From the early days of heavy duty vehicles to becoming one of the world’s most trusted construction brands, Caterpillar has built its brand from dirt and metal, innovation and the colour yellow. How has its brand evol...
Articles
Opinion: The art of FMCG brand architecture
Just like its more widely understood sibling – physical architecture – brand architecture is all about making things work. It’s about helping our brains to rapidly decode brands and products. And it’s about using desi...
Havana Club reflects Cuban culture in new label
Following a trend that has been flourishing in the gin industry, where companies reinvent their visual identities in order to stay current and relevant, the rum industry may be taking a step in the same direction....
IT organisation puts purpose at the heart of its brand
At the heart of every successful organisation, the key ingredient that keeps everyone focused and unified is purpose. Recently, this realisation has led companies to take determined steps towards building brand identi...
Rebrand captures the spirit of Palmers 44 Dry Gin
Gin has had a resurgence in popularity lately, meaning competition has increased, making it harder to stand out. For companies to stay relevant, it is necessary to reinvent themselves and rely on their brand’s herita...
Place branding: Estonia
Shrugging off the legacy of the Soviet Union, Estonia is leading the way among Baltic states toward crafting a new identity for itself. Amy Sandys reports on its approach to nation branding...
Coca-Cola launches dairy alternative drink and packaging
The ability to adapt is vital for a company’s survival, regardless of the field of business. Following the recently applied sugar tax and the expected subsequent drop in the consumption of soft drinks in the EU, Coca-...
Insights: Sound, a brand experience superglue
At the Transform Awards MENA 2018, the best in rebranding and brand development was celebrated. Massive music is one of this year's sponsors There is something ex...
#TransformTuesday: 29 May
Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays...
Russian Opera and Ballet Theatre achieves global recognition with rebrand
The Ekaterinburg Opera and Ballet Theatre has a 106-year history as it is one of the oldest opera theatres in Russia. Located in Ekaterinburg and housed in an elaborate theatre of baroque aesthetic, the theatre hosts...