#TransformTuesday: 21 March

Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays

Electric Ink

Leeds-based independent creative agency, Robot Food, has developed the branding for a new health and beauty care range targeted specifically at tattoo aftercare. Noticing a lack of available, attractive tattoo aftercare products, the entrepreneurial spirit of Robot Food led to the creation of all-new brand, Electric Ink. With the help of London-based artist, Tom Gilmour, the designs for Electric Ink were brought to life in a design style that blends technical excellence with desirability and a nod toward the subcultures of which tattooing is still very much a part. Simon Forster, creative director at Robot Food, says, “It was time to launch our own brand and put our money where our mouth is. As a self-assured challenger with a strong point of difference, Electric Ink is a great representation of us.”  

Hellmann's

Richard Hellmann started selling his eponymous mayonnaise from the New York deli in which he worked in 1913, almost a decade after first emigrating to the US from Germany. Although Hellmann passed away in 1971, his popular mayonnaise lives on; its deli beginnings are on what the updated Hellmann’s identity is based. Created by international brand agency, Design Bridge, the new design features a matte finish more in-keeping with Hellmann’s original packaging design. Despite its simplification, the famous blue Hellmann’s ribbon remains in a nod to the condiment’s beginnings and its 1913 founding date takes the place of its ‘Bring out the best’ tagline.

LEVEL

International Airlines Group (IAG), one of the world's largest airline groups, is the holding company for the Aer Lingus, British Airways, Iberia and Vueling brands. Last week, IAG announced the launch of LEVEL, a new budget airline positioned as a challenger brand and designed to fly long-haul distances. Global brand agency, Brand Union, led the LEVEL branding, strategy and implementation, the first flight for which is set to take off in June 2017. Alex Clegg, CEO of Brand Union London, says, “The team at IAG were really committed to doing something new and different. This is a brand for our times, a brand for people who collect experiences not things.”

Movistar

Leading telecommunications brand in Spain and Latin America, Movistar, has refreshed its brand visuals to position itself as a current and relevant mobile brand option. International brand consultancy Lambie-Nairn was chosen by Telefonica to design and implement the update to its Movistar brand. Tim Simmons, managing creative director Lambie-Nairn’s Madrid office, says, “…Its new colour palette [is] a refreshing change expressing more emotion and modernity, resonating in new digital environments with a rejuvenated energy and attitude… the new identity and all the resources that come with it provide Movistar with infinite possibilities when it comes to staying fresh and modern, providing brand relevancy in a constantly changing environment today and for the future."

Montréal Pride

This year marks the first for Montréal Pride, or Fierte Montréal, which will run from 10-20 August 2017. The event has released its updated logo and a visual identity to accompany its maiden launch and brand touchpoints. The red heart-esque design, a departure from the classic rainbow design usually associated with ‘Pride’ events, more closely aligns Pride with Montréal’s place identity – the city’s logo is comprised of the same red pattern. One of the main Montréal Pride brand touchpoints, its posters, applies the visual identity to iconic places in the city such as the George-Étienne Cartier monument.

SapientRazorfish

In 2016, France-based advertising and media relations company, Publicis Groupe, merged two of its digital agencies, SapientNitro and Razorfish. Publicis Groupe last week announced that, to consolidate the agency’s new direction, the newly-formed SapientRazorfish will focus on six key drivers: digital business strategy and innovation, customer experience, data and artificial intelligence, marketing modernisation, IT modernisation and commerce. The combined agency also boasts a new brand positioning, complete with updated visual identity and accompanying digital platform material.

Renewi

Independent UK-based management company, Shanks, has rebranded to be known as Renewi following a merger with its Dutch-owned competitor, Van Gansewinkel Groep B.V.. The merger and subsequent name change is expected to save the group €40m by its third year in operation. Shanks says the name ‘Renewi’ reflects the strong heritage of the two companies, as well as the group’s commitment to developing ‘high-quality secondary raw materials.’ Renewi will operate across the five Shanks divisions: Netherlands commercial, Belgium commercial, hazardous waste, monostreams and municipal (UK and Canada).