Chase Design Group’s Top 20 of 2023
The brands that wowed us!
As 2023 draws to a close, we decided to look at some of the brands whose creativity and purpose truly impressed us this year. From established household names to rising stars, our list covers four key areas: Cool Collaborations, Awesome Artistry, Dynamic Debuts and Magnificent Makeovers.
Join us as we celebrate the brands that have grabbed attention, caused a stir, and created conversation (and a little envy) among the design community.
Cool Collaborations
2023 brought a fresh wave of colour and originality to the world of collaborations, and some brands were simply too cool for school. From unlikely pairings and naughty nods to royalty, to Christmas crisps and nuts with a cause—this year witnessed some partnerships and limited editions that turned top brands into a bold mashup of weirdness, humour and style which generated quite the PR buzz.
Blending KFC’s secret 11 herbs and spices with rum? This is exactly what the fried chicken giant and Bristol-based Dead Man’s Fingers did to celebrate National Rum Day. Their concoction combined unique flavour sensations with an eye-catching bottle design featuring the unmistakable mug of Colonel Sanders. Overall a (Dead Man’s) finger-lickin’ good collaboration.
Cleverly dubbed as the ‘Prince of Pales’, BrewDog launched this limited-edition beer in recognition of the coronation of King Charles III. We can’t resist a play on words, so were immediately drawn to the simple pack with ‘pun’chy gold lettering and fleurs de lys background patterning.
For the fourth year running, KP Nuts teamed up to raise awareness of testicular cancer and encourage the British public to check their nuts. This potentially life-saving partnership saw KP Nuts produce a quirkily designed limited edition ‘Pants Pack’, with 10p of sales from each pack going to the Movember foundation. The campaign resulted in a total donation of ￡50,000.
Could it be Ketchup? Mischievous art collaborative MSCHF and Rihanna’s Fenty Beauty asked just this when they partnered to produce a $25 box containing six ketchup packets that were either lip gloss or actual tomato flavoured goodness. The only way to find out which was which was to open the packet and give it a try...
To celebrate the return of its popular Holiday cans, Pringles released limited-edition cans with the spotlight falling on the new-look Mr. P and his bowtie. These vibrant cans featured the well-loved Pringles mascot in the guise of snowman, penguin, elf and, of course, Santa himself.
Awesome Artistry
Move over, bland tins and boring bottles—this year saw some brands turn their products into mini masterpieces, proving that sometimes, the outside is just as exciting as what’s inside. From eye-catching colours to designs that dance off the shelves, get ready to unwrap the magic as we delve into our top five picks of awesome artistry from 2023 that drove the most standout.
Combine a quirky yet sleek illustration style with elegant typography that is subtle yet strong and striking without detracting from the artistry, and what you’ve got are tins worth buying just for their beauty.
It would have been easy for M&S to create one overarching design for the whole range of their Marksologist cocktails, but instead each has its own stylistic character that represents the drinks history and flavour profiles. Typographic precision and craft has gone into each label, which are exquisitely adorned with foil, embossing and varnish on textured uncoated papers.
Since 2011, Rubies in the Rubble have used excess fruit and vegetables to create their delicious condiments. While their packaging refresh launched before 2023 it caught our eye during our recent team safari. The simple packaging idea is beautifully brought to life with a unique structural element –?a wrapped tactile label, meeting perfectly in the middle to complete the design. Shout out to production line precision for that one!
4. Navas
Contrasting Cornish geology-inspired patterns (a nod to the brand’s Cornish heritage) with contemporary colour palettes ensured that Navas’s botanical premium mixers stood out on an overcrowded drinks shelf. Their fresh brand identity was further bolstered through the use of a Romanesque logotype and a distinctive ‘N’-shaped asset for labelling.
5. Graza
With its cute illustrations and playful mix of serif typography styles, we think that Graza’s squeezy olive oil bottles have added a new clever level of ease to the category! Graza’s packaging brings fun and a touch of reckless ingenuity to a sector that is often a bit too serious and ‘refined’.
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Dynamic Debuts
Cover your eyes as we jump into the next category—these newcomers aren’t just here to play; they’re here to slay! From coffee and coconuts to influencer bars, chocolate and upcycled tubes, these five brands displayed design prowess that not only made a huge splash but also made our corneas do a happy dance in 2023.
