It started with a heart...
The Heart of the Brand: A Journey of Kindness and Creativity
It’s only fitting that a brand built on kindness and a love of giving would place the humble heart at the centre of its business.
Back in 1993, when Caroline first started designing cards, no one could have predicted that the now-iconic ‘CG’ heart would become such a defining symbol for the brand over the next 30 years. The very first card collection featured wire icons – a house, a baby pram, and, of course, a heart. Of these, the heart cards proved to be the most popular, and more than three decades later, this signature shape remains a firm favourite, continually updated and refreshed for each season.
From its early days in cards, the heart shape made its way into stationery, accessories, homeware, bags, and even luggage by 2016. Caroline’s unique approach to design, often featuring fun, unexpected colours and creative placements, has always ensured that the heart remains both fresh and timeless.
As the brand continued to grow, the heart shape evolved alongside it. Over the years, the design team explored new materials and finishes, including metallic hearts across stationery and accessories in our Crafted collection. In 2019, we launched a summer tote bag with an all-over charcoal-and-white heart print that offered a modern, sleek update to the classic shape.
In 2020, the heart took on a new form with the launch of face masks and a collaboration with Meningitis Now, a charity we’ve proudly supported for over 25 years. The heart’s adaptability continues to surprise and delight, as we even incorporated it into a leopard print design in 2024, proving the heart’s enduring versatility.
Looking ahead to our SS25 range, the heart remains a central motif, appearing in abstract hand-painted ceramics, confetti print hearts on everything from purses to book bags, and even monochrome chessboard hearts on notebooks and glasses cases.
So, whether we’re designing fun new products or revisiting old favourites, you can always count on the ‘CG’ heart to be a part of our collection for years to come.
