The face of a stereotypical Santa is half-obscured by a rotating collection of rebranded Santas.

Who is the future of Santa?

In a world where we strive to be less judgmental and more socially aware, the idea of a strange man spying on children and designating them as “naughty or nice” just doesn’t resonate like it used to.

Santa Claus is in desperate need of a rebrand. Below, check out our 3 concepts to bring Santa into the 21st century. And then vote for your favorite at the end.

Concept 1
A person in red pajamas holds a mug and sits cross-legged on the floor, surrounded by tiny elves, presents, and a reindeer.

Hygge Santa

Taking that warm and fuzzy holiday feeling to a new level.

Although this Santa maintains their classic red suit and sleigh, they prioritize delivering rest and peace over gifts and gadgets. 

Hygge Santa opts to work from home whenever possible, adopting a four-day workweek for themself and the elves. And they never check email when they’re not working. Nostalgic, calm, and non-judgemental, this Santa is sure to appeal to open-minded traditionalists, self-care enthusiasts, grind-culture opponents, decaf tea drinkers, and anyone who craves being cozy.

SIGNATURE ACCESSORIES

  • Sleigh seat warmer

  • Extra fluffy slippers

  • Weighted blanket

FAVORITE ON-THE-JOB SNACK

  • Hot cocoa

  • Risengrod (rice pudding)

  • Chicken soup

POTENTIAL BRAND COLLABS

  • Celestial Seasonings

  • Tombolo

  • KonMari

  • Bookshop.org

Concept 2
Three orbs with tiny trees float around a person in a red vest and white jacket. Piles of presents totally fill the background.

High-Tech, Low-Impact Santa

Santa is going green—and we’re not talking about the color of her suit.

With the polar ice caps melting, climate change is personal for today’s Santa. So she’s using her magical powers and the latest technology to help restore balance to the world’s ecosystems.

Expect gifts made of recycled materials, thrifted finds, and refurbished goodies wrapped in the latest biodegradables. She’s also a sucker for the latest green gadgets, and uses AI to scan letters to Santa (so if your gift isn’t quite what you asked for, that may be why). And, if you were naughty, you can expect a mini wind turbine in your stocking instead of coal.

SIGNATURE ACCESSORIES

  • Mycelium and hemp coat

  • Apple watch

FAVORITE ON-THE-JOB SNACK

  • Kombucha

  • Small batch cold brew

  • Green juice

POTENTIAL BRAND COLLABS

  • Patagonia

  • Silicon Valley Bank (too soon?)

  • Boxed Water

  • NOAA

Concept 3
  • Four headshots of diverse “Common Claus” santas ranging in ethnicity, gender, location, age, and body size.
  • A white man with a big white beard in a red jumpsuit with the “Common Claus” logo holds a present in front of rows of shops.
  • An East Asian woman wearing a helmet with the “Common Clause” logo balances presents while riding a motorcycle in a city.
  • A young Black man with glasses and a red coat with the “Common Claus” logo smiles beside a stack of presents on a city street.
  • An older Black woman wearing a red dress with white lace details and the “Common Claus” logo poses beside a stack of presents.
  • A blonde white woman in a red jacket with the “Common Claus” logo stands smiling with presents in a European countryside.
  • A person with a lei and Hawaiin shirt featuring the “Common Claus” logo stands smiling with a trolly of presents.

Common Claus

We are all Santa.

What’s better than one Santa? A whole crew of them. These Santas are united around a common claus, um, cause: taking traditional Santa’s collaboration with his elves and reindeer to a whole new level. Yes, we’re democratizing the concept of Santa.

These Santas come in all shapes, sizes, colors, genders—and from all localities. They’re also ready to adapt to every geography so that they can spread holiday cheer and joy around the world to all. They are Santas everyone can identify with.

SIGNATURE ACCESSORIES

  • A smile

  • Fanny pack

FAVORITE ON-THE-JOB SNACK

  • Snacks from the corner store

  • Local beer

  • Whatever you’re making

POTENTIAL BRAND COLLABS

  • Ben & Jerry’s

  • IKEA

  • Expedia

  • Duolingo

Vote for your
favorite.

We used AI to design all the images here.

Read how it went. >

Not ready to get back to work/chores/life yet?
Continue the holiday cheer by revisiting our 2022, 2021, and 2020 and holiday cards.