Signed, sealed, delivered: Onephase’s rebrand of Gzavnili captures the delight of speedy deliveries

Gzavnili, a pioneering shipping platform with a name rooted in the Georgian word for ‘parcel,’ celebrates a decade of tailored shipping experiences. Since its inception, it has become the go-to for individuals and businesses alike, facilitating seamless delivery services from the USA to Georgia. Under new ownership, the platform undertook a rebranding initiative to tackle emerging market challenges and, in response, roll out new and innovative solutions. Tbilisi-based product design agency Onephase worked with the company to devise and deliver a fitting visual rebrand that would communicate Gzavnili’s commitment to addressing pain points in the market while simultaneously presenting a fresh and engaging new look to its audience. Throughout the process, Onephase focused on crafting an identity that resonates with the emotions of receiving a parcel. “Our aim,” says Founder & Product Design Manager Guga Meshvildishvili, “was to design a brand that not only tells our story effectively but also inspires others with its vibrancy, and reminds them of the excitement of waiting for and receiving something.” Indicative of speed and reliability, the brand mark is an abstract motif of a crane. Meshvildishvili explains that this choice of bird, traditionally associated with the delivery of “good news and emotions,” reflects the brand’s intent to emphasise the anticipation and delight of receiving a message. The decision to use the ITC Avant Garde Gothic Bold Oblique typeface, not only within the wordmark but also throughout the wider brand identity, was a significant part of the rebranding process. Much like Gzavnili’s central crane motif, this italicised font was chosen because it communicates the brand’s pillars of speed and reliability – depicted through its slanted form, seemingly propelled forward with dynamic energy. The wordmark was set in a lozenge shape to enhance visual clarity and make a strong impact. This was especially important for offline placements, such as on vehicles, delivery boxes, and paper stickers.