Case study · 01
Back to projectsPAGGRO
Birthday cards for people who show affection through emotional damage.
PAGGRO · BIRTHDAY EDITIONHappy birthday,
Happy birthday,
problem child.
Another year of experiences, lessons learned, and beautiful emotional damage.
Enter their nameMAKE IT PERSONAL
✦●✦The idea
Affection, with a little emotional damage.
PAGGRO takes its name from “passive-aggressive”: the fine art of expressing annoyance indirectly while pretending everything is perfectly fine.
It began with a simple thought: not every friendship speaks in sincere greeting-card poetry. Some say “I love you” through a well-timed insult, a fake gift, or one sentence that is suspiciously accurate.
I wanted this digital birthday card to carry exactly that energy. Personal enough to send, sharp enough to screenshot, and playful enough to make the victim laugh-cry on their special day.
Tone of voice
Warm heart. Sharp mouth.
Emotionally available (TBC).
Still chaotic.
Now upgraded with scented candles.
What's life without causing a tiny scene on their special day?
The experience
Choose a card.
Add a name.
Cause a tiny scene.
The interaction stays deliberately simple. Visitors personalise the recipient’s name, choose the line that sounds most like their friendship, and send a birthday card with exactly the right amount of menace.
- Customisable recipient name
- Bold, screenshot-friendly typography
- Playful confetti and graphic details
- Built for quick sharing
See it in the wild