Monthly Archives: February 2022

&Smith creates a “creative, curious, happy” identity

GuestHouse’s identity revolves around a striking wordmark, rendered in a retro-inflected serif with the kind of flourishy ball terminals that suggest that the era of the geometric sans serif is finally winding down.

This forms the umbrella branding for the hospitality group, which plans to create a unique sub-logo and palette for each of its hotel openings. So far, GuestHouse has opened two hotels – one in Bath and one in York. A seafront location in Brighton is set to follow in the new year.

&Smith has applied the branding across some of the business’s more unusual offerings, including cargo bikes that help bring guests’ luggage from the station and in-room papers that offer hyper-local tips.

In an attempt to create a more homely kind of hotel experience, GuestHouse also offers a tipi in every room, on-site dog walkers and help-yourself pantries. The hotel brand plans to draw on local creative and craft talent to make hangers out of “regionally relevant” materials.

Coca Cola real magic

Described as the ‘hug’ logo, the new wraparound appearance of the identity was inspired by its positioning on packaging including cans and bottles. The new campaign was created by Wieden + Kennedy London with KnownUnknown, a global network of independent talent, brought in by Coke to craft the visual look, including all photography, animations and illustrations.

It is part of a wider launch by Coca-Cola of a new tagline, Real Magic, the first change for the brand in five years since the arrival of its Taste the Feeling tag in 2016. While it links to the brand’s most famous line, It’s the Real Thing, the new copy also aims to highlight the need to connect in troubled times.


This is perhaps a lot to ask from a soft drink, but the simple but striking new posters, combined with the bold use of upbeat illustration and photography makes the work stand out.

Alongside the print campaign there is also a TV spot, created by BETC London and directed by Daniel Wolfe, which stars three well-known gamers: DJ Alan Walker, Team Liquid’s Aerial Powers and Average Jonas.

Cult’s palate cleansing new identity

Designed by London-based studio Output, Cult’s new identity system nods to the wine sector with clever details, like the letterforms in the new wordmark. The curve of the C reflects the bowl of a wine glass, while the base and stem are contained within the negative space of the letter. The way that curves and cutaways have been applied in the wordmark is carried through subtly to the primary typeface, which has noticeable angular ink traps.

Illustration is central to the new visual language developed for Cult, putting a fresh and fun spin on wine investment, and wine more generally, where traditional luxury tropes might ordinarily be expected.

The team at Output acknowledge that the category is “marred by misconceptions” and that “it can feel complicated and intimidating – even a bit old school”, so they set out to help Cult “revolutionise the category and excite audiences through a new brand proposition, and an inspiring visual and verbal identity”.

SK-II colourful new packaging

Manchester creative agency Love was tasked with designing the concept, visual identity and packaging for the new limited-edition release by the skincare brand and its latest collaborator: The Andy Warhol Foundation.

Known for having an impressive assortment of ointments and lotions, Warhol had a unique point of view on beauty, which he expressed in statements such as, “If everyone isn’t beautiful, then no one is.”

The agency opted for a design aesthetic that tapped into another of the artist’s passions: broadcast media. He was at the vanguard of developments in television, for instance, even having his own MTV cable shows, and would regularly question the relationship between art and mass media.

Only Studio creates new branding for BIRI

The new logo from Only uses modern serif forms, which were chosen to “balance a feeling of historic permanence and enduring relevance, with the unique forms of the ‘I’s inspired by the Doric order that has influenced so much of the region’s architecture,” says Only co-founder and creative director, Matthew Tweddle.

A new marque was also created, which aims to form a “symbol of collaboration and connectedness”. This is formed from eight points, representative of the eight founding institutes, with a star shape created in the negative space. This references BIRI as a “leading light in arts, humanities and social sciences research,” says Only.



The new branding has helped to unite the leaders of the eight different institutes “behind a shared vision for the future”, according to Only. The studio adds: “Most significantly, the brand has inspired BIRI leadership to launch a joint bid to become a ‘Independent Research Organisation’, a move that if successful will enable the BIRI to compete with universities for research grant funding from the seven major research councils of the United Kingdom. A successful bid to become an ‘IRO’ would help to ensure the future of the Institutes for many years to come.”

Supplement based on Iodine

Medically related packaging is difficult as it’s hard to find the balance between approachable and trustworthy. Suprematika Branding Agency, however, has made the design look simple through their work for Iodine I2life. Through muted yet playful colors and straightforward typography, I2life’s packaging is polished yet friendly, ideal for a brand selling iodine supplements.

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All products are packed in bright, laconic packaging, where each element has its own color, which in a very simple form describes the composition of the product. The focus is on the iodine. It is consistently embedded in various style elements – mineral names or pictograms to visually demonstrate the effect of the product. Just as smoothly and easily, due to its structure, the drug is embedded in the human body.

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