Tag Archives: brand identity

Carlsberg: Black and Gold

Design agency Kontrapunkt’s (Denmark) have redesigned cans for Carlsberg’s Black Gold Pilsner. The design features a two-colour scheme with  a matt black top and ring pull. I love a bit of matte:


Note how they’ve also added a hop leaf shape cut out on the ring pull. The devil is in the detail!

From the cool cat of beers to an overlooked lager in the Carlsberg range, Black Gold needed a facelift to revive its relevance. Paying homage to the historic Black Gold bottles, we designed a darker than dark can that reflects the bold and more full-bodied pilsner experience.


Carlsberg is one of many brands who have decided to incorporate minimalist design into their branding by stripping back on detail and ornate features.

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D&AD Identity 2017: The Beautiful Meme

Agency ‘The Beautiful Meme’ have been commissioned by D&AD again to design the creative for the 2017 D&AD Festival. The iconic D&AD Pencils have been animated alongside textures, designed to individually represent the award levels or categories from the D&AD Professional Awards.


Ben Haworth, Creative Director says:

In advertising and design the D&AD pencil, the symbol of excellence, is ever-present. Around it the industry is weft and warp and flux. Nothing stays still and that’s as it should be. That’s what this year’s identity is about.

This amalgamation of 3D, geometry and motion design is proving to be a very popular design trend, and this has to be my favourite identity for D&AD to date. I particularly love the black Pencil above as it’s using just one colour (bar the yellow D&AD logo), which also happens to be my favourite colour… Also, the animation reflects the popular gif culture that has taken over the art and design world, with the designs working well as both statics and animations.

Screen Shot 2017-03-16 at 12.51.23

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Brand Identity: Kaibosh

Design agency Snask were commissioned by Norweigen eyewear company Kaibosh to create a brand identity for both their general campaign and for in-store design. Encompassing the requirements from Kaibosh, Snask created an identity using a custom typeface (Sentrum) and bold icons for a colourful, fashionable and expressive rebrand.


I love this! “Eyes before guys” ha!

The brand and tonality was translated into visual form and matched with a custom-made display typeface, named Sentrum, made to suit the in-store signage. We added two eyelashes as a symbol to distinguish the identity and to use as graphic elements for many different scenarios. We created the entire flagship store with shelving systems, signage, colours, murals, etc. The project ranged from a typeface and still life photos to campaigns, fashion photography, notebooks and towels.




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No Tax on Tampons: A Design Solution

Pentagram’s Paula Scher has designed an identity to undo stigma around womens’ periods, creating the visual identity for a new organisation which aims to get rid of the ‘tampon tax’ in certain states in the US. A petition has 60k+ supporters wanting to follow in Canada’s steps by eliminating tax on period items as “women spend upwards of $70 a year on sanitary products like tampons and pads”. The same uproar surrounding tampons and pads has been protested by Brits and Aussies too.
Euromonitor released findings that “sanitary protection reached current value sales of US$3.1 billion in 2015, up by 1%. Retail volume sales remained stable with 1% growth”. That is insane!

Paula teamed up with the non-profit organisation Period Equity to create the identity, which includes the perfect sans-serif font ‘Margaret Calvert’s New Rail Alphabet’ and self-explanatory, bold red dots.



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Camden Market Rebrand: Thanks For Not Destroying My Youth!

Picture this: It’s 2006. I’m 14 with a passion for skinny jeans, extreme black eye makeup, numerous belts and boys with long hair. I’ve fallen in love with someone who wears higher platform boots and more eyeliner than me. Camden is life. Camden is my jam every single weekend for years. I’m on first name terms with the donut stall lady.

We’re back in 2016: I read “Camden Market rebrand by Ragged Edge”. I’m ready to rage. “How dare they try to ‘brand’ a place like Camden!” I scream (in my mind, of course. I’m at work).

Fear not, it’s not as bad as I first assumed it’d be… Camden is the short of place that has always seemed to function on its own with little marketing or advertising – a place that has been successful through word of mouth and its appealing culture – a place that exists in its own world for freedom, self expression and alternative fashion. A place that helped me become me! As a teen, Camden was one of the only places I felt truly comfortable, free from judgement, free from the burden of being a misfit. I could walk around wearing whatever I wanted, looking like a freak, with the rest of my weird friends, and never feared persecution or humiliation.

So when I read “rebrand” I thought about how those feelings couldn’t possibly be emulated in a branded, marketed environment. However, Ragged Edge seem to have done a pretty good job! The design studio created a brand identity for London’s Camden Market, including two custom typefaces inspired by the area’s iconic bridge sign by John Bulley – Camden Slab and Camden Sans (each with 4 weights). Ragged Edge describe the rebrand as “an antidote to corporate conformity”, which I think they’ve actually done successfully. Not only did they want to maintain the uniqueness of Camden, they wanted to make it relevant to a millennial audience, which works both on and offline.


Ragged Edge did a great deal of research by interviewing stallholders, residents, workers and tourists. Studio co-founder Max Ottignon says the rebrand is:

a set of tools for self-expression… to give people the flexibility to use them in an infinite range of ways. Most retail destinations have a strict corporate identity, but this would be the antithesis of Camden’s individualistic, creative spirit

The typeface allows every aspect of the market to be rebranded without the need for a logo, so Camden Market collaborated with street artist David Samuel, who used the fonts for a set of hand-painted signs.



The Creative team launched the brand ‘Unfollow Convention‘ alongside a range of Camden Market products, way-finding throughout the market and a series of experiential installations.


My verdict: It gets a thumbs-up from me. I’m so relieved they didn’t go off on a tangent and try to create something entirely unrelated to Camden. Whilst it’s strange going from an anti-industry, anarchic, inclusive, independent business led area to a place that has its own app guide and toolkit… it was bound to happen. BUT I’m glad Ragged Edge were the ones to do it, because they’ve done it well!

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As someone with 3 tattoos, from 3 different tattoo studios, I’ve spent a considerable amount of time over the years researching studios and artists for each inking. As a creative, I have naturally picked up on branding, website design and social media identities that the studios present themselves as… and they are all crap. It’s been hard not to make judgements upon the artists themselves when the visual identities they display are painful to a designer’s eye. Perhaps the reasons for a lack of concern when it comes to branding is to do with money, or it could simply be to do with studios relying on tattoo subculture to bring back the same customers, and recommend certain artists to other inked folk. However, in my case, I can’t even count on one hand anyone I know who is passionate about tattoos and body art! So I’ve had to rely on personal experience rather than knowing who to get inked by through association, which meant digging deep into the many studios London has to offer.


So, the new brand identity for Tattoo.pl by Minima Advertising People from Poznań, Poland, is wonderfully refreshing (weirdly, I really dislike Minima’s own website….). In my experience, all tattoo studio websites are dark, dingy and so poorly designed, with often pixelated images and no clearly distinguished brand. Tattoo.pl’s new identity couldn’t be more opposite – and this communicates the artistry and philosophy of the tattooists, rather than the usual, dark portrayal that a lot of people still have about those who are inked. I love the basic colour palette, the type-face and the minimal but clear imagery.


If Tattoo.pl were a London based studio, just by their visual identity alone I would choose them over a website that looks like a 16-year-old built it at home for a web design school assignment. The clean, clinical style embodies fashion, professionalism and the artistic individuality of tattoo art. These are all important aspects of tattoos, which are often overlooked due to negative opinions (somehow still) surrounding body art. Tattoo.pl have said that their “main aim is to popularise tattoo and body art through our activity and co-operation with the members of the tattoo subculture. The communication strategy designed by Minima clearly reflects our philosophy.”

It gets a thumbs-up from me!

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