The Brand Identity

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Every day, our inbox overflows with interesting and inspiring projects from all over the world. To make sure more of them receive the attention they deserve, we have THE INBOX, a collection of five of the best projects, every week. If you are interested in sending us your work, download our submission guidelines from our Information page.

Renowned paper producer Fedrigoni have undergone a facelift courtesy of multinational design studio Pentagram, under partner Harry Pearce, further developing the work of London-based design studio Graphic Thought Facility, who redrew Aldo Novarese’s 1968 typeface Forma for the company’s Paper Box. Recognising the success of Graphic Thought Facility’s brand update, from its confidence and impact to the reference of Fedrigoni’s Italian heritage, Pentagram further developed a bespoke version of Forma – this time customising David Jonathan Ross’ modern interpretation, Forma DJR. Used in two weights, the typeface has become the hero of the brand, boldly emblazoned across printed matter and digital spaces.

London-based design studio DixonBaxi have gone big with their rebrand of North American streaming service Hulu, unifying all arms of the company to create a cohesive platform for their millions of subscribers – proudly referred to as ‘One Hulu.’ Working with a series of global design principles to develop the identity, advertising and strategy, DixonBaxi have crafted a warm and phenomenally comprehensive brand, whilst ‘doubling down’ on Hulu’s distinctive green hue.

Bruno Arizio’s London and São Paulo-based practice Studio—BA have developed the identity and e-commerce platform for Garoa, a natural skincare brand that uses a combination of sustainable ingredients from Scotland and the Amazon. To represent the brand’s seasonal, environmentally conscious and inclusive values, Studio—BA embraced a feeling of calm in their design; leaning on the sophisticated quirk of Pangram Pangram Foundry’s serif Editorial New for their primary typeface choice. Despite possessing plenty of personality, the typeface intentionally plays second fiddle to the brand’s photography, which sees models of various ethnicities representing as many skin types as possible.

Brasserie Diagonale is an independent micro-brewery located in the French commune of Broussy-le-Grand with a lively identity and packaging system designed by Paris and Toulouse-based studio Brand Brothers. Realised at the end of 2020, the studio developed an extensive typographic and symbolic visual language inspired by the original Dingbats; providing the brand with an energetic, customisable backbone. The seemingly bottomless collection of symbols are combined in an endless array of colourful combinations across the brewery’s beer cans, posters and print collateral; and informed the custom, wild west-esque typeface that appears as the brand’s logomark.

Established in 2015 by ‘award-winning perfectionist’ Martin Brudnizki and long-term friend Nicholas Jeanes after prospering together at the former’s eponymous interior design studio, And Objects is a London-based furniture and lighting studio operating at the intersection of functionality and aesthetics. Since launching, the duo have successfully launched everything from coffee tables and chairs to diffusers and table lamps while also working closely with brands on collaborative collections. Designed by branding agency and fellow Londoners A New Kind of Kick, And Objects’ identity predominantly allows their products to do the talking; with complementary colours adding character alongside typographic subtleties.

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