#TransformTuesday: 24 May
Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays
The London branch of international brand design agency, Hornall Anderson, was charged with the redesign of British supermarket ASDA’s own label tea bag packaging. With current trends in the fruit tea sector focusing largely on the freshness and quality of ingredients, Hornall Anderson’s designs reflect components of the various teas. On the other hand, the packaging for ASDA’s black tea is designed in a more classic manner, rivalling even the most well-known tea brands. Speciality teas such as Assam and Ceylon, also a firm favourite in the British tea canon, have been afforded a more decadent and illustrative colour palette. Encompassing deep pinks and blues, the provenance of the speciality tea origins is of primary concern in this redesign.
The Brazilian government has recently been under pressure, following accusations of incumbent President, Dilma Rousseff, contravening budget laws. While Brazil is temporarily governed by interim president, Michel Temer, a new visual identity for the Governo do Brasil has been introduced. Elsinho Mouco is the designer behind the logo update – reportedly approved by Temer’s seven-year-old son, it is a departure from the previous iteration which at least reflected Brazil’s national colours. The faded blue backdrop and block, white typeface set to an angle communicates an air of 1990s telecommunications branding – although, like the current Brazilian government, this logo might only be temporary.
The Co-op is a historic British retail brand with roots tracing back to 1844, in Rochdale, UK – the company has always based its principles on fairness, equality and sharing. Its clover leaf logo, a design in place from 1968, became almost as famous as the brand itself – both distinctive, they stood out on a high street filled increasingly with retailers concerned primarily with generating profit. Perhaps this is why London-based design studio, North, ventured back to the co-operative’s roots for its visual identity update. Not only is the organisation ensuring it is ‘prudent with its member’s money’ by rolling out its brand implementation very slowly, it has also forgone its modern, more corporate brand lettering and returned to its clover leaf design. The teal colour palette is a classic reminder of the brand’s historic past.
Global brand strategy and design agency Spectrabrand has recently carried out the packaging redesign for the Munich branch of cosmetics label, Florian. Priding itself on natural ingredients and artisanal production methods, the brand targets the luxury end of the cosmetics market. Developing the previously pink typeface, and corresponding green and yellow flower crown design, into a sophisticated monochrome palette, the brand update extends across all Florian Munich’s products.
Market Pantry was launched in 2001 as one of US retail giant Target’s ten own brand ranges, which collectively earn the store $1bn revenue annually. A partnership between Target’s in-house design team, Target Creative, and the New York office of international brand design agency Pearlfisher, the redesign aims to reposition Market Pantry into a more sophisticated consumer choice. By adapting the previously simplistic and functional packaging to a design more fitting for the increasing popularity of own-brand choices, Market Pantry should become a more viable choice for the discerning consumer. Target has a good reputation for design; the red Market Pantry colour scheme is as impactful and consistent as its predecessor, while moving the own-brand into the modern era.
Willmott Dixon, one of the UK’s largest construction and property services companies, has recently merged its entire group residential activities together, under a new company brand. The visual identity of Willmott Residential, as it will be known, has been created by brand and communications agency, Designhouse. Taking inspiration from the overarching Willmott Dixon logo, the new visual identity has evolved into a shape comprised of geometric patterns. Its appeal to the residential consumer market is cemented through the use of soft, domestic colours and a rounded font, whose sans serif style contrasts well with the sharp diamond shapes of the new logo.