Top of the Mornin’ coffee takes the saturated world of coffee and spins it on its caffeinated head. Their bright, colourful packaging with an endearing cartoonish feel ensures they effortlessly stand out against their competitor’s more muted tones.
Initially offering just natural coconut yoghurt, the Coconut Collab has recently expanded its range to include not only flavoured yogurts but also m!lk, cre&m, custard, ice-cre&m and kids’ smoothies. With consistent (and a little cheeky) design assets that drive recognition across the range, we feel this brand is one to watch as it boldly takes on the alternative food and beverage aisles.
3. Mr Beast
Mr Beast is a YouTuber who films daring stunts and challenges to raise money for give aways and charitable causes. The US influencer initially launched his chocolate bar range—under the Feastables brand—in the US and they arrived in the UK in 2023. We love the bold, chocolatey design and the addition of a Willy Wonka-esque ‘Mystery Ticket’.?
4. Fatso
On a mission to put the fun into dark chocolate, artisan brand Fatso blends a rebellious and humorous attitude with illustration work reminiscent of craft beer aesthetic. Each bar has its own theme and accompanying design, from ‘Nan’s Stash’ to ‘King’s Ransom’. The indulgent use of type styles and weights are blended perfectly and the pack is produced with embossing and foil that encourages an admiring stroke.
Named in deference to its upcycled packaging, Palmolive Up’s bioplastic tubes are made with sugarcane, creating 19% less CO2 emissions than a regular PE tube. And while the front of the tube is certainly eye-catching, it’s the back, with its simple illustrated explanation of the upcycling process, that stole our hearts.
Magnificent Makeovers
Say goodbye to the same old, and hello to the fabulously reinvented. For some brands, 2023 was a year for glow-ups and often it wasn’t just a facelift but a full-blown transformation party. These designs didn’t just catch our eye, they slapped us in the face (in a good way), driving both sales and visibility to new heights.
1. 7UP
7UP’s refreshed identity centres on the brand’s concept of “UPliftment”—providing a refreshing escape from life’s routine. The vibrant design features the iconic green base adorned with lively citrus splashes. Enhanced with dynamic drop shadows, the packaging maintains key elements, like the modernised red spot. The simplified design incorporates contemporary shapes resembling lemon and lime wedges and playful bubble-like circles.
Pizza Express’s redesign retains the brand’s identity and visibility but pushes the boundaries a bit with the new and daring full bleed design. Illustrations are considered and elegantly crafted. This revamped look embodies a perfect blend of familiarity and creativity, enticing customers with a visually captivating and sensorial journey.
3. Jell-O
In 2023, dessert icon Jell-O underwent its first makeover in ten years. The aim was to “bring back the jiggly fun” and the result is a more daring and robust logo, accompanied by hyper realistic renders featuring enticing pudding swirls and vibrant jelly fruits. This is a perfect example of how you can go simple but still stay impactful.?
4. Toblerone
Toblerone brilliantly managed to evolve its brand while still retaining references to its history. The addition of a new vibrant colour palette compliments the traditional colours, while the logo itself draws on the original one from 1908. The fresh identity celebrates Toblerone’s rich and eccentric history while shedding outdated elements.
5. Dolmio
Dolmio’s refresh aims to reach beyond their traditional family-focused feel with a lean towards Gen Z and younger millennials, who are more inclined to experiment beyond classic Italian flavours. Our favourite part of the modernisation is the brandmark incorporating the exclamation point in place of the “i,” – a nice touch of character that feels as if it’s always been there.
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There you have it—20 brands that we feel totally smashed it in 2023, whether it was through ground breaking collaborations, artistry, debuts, or rebranding. These brands not only set the bar high but also reshaped the landscape of their respective industries. What is your take on the list? We would love to hear your thoughts or insights. At Chase Design Group we think this magnificent work aligns perfectly with the beliefs that drive every project we take on. We are all creatives, committed to craft, united by uniqueness and endlessly curious.
?So if you’re looking for a design team to boost your brand in 2024, get in touch—we’d love to help you bring your creative vision to life.
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