Brand New

Mea Pulpa — In July, Tropicana introduced a new plastic bottle with a more “normal” contour for easier pouring and a cap with less plastic. You would think this would please people in this day and age with its more conscientious use of materials but, apparently, the old bottle, with its more dramatic contour and big-ass cap, had a sway with consumers who have been very clear they do not like the new bottle: According to sales data by market research firm Circana, Tropicana sales decreased first by 8.3% in July, followed by a drop to 10.9% in August, and bottoming out at 19% less sales by October in comparison to the year prior. It didn’t help that the new bottle holds 6 ounces less and that, although Tropicana suggested that retailers drop the price by 70 cents, some have stuck to the old price.? ? ???? FROM BRAND NEW Tropicana really just has a knack for angering its clientele.? — #linked #branding #identity #2024 #brandnewbyucllc #news #juice #packaging #retail #consumerproducts #sustainability #shape #pricing #decresedsales Link: https://lnkd.in/gp2MDsan

Keep Calm and Fusion ? New Logo and Identity for STEPtoFusion by Among Equals — ???? ABOUT THE CLIENT (Est. 2024) “STEP (Spherical Tokamak for Energy Production) is a government-funded industry partnership programme, designed to scale a consistent fusion energy supply. Sponsored by the Department for Energy and Net Zero, it’s part of the Government’s Major Projects Portfolio — and the UK’s flagship fusion programme. Based at a site in West Burton, STEP was established by the UK Atomic Energy Authority (UKAEA) — but will ultimately be delivered by the wholly owned subsidiary, UK Industrial Fusion Solutions Ltd (UKIFS). Our vision is clear: a world in which fusion energy powers everyday life — for everyone, everywhere. We’re targeting first operations for 2040. Although STEP is currently 100% Government funded, UKIFS — as a private company limited by shares set up by the Government — will establish and lead a public and private alliance to deliver the programme. This will provide an opportunity for future private investment.” ? ?? FROM AMONG EQUALS “The visual identity defies typical energy brand conventions, using gradients and a vibrant palette of pink, lilac, and dark blue to symbolise fusion, plasma, and space. The bold, all-caps STEP wordmark pairs with an emblem evoking the tokamak – a machine that generates fusion energy. The emblem, an abstract ‘S’ with graphic waves and a central star, underscores STEP’s ambition and nods to fusion science.” ? ???? BRAND NEW’S REACTION The applications have a vibrant presence thanks to the color palette but the typesetting is literally all over the place, going from tightly tracked to enormously spaced and the blocks of longer text feel unnecessarily busy. Overall, this is literally energetic and in that sense it is quite appropriate but it also needs some harnessing into something more cohesive. — #noted #branding #identity #2024 #brandnewbyucllc #new #goverment #flaredsansserif #icon #magenta #star #uk Link: https://lnkd.in/gcWaVgVd

Cuatro de Mayo ? New Logo and Packaging for Ayoh Foods by CENTER — ???? ABOUT THE CLIENT Launched last week, Ayoh is a new brand of mayonnaise created by Molly Baz, a former senior food editor at Bon Appétit turned food personality, cookbook author, podcast host, all-around champion of food, and, appropriately, sandwich-lover — for a brief period she once hosted a podcast called The Sandwich Universe. Ayoh is described as “mayo with a POV” and as being “Packed with texture, flavor, bits and bobs” to deliver four flavors: Original Mayo, Dill Pickle Mayo, Tangy Dijonayo, and Hot Giardinayo. Packaged in 12-ounce, squeezable bottles the mayos use cage-free, non-GMO eggs; non-GMO high oleic sunflower oil; and no artificial colors or flavors. ? ?? FROM CENTER “We worked with Molly to craft a design system that pays homage to the sandwich shops, delis and diners that gave birth to the quintessentially American go-anywhere food. Inspired by menu-boards and vintage ephemera, it celebrates the legacy of the places and recipes passed down through generations.” ? ???? BRAND NEW’S REACTION Overall, a highly satisfying, sandwich-celebrating, feel-good brand to make mayo more exciting and enticing, cementing its role as the cornerstone of a good sandwich. Sincerely, a mayo lover. — #reviewed #branding #identity #2024 #brandnewbyucllc #new #consumerproducts #colorful #dropshadow #illustration #packaging #yogurt #consumerproducts #alectear #packaging #photography #script Link: https://lnkd.in/gYH6nyn2

