Develop a Corporate Identity

On behalf of a UK based business, we are looking for a fresh identity. The market is online gift sales featuring customised items, and items which are created by the business and cannot be found anywhere in retail, or other websites. They are looking for a new identity which will stay with them for a long time; the current identity was created by their in house designer and they are now looking for a fresh approach from an outsider. The colours are blue, the header font on the website is Lobster, and the graphics are clean, but they are looking for everything to 'come together' graphically with fixed house-rules. This is open for discussion of course, an established feel is what they are seeking. They are a fast-growing company and would prefer investing in a strong identity, rather than changing it in years to come. Logo anatomy in their words: (Again this is not set in stone) 'Something that is an object, such as a square, or geometry based logo, with 'DG'. Or, a focus on DG. DG itself could be the logo but with some sort of colour accent/small bit of abstract geometry. The full worlds 'Duke Gifts' can be applied next to this DG logo/shape for stationery/marketing purposes. Think high end fashion/tech brands (Apple, Nike, etc) A shape which resembles a gift box may be too cliche, but a good concept, is a good concept!' US/UK freelancers preferred for verbal [text] exchanges to get a grasp for the project. Feel free to answer any questions, see attached for their current website.