Tag Archives: rebrand

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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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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Carluccio’s: Rebrand. It’s a no from me.

Creative consultancy Frontroom London worked with Carcluccio’s to rebrand the Italian restaurant, aiming to keep the millennials in mind.


‘Savour the little things’ is the idiology they went for, emphasising the dining experience and authenticity of the brand.  Jackie Davis (CD at Frontroom) has said that the graphic style and logo for Carluccio’s was previously old fashioned, and explains the design route for the rebrand:

We wanted to get back to simplicity. It’s not about serving food on wooden boards, or about being bashed over the head with hanging hams – it’s just about good food, good friends and good times, without sounding too cheesy.

I hate to be a party-pooper, but I hate it. It’s still old fashioned… I’m getting some serious ‘American Typewriter’ vibes here. It’s very shouty, and all-caps usually only works with a nice, slim, sans-serif typeface. Whilst I appreciate that the style was inspired by Italian architects such as Gio Ponti and Carlo Scarpa, I cannot see any link between the new creative direction and appealing to a younger audience. The font is outdated and so is the colour-scheme.

Don’t get me started on the illustrations.

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NatWest Rebrand

Consultancy FutureBrand has designed the new branding for NatWest. The logo is based on the original created in 1968, which I didn’t find particularly exciting… but the illustrations that come with the rebrand are great!


The creative direction has evolved really well with this rebrand, and they certainly visually stand out amongst their competitors. NatWest’s aim was to lend themselves to a younger audience, and the use of bright, bold graphic illustrations, typography and gifs is definitely on-trend.

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Spin rebrands Ministry of Sound



Someone posted this on LinkedIn and a user wrote “are you sure this isn’t a prank?”

It’s that bad.

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