Transforming tradition
A strategy of increasing the brands’ relevance to a more youthful consumer could not rely on an identity that had not evolved for 30 years. By retaining proprietary values and updating certain iconography, the new brand embraced both the progressive and the classic for a powerful statement. *
The Olympics of design
One of only five design firms selected to create graphics for the Atlanta Olympics centenary, we at Primo Angeli Inc. San Francisco designed the 'look of the games.' The South’s communal art of quilting and its lush landscape were used as the unifying design structure for the graphics and uniforms. *
A revised logo with freshness at its centre
The new owners of the Australian Egg Company required a refreshing upgrade to an established but dated brand, one that reflected the natural goodness and unprocessed nature of a product straight from the farm.
A smart, contemporary brand
A clean, smart, updated brand, utilising a simple typeface with a slight eccentricity uniting the two names, elevated the brand into a new contemporary level. In combination with the overall packaging graphics, the quality of the brand reflects the premium quality of chocolates inside.
A rebrand for after dinner or anytime
A proposed re-branding and re-positioning of confectionary wholesaler, After Dinner Mint Co., envisioned a more contemporary look for this long-established brand. A playful ‘crescent moon’ bite out of the company’s principal confection, reflected its origins, while the variety of confections and usage occasions was reinforced by the ‘anytime’ positioning.
Championship Auto Racing Teams says it all
In a break away from the 'Indy' motor racing teams, CART needed a distinctive corporate identity to differentiate itself. A simple and bold brand that would be easily recognised, and easy to use across numerous applications, was the appropriate solution. *
A new look for a trusted brand
A new product line launch presented the ideal opportunity to also revitalise and align the Sara Lee brand across all products. An evolutionary approach was taken to retain important equities while contemporising others to fulfil the strategy. *
No design explanation needed
The White Horse Hotel Group, Hakuba Japan, catering to winter sport enthusiasts, was in expansion mode. Firstly a nomenclature system was required that would accommodate three different hotels, while a simple, descriptive logo combining mountain and horse provided a strong visual solution.
A simple logotype set against complex flavours
Following on from the design for The Gourmet Nut Co. logotype, the same simplicity is applied to the Flavour Escapes product line extension. Ease of use across several flavours and applications was always key, thereby allowing for the all-important consistency in branding.