Table of Contents
Since our founding, Unwrap has helped companies go beyond the data to uncover the deeper truths within their customers’ experiences.
We’ve empowered teams to move past the what and become curious about the why—helping them to decode qualitative feedback, discover actionable insights, and build the best products on the market.
As of today, we might look and sound a little different but rest assured—we’re the same Unwrap you’ve come to know and trust.
Customer intelligence: A turning point in understanding your users
Before getting into the nuts and bolts of the announcement, let’s pause on the larger problem we’re here to solve—understanding customer feedback.
It’s a fact: businesses have become increasingly reliant on data to drive decision-making across their entire organization. The rise of digital platforms has made it easier than ever to collect quantitative data—tracking metrics like engagement, retention, and conversion rates. This information is vital, but it only tells part of the story.
The real challenge lies in understanding the story behind these numbers. Why do customers stop using a feature? Why do they churn? Why do some products create a sense of connection while others fall flat? These are the kinds of questions that traditional analytics tools struggle to answer.
At Unwrap, we’ve always believed that the key to accessing these deeper insights lies in qualitative data—what customers are saying, how they feel, and where they feel the most product pain.
Our platform is built to bridge the gap between data and understanding, providing teams the ability to make informed, customer-centric decisions.
How our rebrand visually captures the mission of Unwrap
Our technology has matured, and our brand vision along with it. We needed to capture not just what we do, but how it feels to work with us.
For Unwrap, customer intelligence isn’t just flashy dashboards—it’s about uncovering stories, emotions, and opportunities for growth. Revealing what matters to build what’s loved, as we say.
Our new brand embodies this philosophy. It’s bold, dynamic, and sophisticated, just like our in-house natural language processing (NLP) technology. It’s a representation of the power of discovery, the excitement of gaining new insights, and the joy of connecting with your customers like never before.
So let’s get into the creative process.
To be a fly on our Figma walls
You see the end product. Not the weeks and months that go into planning and getting to the finish line. For those who may be interested, we’ll give you a peak behind the design curtain.
What’s changed? And what’s stayed the same? Let’s find out:
NEW: Balanced color palettes and typography
Our new brand colors are designed to balance vibrancy with functionality, mirroring the thrill of uncovering something new while maintaining the usability that makes our platform the best in the industry. As for fonts, Recoleta, with its playful and bold lines, serves as the backbone of our visual identity. Circular plays a complementary role, adding simplicity to ensure clarity across all touchpoints.
NEW: Authentic photography that captures real-life connection
The photography across our website and digital assets aims to highlight the people behind the screens—our customers’ customers. You’ll see a mix of imagery. Some will subtly feature phones, laptops, or devices to highlight the connection between digital products and people, while others focus on abstract visuals that celebrate joy and human experiences.
NEW: A logo that you just want to…unwrap
A flowing ribbon that unfolds with continuity, our logo subtly forms the shape of a speech bubble—a nod to the conversations, discoveries, and connections we collect and help create. As the ribbon wraps around itself, it evokes the feeling of coming full circle. Like when customers realize their feedback is captured in product improvements. Or when teams see negative NPS scores drop after incorporating customer feedback.
SAME: Our product ethos
Our core drumbeat remains the same: Unwrap isn't another dashboarding tool—it's an insight engine. One that proactively delivers actionable and accurate customer insights to your entire team, without you telling the platform what to look for.
You don’t need more dashboards, you need more automatic discoveries. And we’re going to give them to you.
The market signals of a rebrand: A strategic shift, not just a new look
When a company announces a rebrand, it’s easy to assume the changes are purely aesthetic. New colors, an updated logo, and a snazzy new website all contribute to the ease of that surface level assumption.
But, a rebrand actually signals something much bigger—a shift in market positioning, an advancement in customer perception, and often, a new phase of growth. It’s not just about looking different; it’s about aligning with where the business is headed and staking a claim in the future of an industry.
For Unwrap, our brand refresh is an intentional move that better reflects our mission: helping to fill the world with products people love.
We’re betting that the future of customer intelligence is automated, in the truest sense of the word—meaning that people want insights served up to them, without lifting a finger. With this launch, we’re signaling our readiness to meet that challenge head-on.
Indication of growth and a sharpened market position
Business growth provides a chance to plan for future product development and an opportunity to solve more complex customer problems.
At Unwrap, we’ve recently raised our Series A. Our growth validates the increasing need for AI that’s truly AI. While traditional analytics tools focus on complex reporting capabilities, we’ve grown into a platform that automatically categorizes feedback, detects emerging trends, and highlights what’s going to move the needle—without human intervention.
Our updated brand embodies this shift, reinforcing that we’re not just another dashboard—we’re the platform that will proactively uncover what matters most to your customers.
By emphasizing automation, accuracy, and ease of use, our rebrand differentiates us from other providers in the market that are still reliant on manual tagging and point-in-time reporting.
Matured prospect and customer perception
As a business evolves, so do its customers’ expectations. A company that once resonated with early adopters likely needs refinement to appeal to a broader audience.
With our rebrand, we’re positioning ourselves as the go-to solution for enterprise businesses that need trustworthy, AI-driven customer intelligence at scale.
Our messaging reflects the real challenges teams face: fragmented feedback, overwhelming amounts of data, and the need for faster, smarter decision-making. In fine-tuning our outward identity, we’re making sure from the get-go that users know we’re a platform that will meet (and exceed) their expectations.
Internal cultural alignment
A strong brand isn’t just external—it shapes company culture and unites employees under a shared vision. When a company’s mission evolves, it should reinforce that change internally as well.
For Unwrap, this project strengthens our commitment to helping businesses build products people love by giving them the insights they need, when they need them. Our new brand identity serves as a guiding force for our team, making sure that every product decision, customer interaction, and company initiative is rooted in this mission.
Revealing what matters to build what’s loved
We’ll say it till we’re blue in the face: the best products are built when teams can truly understand their customers. Our AI-powered customer intelligence platform will help you do just that, with insights guaranteed to be accurate and actionable—not to mention, accessible to your entire organization.
So, as we put away the wireframes, figma files, and positioning documents, we’re buzzing for what’s ahead—new ways to serve our customers, connect with prospects, and a laser focus on empowering teams to create products people love.
Remember, this isn’t a new Unwrap—it’s a reintroduction to who we’ve been all along.
