Monthly Archives: April 2021

Otherway’s grocery branding

Groceries are sourced from a mix of wholesalers and local independent businesses, including bakers and butchers, and delivered in plastic-free bags. Currently the service is only available in London, although there’s talk of Weezy eventually expanding to other cities in the UK, and founders Alec Dent and Kristof Van Beveren have already raised millions in funding.

Otherway’s branding reflects Weezy’s ‘hyperlocal’ promise, using shapes that are reminiscent of the signs, labels and bags you’d find in an old-fashioned grocers. According to the studio, even the logo is a “nod towards handwritten sign writing”.

The branding will appear on a series of outdoor ads spread across London, which include some appreciably relatable bits of copy including (our fave): ‘Current mood: Châteauneuf Du Pape and Haribo’.

2026 Winter Olympics logo revealed

The logo, which features an angular version of a two and six, drawn in a single movement, was decided by a popular vote held online.

The logo is used in two different colourways – silver and mix of red, blue and green – to represent the Olympics and Paralympics Games respectively. The logo itself is created in one gesture, as the film below demonstrates. This does give it a sense of movement, though arguably also makes the numbers less legible.

“Milano Cortina 2026’s strategy for a people-centric Games builds on the belief that we are stronger together – evident in its engagement of the wider public in this decision-making process,” continues Essayah. “Its determination to make Italy fall in love with the Games and the world to fall in love with Italy has been evident throughout this global initiative. We’re certain this affection will continue to grow over the next five years, inspired by this unique emblem design.”

Even Superheroes need saving

The new ad, directed by George Hackforth-Jones for the charity Duty To Care, which provides mental health and wellbeing support to NHS workers, intends to remind people that ‘even superheroes need saving’.

We may have clapped for the carers and dubbed them superheroes, but, as this ad highlights, after over a year dealing directly with the ill and dying in the pandemic, they may be in dire need of more support themselves.

The charity Duty To Care was set up last March by a doctor’s wife and aims to provide immediate, free support to NHS workers struggling due to high pressure at work via online sessions with psychotherapists, CBT therapists, yoga, mindfulness, meditation, nutrition experts and personal trainers. 

To help raise awareness of the charity for those seeking support, as well as encourage donations, George Hackforth-Jones (who is a creative at ad agency AMV BBDO as well as a director) has created this film, which he hopes will highlight what NHS staff have experienced in the pandemic.

Writer/Director: George Hackforth-Jones
DOP: Chris Clarke
Editor: Quin Williams
Music by Deborah Williams 

Renault rebrand

Renault has introduced a flat, black-and-white interlocking symbol that harks back to the 70s.

Renault is the latest to join the bunch, overhauling its existing 3D diamond – which dates back to 1992 – in favour of a geometric symbol that’s somewhat reminiscent of the much-loved Woolmark logo (considered by some to be the best logo of all time).

The work (described by the brand as a ‘Renaulution’) was done in-house, and is clearly designed with digital usage in mind. In a video discussing the new logo, Gilles Vidal, Renault’s design director, discusses that it was important to keep the diamond shape, which has been in existence in one form or another since 1925, while bringing in “fresh and new values for the future”. That said, the logo bears some resemblance to the brand’s 1972 mark, which also featured a set of interlinked stripes.

“Now it made sense to again go back to flat design, which is a thing of our times, and yet give it movement through the interaction of two diamond shapes looping one into the other to create movement, interaction, complementarity,” says Vidal, who emphasises that the flat logo is better suited for websites, apps, smartphones and screens inside cars.

The first model with the updated logo will appear in 2022, and by 2024 all Renault cars will bear the new symbol.

Thai Food Packaging

Shrishti Vajpai developed the brand identity for Foodery, a fictive Thai food brand, for a project brief showcased during Design Week in Milan. The goal was to go against the grain, while also attributing elements of grid patterns and design cues. The clever use of cubes and grids to create words and images is both playful and minimalist. The predominantly black and white labels, contrasted by the colorful stickers with quirky slogans, is far from the conventional styles consistent with Thai food packaging. 

