Project
Swag Store & Corgis
Branding · Merch · Decentralized · Ecosystem · Mascot
Overview
Filecoin’s merchandise runs as two connected things: an open Swag Store that anyone in the ecosystem can order from, and a run of limited-edition plush Corgis that have become the project’s unofficial mascot. One is built to run on its own; the other is made by hand and kept deliberately scarce.
Approach
The Swag Store is built to run itself. It’s a decentralised, print-on-demand store with drop-ship fulfilment — no warehouse, no stock to hold, no manual packing. An order comes in and the supplier prints and ships it directly. I set it up so internal teams and ecosystem partners can spin up their own branded merch through the same pipeline, without pulling in the creative team for every request. The Corgis are the handmade counterpart to that automation: each one is themed to its event — skiing in Davos, lion dancing in Hong Kong — and produced at roughly 80% of expected demand so they stay collectible.
The Corgis
Outcomes
Automating the store took merch production off the creative team’s plate and let the wider ecosystem self-serve, which has put Filecoin branding in front of far more people for very little overhead. The Corgis are the opposite by design — scarce, handmade and event-specific. They sell out at events and travel home with attendees, doing more for the brand than a booth giveaway ever could.