• Transform magazine
  • March 23, 2018



Danone rebrand communicates sustainability goals


The Danone Manifesto states, “We carry forward our mission to bring health through food to as many people as possible and our dual project for business success and social progress, while reflecting our values of humanism, ope...

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Best thing since sliced bread


Since its inception in 1989, Kingsmill bread has relied on its all-cap logo splayed across a blue background. The logo has evolved over time, losing a crown and gaining a sun along the way. But in the past 18 months, the bran...

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Peer perspectives: Ahold Delhaize


In July 2016, the $29bn merger of Ahold and Delhaize was signalled by the introduction of a new visual and corporate identity by FutureBrand. David Martin, Food retail and grocery sector brand expert and co-founder of M World...

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Opinion: What makes brand extensions succeed?


Brand extension has evolved dramatically in the past twenty years or so. Back then, there was a fairly gentle expansion of FMCG goods into adjacent product categories – Mars ice cream bars made huge news in 1988. Now extensio...

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Scanning the shelves


Competitive pricing is no longer the only value own brands add to retailers. They can build reputation, loyalty and sales, but their design and management requires a considered approach and careful research into audience and...

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Opinion: How can brands choose the best product names?

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A brand name is the cornerstone of its positioning, the hook on which to hang its unique proposition and the definition of the brand’s distinctive tone of voice. It performs a ra...

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London type foundry @Fontsmith introduces innovative adaptive type system, FS Industrie, designed around five diffe… https://t.co/R8jDy2xE3A
The reopening of Campbeltown's third distillery sees the once-thriving #whisky capital of Scotland officially decla… https://t.co/BL5zrbtagi
Pharamceutical company @hikmapharma has revealed a rebrand and new slogan, ‘Better Health. Within Reach. Every day.… https://t.co/NlT3OB6LPE