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03 01 18
The most dramatic recent rebrand was the rebranding of Chobani. Chobani is a terrific example of a newer brand that clearly differentiated itself from the leaders, built trust with the consumer and quickly assumed a leadership position in the category. Wellness is also an obvious guiding force in the new packaging. While Chobani originally defined its identity on being organic and natural, it now was seeking to evoke those ideals in its new packaging, Folk art of the 1800s, hand- painted artwork and color palettes that come from nature became the primary inspiration, with a new serif font that’s softer and heavy on the lower-case letters. Natural ivories, tans, and browns predominate and, most noticeably, the fruit is rendered in a hand-painted style that actually celebrates the natural imperfections of fruit. Warm, friendly and accessible vs. clean and cold. Certainly, a first rate rethinking of the brand that should serve the company well for years to come.
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02 22 18
Identity for E-Commerce tool Wombat by GrandArmy.
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02 20 18
Kellyco@work | CEMUSA (graphic design, copywriting). Developed brand positioning for U.S. launch of barcelona-based outdoor media company highlighting company’s unique design-driven “street furniture” (bus shelters, kiosks, newsstands, electronic signs) and expansion in U.S. market. Developed and designed versatile sales kit which later extended to all company’s sales support materials. Sales presentation was instrumental in the company’s securing contract for New York’s street furniture program.
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02 12 18
The renowned German airline recently announced a rebranding to better leverage its strengths in a digital world. The classic Lufthansa livery has been updated with a tailfin featuring a white logo on a deep blue background, without the brand’s yellow accent around the symbol. The plane’s grey underbody has also been changed to white. Otherwise, blue reigns dominant with the orange/yellow taking a more subordinate role. The redesign, especially the livery refresh has received a lot of negative feedback. The absence of the yellow on the plane has prompted comments including, “bland and pointless”, “design belly flop” and “It opts for a corporate blue that comes straight out of a late capitalist nightmare.”. Most are focusing on the plane branding which admittedly is more conservative with no pop of color. The other limited potential application all seem smartly executed with yellow playing an important secondary color role. We side on the positive with this refresh. Given Lufthansa’s track record with first rate identity and marketing creative, the changes seem to be in line with the move to digital. Mourning the loss of Lufthansa yellow seems both premature and a bit silly. Strategic change can be a good thing…
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02 08 18
Identity for Blvd., a sound design and visual effects production studio by Flat Studio. Appreciate the classic and low-key design. Symbol is both intriguing and tasteful.