Roll the Credits — In another great article, It's Nice That's Elizabeth Goodspeed wades through the complexities of who gets credit for what and who owes credit to whom in cases where an identity goes through a significant evolution but retains some of the elements that were already in play.? — #linked #branding #identity #2024 #brandnewbyucllc #interesting #article #credit #creditallocation Link: https://lnkd.in/grYnR_GK

One Giant Sleep for Mankind ? New Logo, Identity, and Packaging for Cuddle Sleep Health by EarthlingStudio — ???? ABOUT THE CLIENT (Est. 2024) “We created Cuddle to put restful nightly sleep in your hands, tonight and every night, so you can experience remarkable sleep health for the long term, with science by your side. Cuddle’s Sleep+ Formula? brings together 11 science-backed natural ingredients, working in harmony with your body’s rhythms to help you relax, restore, replenish and rebalance. The world is waking up to the need for quality sleep. The transformative kind. Sleep that brings you a feeling of deep rest and rejuvenation. Restores your body and mind. And repairs your cells – inside and out. Sleep is a potent natural elixir that can often feel out of reach.” ? ?? FROM EARTHLING STUDIO “With the formula in place the team turned to Earthling Studio to disrupt the already crowded sleep supplement space with an identity that married the credibility and scientific rigour of the formula with an elevated lifestyle aesthetic that would fit seamlessly into consumers nightly wind down routines. Health is after all, the new wealth. The team collectively defined Cuddle’s mission to prioritize sleep health for all by placing science at the centre, ensuring everyone experiences the benefits of remarkable sleep.” ? ???? BRAND NEW’S REACTION Overall, in a market drenched in sleep supplement solutions, Cuddle stands out for its sharpness and its ability to look scientific without it looking or sounding — the copywriting is excellent, by the way — like you are just taking high-end NyQuil full of chemicals as many other science-backed sleep pills are. — #noted #branding #identity #2024 #brandnewbyucllc #beforeandafter #consumerproducts #blue #flaredsansserif #packaging #robclarke Link: https://lnkd.in/g33gzpUz

A Cult Above the Rest ? New Logo, Identity, and Packaging for The Coconut Cult by &Walsh — ???? ABOUT THE CLIENT Established in 2016, The Coconut Cult is a brand of super-live coconut yogurt and coconut gelato that contain billions of active human-strain probiotics in every serving thanks to a blend of 16 strains of probiotics packaged in glass jars to avoid pasteurization after fermentation and allow the bacteria to thrive. Founded by Noah Simon-Waddell who began experimenting with home-made yogurt and probiotics for his own health concerns, The Coconut Cult has literally grown a cult following thanks to its taste, texture, and authentic personality (that, engagingly, leans weird) — it also helps that it’s available in every Whole Foods in the country. While the product looks like you could eat the full jar in one sitting, the recommended dose is only two tablespoons which provides a whopping 50 billion CFU so unless you want to spend the rest of eternity pooping, heed the serving size.? ? ?? FROM &WALSH “Prior to the rebrand Coconut Cult used a changing wordmark and graphic system, while very playful and true to their creative nature, made brand consistency a challenge. As they were expanding their product line, they came to us to solve on this issue. Our goal with the rebrand was to preserve their playful essence within a more unified brand system.” ? ???? BRAND NEW’S REACTION Overall, this is vibrant, playful, and eccentric which is in line with the founder’s own personality and the vibes that the brand has been putting out for the past seven, eight years all while delivering a packaging that can better compete with the increasingly cool packaging of niché brands like The Coconut Cult. — #reviewed #branding #identity #2024 #brandnewbyucllc #beforeandafter #consumerproducts #colorful #dropshadow #illustration #packaging #yogurt Link: https://lnkd.in/gXpHYwWZ

