens, children are losing their ability to engage mindfully with their imagination. With busier parents, the joy of reading is slowly becoming a dying phenomenon. Our rebranding engagement helped i-Cue craft the uniqueness of their offering into a sharp identity underlined by the baseline ‘Curated for Curious Minds.’ These Foundational Assets were then extended into the packaging and the website. The brand identity, created around a mascot, reflects the care, convenience and expertise of the brand for the parents, and the excitement and joy amongst its actual consumers, the kids.