The Art of Gratitude and Branding: Daymond John’s Thoughtful Take on Meaningful Design

/ Daymond John
The Art of Gratitude and Branding: Daymond John’s Thoughtful Take on Meaningful Design

In a world where branding often converges with marketing buzzwords and analytics, it’s refreshing to witness someone tap into its deeper, more heartfelt dimensions.

Daymond John, renowned entrepreneur, investor, and branding expert, recently shared a compelling perspective that underscores the power of thoughtful branding. In reflecting on a visit to @fastkitpack and their personalized box made for @crayola — a wonderfully designed gift for teachers — Daymond invited us into a conversation that runs deeper than surface-level packaging. He emphasized how brands can transcend the conventional to communicate recognition, emotion, and appreciation, particularly for those who shape the next generation: teachers.

This simple, yet meaningful gesture reveals the potent intersection of creativity, purpose, and brand values. Join us as we delve into the layers behind this thoughtful approach to product presentation, and uncover how mindful branding remains a force capable of not only delighting but transforming relationships between brands and the communities they serve.

Table of Contents

1. The Evolving Meaning of Branding

At its core, branding has always been about identity — a way for businesses to distinguish themselves in the marketplace. But in today’s saturated landscape, logos and taglines are not enough. Modern consumers seek authenticity, emotional connection, and values they can relate to. A brand’s visual elements still matter, but intention and impact have taken the front seat.

This evolution has ushered in a new wave of branding where empathy and storytelling help foster loyalty. As a result, gestures like the custom teacher appreciation box become emblematic of a larger shift — from marketing to meaning.

2. Daymond John: A Thought Leader in Emotional Entrepreneurship

Daymond John isn’t just the “people’s shark” from Shark Tank — he’s a long-time advocate for branding as a form of communication that speaks to values and community. His entrepreneurial journey with FUBU, a fashion brand born from culture and identity, essentially redefined what it meant to ‘walk your brand.’

In highlighting something as seemingly small as a custom box created for teachers, Daymond reveals why he stands apart. He recognizes that branding isn’t only about aesthetics or visibility, but about forming intentional touchpoints that resonate with people’s lived experiences.

3. Packaging as a Storyteller

While packaging is often viewed as a utilitarian necessity — a protective shell to house a product — it can be so much more. A thoughtfully designed package can elevate a product from a commodity to a conversation. It invites the recipient to pause, reflect, and feel recognized.

In the case of the Crayola box, the visuals alone convey thoughtfulness. But it’s the deeper gesture — the choice to create something unique for educators — that turns the packaging into a narrative. It tells a story of appreciation, community, and shared purpose.

4. Gratitude as Brand Currency

Gratitude is one of the most powerful — and often underutilized — elements in branding. In business, thankfulness is usually associated with customer service gestures like discount codes or thank-you notes. Yet, going beyond the transactional and infusing gratitude into brand identity signals integrity and foresight.

Brands that lead with genuine gratitude foster loyalty and admiration. They aren’t just seen as sellers of goods but as contributors to collective well-being. Daymond’s insight into this Crayola box reminds us that acknowledgment is a form of branding, and that thankfulness can be its own form of currency.

5. Fastkit and Crayola: A Collaboration with Purpose

The appreciation box created by Fastkit for Crayola is more than visually striking — it is thoughtful in its purpose and execution. Crayola, a brand long associated with childhood creativity and education, chose to honor a vital segment of their market: teachers.

Fastkit’s role in producing not just a box but an experience exemplifies how collaboration between brands and creators can yield deeply meaningful results. It’s a great example of co-branding that serves both form and function, creating a product that celebrates humanity while elevating brand ethos.

6. Why Teachers Deserve More Than Just a “Thank You”

Educators are the unsung heroes of society. They inspire, challenge, and shape generations, often with limited resources and under the strain of evolving responsibilities. While an appreciation box may seem like a small gesture, it carries immense weight.

Gifting something personalized and thoughtful reaffirms a collective respect for the profession. It’s a public acknowledgment that their work isn’t invisible, and it aligns with a growing cultural recognition of teachers as foundational figures.

7. Emotional Intelligence in Design

Emotional intelligence is no longer reserved for interpersonal relationships; it’s a key component in design thinking. Products and experiences designed with emotional insight tend to resonate more deeply with their audience.

Packaging that evokes nostalgia, gratitude, or pride — as in the case of Crayola’s tribute to educators — reflects emotional intelligence in tangible form. It’s not just about what people see, but how it makes them feel. This is what builds memorable brand experiences.

8. How Brands Can Harness Thoughtful Packaging

Brands of any size can incorporate a more empathetic approach to packaging. Here are some strategic insights to consider:

  • Understand Your Audience: Consider what emotional beats resonate most with them and how packaging can reflect that.
  • Personalize When Possible: Even small touches like custom inserts, handwritten notes, or thematic elements enhance the connection.
  • Sustainability Matters: Eco-conscious designs show care for broader contemporary issues, adding depth to your brand’s impact.
  • Tell Stories Through Design: Use visuals, text, and textures as storytelling tools. A box doesn’t have to be silent.
  • Celebrate Communities: Partner with nonprofit causes, educators, or unsung groups who deserve recognition, and use packaging as a medium to spotlight them.

9. Building Community Through Tangible Appreciation

A branded box can be more than just a marketing tool — it can become a cultural artifact. It can symbolize a brand’s role in societal conversations and communal acknowledgment. As demonstrated in the Crayola example, when packaging is designed to honor a community — in this case, educators — it becomes part of a larger message about values and mission.

That’s the heart of brand advocacy: when recipients feel respected and elevated, they become messengers who carry the brand story with pride. It isn’t just about selling a product; it’s about embedding meaning into moments.

10. Lessons for Entrepreneurs and Creatives

Daymond John’s reflection invites both budding and seasoned entrepreneurs to consider the non-obvious aspects of branding. The takeaway isn’t to obsess over packaging designs alone, but to view every step of product interaction as an opportunity for storytelling.

Here are a few lessons inspired by this gesture:

  • Invest in the Details: Small gestures reinforce big ideas.
  • Honor Your Audience: Find ways to recognize those who support or are impacted by your brand.
  • Use Creativity to Drive Connection: Don’t create for visibility alone; create to deepen relationships.
  • Collaborate With Specialists: Creative partnerships—like that of Fastkit and Crayola—can unlock new dimensions of expression.

11. Final Thoughts: Branding Beyond the Box

As Daymond John highlights through his appreciation of Fastkit and Crayola’s collaborative effort, branding is not about hard-selling or grandstanding. It’s about showing up with meaning and offering value that resonates on a human level. When brands create experiences instead of just products, they become part of people’s stories and lives.

That teacher appreciation box serves as a microcosm of what branding should aspire to be — heartfelt, purposeful, and human-first. In a time when connection is craved perhaps more than ever, thoughtful gestures like these don’t just leave an impression; they plant seeds of loyalty, community, and lasting goodwill.

In the end, it’s not just what the box looks like. It’s what it says — and more importantly, what it means.