Typography
All Purpose’s identity for Two Tribes Brewing is resolutely ‘craft’, while also turning its back on all which that signifies
Founded in 2017 by veterans of London’s 1990s club scene, craft beer company Two Tribes is based at Tileyard in King’s Cross, where its brewery and taproom – dubbed Campfire – also function as a venue for music, food and all that other usual jazz you find in the sort of newish site that springs up all shiny and new...
Koto’s new branding for restaurant discovery app Franki feels lively, thoroughly human, and just the right amount of cute
Franki is an app for restaurants: people that like to visit them, and people who run them. Billed as a “social restaurant discovery and rewards platform”, Franki was founded by Austin, Texas-based Eugene Varricchio and Nick Bennett in 2020 (obviously not the best year for dining out, by any stretch), before expanding more broadly the following year. The platform itself...
JKR’s Tropical Smoothie Cafe rebrand is deliciously on the nose, and all the better for it
“If it ain’t broke, don’t fix it” is a phrase bandied about a fair bit across all facets of existence, but in some cases, that sentiment really does make sense. Such is the case with the iconography of ‘tropical’: it’s bright, it’s bold; it’s perennially close to the edge of a big body of water (warm ocean, sparkly surfaced pool);...
Ragged Edge creates refreshingly wholesome identity for AI notepad Granola
Granola is a brand that’s certainly made itself known in recent months – at least to those using various lines on the London Underground. Indeed, there was a time when you could barely move for its ads; its assertions that Granola was ‘not for breakfast’. Those ads certainly caught my eye, then – especially in a sea of similar things...
Pentagram New York’s surprisingly joyful brand identity for Mozilla editorial platform Nothing Personal
If you’ve heard of Mozilla, it’s probably thanks to Firefox, the search engine perhaps most famous for its dedication to the more utopian ideals of the internet – things like remaining an independent company, making its software open source; and its promises to block trackers, offer a built-in VPN, put its users in control of AI, and never sell their...
Wedge’s Bastét toothpaste brand design makes absolutely no sense for its category – and perhaps that’s what makes it so utterly gorgeous
“Nano-hydroxyapatite” isn’t exactly memorable – it takes a few tries to even attempt to figure out how to say it, and I’d wager that there aren’t too many people who can tell you what on earth it is, beyond “some sort of chemical, probably?” One thing that is memorable, however, is the brand identity for Bastét – a new oral...
Mother Design gives psychic platform Keen a 90s New Age sensibility for the digital age – and it works beautifully
Arguably, we’re approaching a time that could be seen to be ‘post-woo-woo’ – as in, those things that have long been dismissed as daft; the preserve of silly women and charlatans and people whose lives revolve around cats and an unmistakable whiff of Nag Champa – are becoming increasingly acceptable. With the concept of ‘wellness’ now well and truly established...
Studio South merges rigour and ridiculousness in the best way possible in its superb identity for noodle joint Oodles
There’s so much to love about this identity – not least that it manages to make a noodle joint look like a perennially hip skate brand (yes, I am obviously talking about Supreme – all no-nonsense stocky black lettering on postbox red backgrounds). The identity in question is that for the delectably named Oodles – more on that moniker shortly...
Mucca makes New York supermarket company Fairway’s everyday essentials anything but basic
Founded in 1933, Fairway Market is an independent regional supermarket chain with stores across New York. The grocery retailer sells food and household goods, and over the past eight decades or so has built its reputation on an unusually broad selection of hard-to-find products and a distinctly New York character. As well as selling a number of different brands, Fairway...
Studio Blackburn’s new identity for folding bike icon Brompton cements the brand’s place in British engineering heritage
Pretty much the one and only memorable brand name when it comes to bikes you can fold up and carry around, Brompton – as its thoroughly British name might suggest – was founded in England in 1975 by engineer Andrew Ritchie, who developed the first prototype in his West London flat. The original Brompton bike design specifically looked to tackle...
Perky Bros puts restrained Southern hospitality before shouty branding in its identity for Tennessee resort Southall
Branding parlance often deifies qualities like ‘boldness’ – being ‘brave’, ‘zigging when others zag’, ‘disruption,’ and so on and so forth. Some projects, however, demand and deserve the absolute opposite; the sign of a good designer, perhaps, is to intuitively know which one is which. This is one such project. Southall is resort set across 325 acres just outside Franklin,...
Vans didn’t need reinventing – Accept & Proceed’s new brand identity understands that
I love my Vans almost literally to death: the little black, three-hole plimsolls are so well-loved that there are holes in both big toes, and on the right side, actual horizontal tears across the top. They’re sun-bleached to the point of almost unrecognition, holey as hell, ripped up and yet still, so unbelievably comfortable that I can’t bear to part...