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.

Wilder Fields, formerly Backyard Fresh Farms, is a technology-focused food company producing tasty and sustainable produce for local communities. Their rebrand from Chicago-based agency One Design Company goes against the existing competition, whose aesthetic is saturated with budding illustrations and rough-and-ready typography, instead focusing on precision and luxury. With a colour palette rich in natural hues and an elegant, elaborate wordmark set in VJ-TYPE’s Voyage – thriving with the implementation of customised ligatures – Wilder Fields positions itself as an affluent and sustainable leader in their market.

Lisbon-based design studio How & How have worked with UserZoom on a reconstruction and reposition of their brand, with the technology company hoping to be the leading name in UX research solutions. With a focus on their existing owl mascot Zooie, How & How’s research indicated that Zooie just wasn’t cutting it. Having been given a facelift, alongside an updated visual language which utilises the kind tone of their chosen typeface Recoleta, the rebrand is a fresh start that kept the subtlety and familiarity of its predecessor with a bright new vigour.

London-based design agency Praline worked with Mayfair Art Weekend on the identity for the 2020 instalment of their annual celebration of the galleries and art spaces around London’s Mayfair district; consisting of free exhibitions, events and performances. With 2020’s theme being ‘celebration and creativity,’ Praline developed a literally explorative concept that levers off the innate playfulness of maps and the twisting paths and wild directions they can lead – injecting a vibrant energy in the form of a neon green hue they have labelled ‘Mayfair Green.’ In creating overlapped and intersected shapes, emulating celebratory streamers, the resulting aesthetic is exciting, vibrant and hard to miss.

A 35,000 square metre space in the centre of Brussels devoted to culture, KANAL Centre Pompidou hosts an annual programme of exhibitions that mix visual arts, design, architecture, performances and major installations. Inspired by its locations original use as a former Citroën factory, as well as a combination of artistic expressions, locally-based creative agency Coast devised an identity system for KANAL that feels as cultural as it does industrial. With a custom sans serif named KANAL BORDERS at its core, the resulting visual language utilises overlapping shapes and text to successfully convey the partnerships between the artists, exhibits and the centre itself.

Staying in Brussels, These Selves is an exhibition at open artistic laboratory Pilar existing as part of their semi-annual Pilar Asap festival. With work from artists including Loulou João, Clara-Lane Lens, Stef Van Looveren, Lore Stessel and STRIPPER ANGEL aka DOLLY BING BING, the exhibition investigates what identity means today. These Selves’ visual identity and booklet, both created by Belgian designers Corbin Mahieu and Lennart Van den Bossche, utilises Max Bill’s Bill typeface from 1950 to visualise a combination of history and a “rebellious and punky approach for the youth.”

Decade’s identity for...

How & How’s identity...