Yelloh says Goodbye — Yelloh a direct-to-consumer frozen food delivery company has announced its closing after 72 years in business. Founded in 1952 and better known by its previous name, Schwan’s Home Delivery, the company hit a high note in the 1970s and ’80s by delivering ice cream to rural areas of the U.S. in their signature yellow trucks. Part of why this is on Brand New is because most of the news stories cite their rebranding to Yelloh in 2022 and abandoning the equity of their name as one of the main reasons the company struggled but, more likely, the rise of home delivery services like Instacart, Uber Eats, and Doordash that were faster, cheaper, and had more options was the real culprit.? ? ???? FROM BRAND NEW If you have a New York Times subscription or have a free article left, they have an excellent in-depth article about the legacy of the brand. Otherwise, at the link is a free story.? — #linked #branding #identity #2024 #brandnewbyucllc #news #consumerproducts #icecream #delivery #directtoconsumer #legacy #rename #rebrand #yellow Link: https://lnkd.in/gyn37jbu

A Case FOR the Mondays ? New Logo and Identity for Workday by Koto — ???? ABOUT THE CLIENT (Est. 2005) “Workday is a leading enterprise platform that helps organizations manage their most important assets – their people and money. The Workday platform is built with AI at the core to help customers elevate people, supercharge work, and move their business forever forward. Workday is used by more than 10,500 organizations around the world and across industries – from medium-sized businesses to more than 60% of the Fortune 500.” ? ?? FROM KOTO “Rather than starting from scratch, we focused on refining and elevating Workday’s iconic sunrise, while modernizing the type. The redrawn logo strikes the perfect balance, elevating Workday’s strength as an industry leader, while elevating its lighthearted, people-first approach. The soft, arching curves in the logotype bring warmth and approachability, reflecting Workday’s commitment to human connection, alongside technical precision.” ? ???? BRAND NEW’S REACTION Overall, this has a very clearly defined B2B aesthetic aimed at the corporate world but it also manages to exude enough warmth to not make it all just about the bottom line. — #noted #branding #identity #2024 #brandnewbyucllc #beforeandafter #software #evolution #gradients Link: https://lnkd.in/g4rbHXby

More than Meets the Eye ? New Logo and Identity for KATSEYE by HuskyFox — ???? ABOUT THE CLIENT Formed in 2023, KATSEYE is a girl band styled after K-Pop superstars (but not officially a K-Pop group). The band is the result of the 2023 reality show broadcast on social media, Dream Academy, created in partnership between American label Geffen Records and South Korean HYBE Entertainment (masterminds behind BTS), that brought together 20 contestants from around the world — more than 120,000 tried out — with the purpose of finding six to form a new group. The show consisted of a crash course in the rigorous K-pop trainee system where people train intensely in everything from vocals to dance and foreign languages followed by three rounds with “missions” that tested contestants on their dance and vocal abilities as well as their teamwork and performance skills. The winners — Sophia Laforteza, Lara Rajagopalan, Yoonchae Jeong, Megan Skiendiel, Daniela Avanzini, and Manon Bannerman, representing the Philippines, South Korea, Switzerland, and the United States — were announced in November 2023. (A documentary on Netflix chronicles the process.)? ? ?? FROM HUSKYFOX “The ever-changing symbol of KATSEYE is a reinterpretation of the cat’s eye gemstone. With the dual structure of a solid exterior and fluid interior, the Symbol metaphorically conveys the members’ boundless possibilities. The Symbol extends into an individual ‘DREAM CHARM,’ representing each member’s dreams and individuality, and further enriches the group’s identity with shifting gradient colors. The fluid, light-smeared materiality of the Logotype illustrates the members’ seamless integration and ability to achieve all they envision. Aligned with the identity design, we created KATSEYE’s first album, ‘SIS’, embodying their diversity and dreams.” ? ???? BRAND NEW’S REACTION Overall, this is a very ambitious, different, and flexible identity that doesn’t go for any low-hanging fruit at any point and even though I am not the target audience by any stretch of the imagination, I think this is all fantastic. — #reviewed #branding #identity #2024 #brandnewbyucllc #beforeandafter #entertainment #3D #icon #ligature #music Link: https://lnkd.in/gNruAhmw

Name-dropping — If you don’t yet follow Koto's newsletter, OFF Brand, the latest edition covering their approach to naming is a perfect opportunity to get acquainted with it as they go in-depth on the challenges of coming up with a name, share ideas for how to come up with one, and offer advice on how to select THE one. Spoiler: THE one is probably already taken.? — #linked #branding #identity #2024 #brandnewbyucllc #interesting #newsletter #naming #challenges #ideas Link: https://lnkd.in/g7X4uxwB