Tim Dove and Sarah Bonnefoy, respectively the strategic director and senior brand strategist at New Zealand-based Re:Brand, argue the importance of adopting a good naming strategy to the success of a brand. They offer...
Transform
The metaverse is a game. Turning back climate change is not
Paul Domenet, partner and communications creative director at Free The Birds, questions the prioritisation of emerging technologies, such as Web3, over combating climate change....
Bombay Sapphire Special Edition rebrand honours iconic artist Jean-Michel Basquiat
London-based Knockout, which specialises in drinks and spirits brand design, sought to pay homage to Basquiat by showcasing his piece Untitled (L.A. Painting) on the brand’s new Special Edition bottle. Keeping in line...
How can brands use sound and music to better empathise with consumers?
David Courtier-Dutton is the CEO at British sonic branding testing company SoundOut. He makes the case here that music is the best way for a brand to lift people’s spirits in difficult times....
British agency Robot Food redesigns pet care brand YuMOVE
Attempting to position the brand towards a new breed of ‘pet parenting’ owners, Leeds-based Robot Food’s global rebrand work involved designing a brand architecture to bring all products under the YuMOVE name. The age...
Hospitality branding: current trends and how branding can lead to venue success
Naomi Ross, director at Sydney-based social media, marketing and design agency Distil, discusses how branding might be one of the ways companies within the hospitality sector can stand out from competitors and garner...
How Primark is tapping into consumer sentiment to win this Christmas
Stephen Ardern, managing director at British brand agency Continuous, discusses his company’s latest project with Primark, and how the work was informed by the UK’s economic woes....
Is your DTC brand recession-ready?
With the US economy enduring a tricky spell, partner and creative director at Big Day, Peter Sayn-Wittgenstein, describes how DTC brands can make the most of these difficult times....
Leading Chinese healthcare spirit brand redesigned by JDO
The global brand design agency attempted to utilise precision, reverence and artistry when reimagining Jing Healthcare No. 1’s identity in order to appeal to an ‘elite’ audience of health-conscious consumers. JDO craf...
The golden age of packaging is in the digital age
Philip Hwang is head of strategy, APAC at global brand experience agency SGK. He argues that digital commerce has given packaging more—not less—freedom to stand out than ever before. And that great marketers know how...