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The brief for this project was to develop special edition packaging for Thai food, specifically for the Design Week in Milan, to add value to a food delivery brand without a specific identity—Foodery. The aim was to enhance a simple food delivery system into an experience, using design as the theme. 

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Skincare Superhero brand

There’s something classic about the powder pink and sky blue combo that makes me instantly obsessed. Throw in the glistening silver, and we’ve got perfect packaging. The simplicity of the bottles paired with the punchy copy is also a duo worth loving. I know it’s terrible, but I often forget to wash my face; if this cleanser was on my countertop, I don’t think I’d ever skip my daily face scrub. It’s too lovely to resist.

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Moja Cooking Kits Are Black And White And Radiant All Over

There’s a particular power that comes with a black and white package design. It serves as a look of confidence as the design’s beauty isn’t distracted by color. Moja Cooking Kits are travel-sized tubes stoked full of flavors. Each spice’s label is designed with the flavor profile in mind, blending your taste and visual senses. From ginger’s wavy aesthetic to black pepper’s spotted look, if you’re ever in a pinch, this kit packs a punch.

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Together we wanted to express flavours in shape and texture and not confuse the packaging with dozens of colours associating blue for salt and red for chilli. The black paint illustrations directly depict the taste profile of each spice or herb. 

Sometimes we used the actual ingredient to express its contents. Pouring abstract lines of olive oil, playing with powdered paprika or making ink prints from whole spices like Black pepper or Cumin kernels.
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San Diego Zoo & Safari Park brand

Pentagram partner Michael Bierut has brought all of the organisation’s work under a single brand, which is now known as the San Diego Zoo Wildlife Alliance.

Today, the San Diego Zoo and San Diego Zoo Safari Park are two of the largest zoos in the world, and Rex the lion lives on in the form of the Rex’s Roar statue that greets visitors at its entrance.

Together, the zoo and safari park are home to more than 15,000 rare and endangered animals, are part of a non-profit conservation organisation that is committed to saving species worldwide, and boast one of the largest zoological membership associations in the world, with more than half a million members.

Last updated over a decade ago, the zoo’s previous identity treated its non-profit arm San Diego Zoo Global, the San Diego Zoo and the San Diego Zoo Safari Park as separate brands with their own visual systems.

Pentagram’s Michael Bierut and his team were briefed to create a new brand identity that could connect with the broadest audience possible – from the families who visit and support the zoo and safari park to the scientific community who contribute to its research.

Creating a new name for the zoo was the first step in a two-year collaboration between Pentagram and the parent organisation, which has been rebranded as the San Diego Zoo Wildlife Alliance (SDZWA).

The reimagined mark brings together three animals that are important to the history of the SDZWA: Rex the lion; a California condor, a species brought back from the brink of extinction in a signature achievement by the organisation; and a white rhino, which is currently undergoing one of most successful managed breeding programmes in the world.

Combined as part of one singular circular mark, the three individual animal images play with positive and negative space as a nod to the interdependence of all living things on the planet.

Continuing with this theme, the use of positive-negative space hints at the ongoing threat of extinction in a series of Saving Species Worldwide posters, which feature animal illustrations in silhouette.

The identity also extends to a system of sub-brands for the various components of the organisation, which are further differentiated by an animal-themed colour palette. This includes Habitat Green for the main alliance brand, along with Bumblebee Yellow, Macaw Red and Elephant Gray.

Otta rebrand

Founded in 2019 by Sam Franklin, Theo Margolius and Xav Kearney – all of whom previously worked at estate agency Nested – Otta offers a decidedly different take on the drudgery of job hunting.

Rather than displaying users long lists of jobs, it tailors recommendations according to what people are actually searching for – taking into account desired salary, size of company, industry and so on. Otta also offers extra details about companies actively recruiting including a profile, the amount of funding they’ve received, company values and benefits.

“We wanted these to be really bold, expressive and exaggerated, and have that sense of being warm, soft and enveloping but also bright and a bit lairy. We wanted to get people’s attention and send a signal that this was something that was the complete opposite of some of the other experiences.” Ragged Edge