Tag Archives: brand

McDonald’s Canada ad

It’s surprising what we might have missed during the pandemic. There’s the obvious stuff – hugs with friends and family, the chance to talk over travails and triumphs face to face – and then there’s the small moments that might have even been a bit annoying, but now they’re prevented, you want them back.

The spot is the latest in what appears to be a burgeoning trend in advertising of taking a musical theatre approach. Directed by Max Sherman, it certainly makes the most of the ridiculousness of turning an ad for fries into a power ballad.

Agency: Cossette
Director: Max Sherman
Production Company: OPC


There’s been a huge boom in demand for products that are kind to both our bodies and the planet in recent years. The vegan cosmetic industry is expected to be worth a whopping $21.4 billion by 2027, according to a recent report by Marketglass, while refillable packaging services such as Loop are fast becoming the poster children for zero-waste packaging.

Packaging as sweet as it gets

If you’ve never had the pleasure of tasting a Brookie, a brownie, and a cookie in one, you’re severely missing out. Biting into one is like biting into a piece of heaven.

The pillowy texture and the rich nostalgic flavors make for the perfect sweet treat. With branding and packaging designed by Blank Design Studio, Brookies, the Brazil-based sweets and coffee shop has created an irresistible identity system. The vibrant color palette paired with the 1950s-inspired illustrations and typeface makes for a sweet escape.

Through the positioning strategy, we identify territories and differentials to explore in the minds of already fanatical Brookies customers. The good and warm nostalgia. Guided by this concept, a vibrant color palette and the “baking good times” tagline, we created an authentic, global, urban, fun platform with a touch of acid humor brought by its new symbol, inspired by the 1950s cartoons that explored an atmosphere of cunning and malice through their exaggerated and flashy expressions. A project as delicious as the best cookies in town.

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Toronto Time campaign

The bleak but powerful message was created by Toronto agency Berners Bowie Lee for the Toronto Association of Business Improvement Areas (TABIA), and aims to remind those dwelling in the city that shopping local could mean the difference between life or death for many independent businesses.
Toronto has had some of the strictest and longest-running lockdowns in North America, with gyms closed and indoor dining in restaurants banned since October 9. Non-essential retail stores have been restricted to curbside pick up only, while hairdressers and barbers have been shut down since November 23.
As the city slowly begins an easing of restrictions, Buy Toronto Time hopes to remind people to take action to help local businesses.

Agency: Berners Bowie Lee
Co-founders/Creative Directors: Devon Williamson, Michael Murray
Production Company: Untitled Films
Director/DOP: Jesse Louttit

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’.

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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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.

Vegan skincare brand

Scottish vegan skincare is a genuine thing! With bold typography and the warmed fuzzies of the gradient, this brand designed by Too Gallus will give you a sentimental kick in the face every morning.

Too Gallus was enlisted to bring to life the brand identity in a way the reflected its bold and playful approach. With an audience of skin-care savvy Gen-xers it was essential that the product come to market swinging and instantly stood out as a name to watch in the beauty and skincare industry. The brand had to be exciting, and fun yet still carry its self with all of the weight and authority of a major player. We were conscious not to make the brand to novel and were aware that all through the process although the aim was to target a younger audience that the professionalism of the brand must never be lost.

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When it came to packaging we knew we had hard competition in the current world of beauty and cosmetics, we needed to craft a product that not only had shelf appeal but was fun and interesting to receive when posted out through director to consumer commerce. We opted for a material focused approach. crafting holographic foil box outers with an embossed white gloss finish, channelling early y2k aesthetic. Our research presented us with futuristic materials, fun bold type and an ever shifting colour palette. paired with a minimal inner containers – using a screen printed logo type on the glassware. The result was a stunning, tactile product which harks older generations back to their formative years and serves Gen-X that tough of 2000s culture they love so much.

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Honne brand

Honne Wellness reached out to Matilda Wilson Creative to take the reins on all things branding. Focusing predominantly on web design, since e-commerce was the brand’s platform, Matilda Wilson Creative cultivated the brand identity so that every detail was cohesive and straightforward. This allows for trust to be built in the brand, as well as minimal, yet intentional elements to be incorporated. The labeling and packaging was designed with that same notion in mind; hence, the typewriter font and the aesthetically pleasing photographs included in the design work. Muted and neutral tones set the scene for the brand to put the main spotlight on the nature of the organic ingredients.

Honne Wellness is wellness in synergy, with alchemy. The products are designed by our team of naturopaths and nutritionists, taking a holistic approach to our unique needs as women. Derived from whole food sources, we use absolutely no synthetic ingredients, preservatives, fillers, or additives. 

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Honne’s e-commerce focus meant that their user experience and web design was pivotal to the brands success. Through strong copy, professionally-shot content, and a digital strategy that effectively paired key messaging and brand transparency with clear call-to-action, we were able to communicate to audiences without overwhelming them or straying away from the brand’s style.

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The Skuratov Coffee

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White Russian Studio had their fun when creating the brand identity for Skuratov Coffee Roasters. Defying any and all stereotypes behind coffee, they aimed to package and design the labels so that anybody that happens upon it on a shelf has no choice but to take a second glance.

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The idea behind our branding for Skuratov Coffee Roasters was to make it more clear and defined, giving it a chance to cut through all the noise and perceptions that come with traditional coffee roasters and cafes today. 

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