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Sister Mary redraws Labatt for the US beer aisle
Sister Mary redesigns Labatt's US packaging, leaning into the brand's Canadian roots and a gold-accented, cross-border identity.
Brands turn World Cup branding bans into campaigns
Levi's, Heinz, Gillette and Nike turn FIFA's World Cup branding restrictions into some of the tournament's most shared marketing.
KFC builds its global rebrand around the bucket
KFC presents a global rebrand by JKR that promotes its bucket from packaging to the organising device of the entire brand system.
Heinz and Heineken make their first pairing official
Heinz and Heineken launch their first collaboration, a limited six-pack of five beers and one ketchup bottle timed to the World Cup.
SpaceX heads for the largest IPO in history
SpaceX launches its IPO roadshow, targeting up to $75 billion at a valuation of at least $1.8 trillion.
Schweppes returns to its roots in JKR-led overhaul
Schweppes presents its biggest brand refresh in generations, led by JKR with Studio.One and Mischief under the platform With Time Comes Taste.
Etsy bets on human moments in new brand platform
Etsy widens its brand platform from sellers to shoppers with Celebrate Being Human, an Orchard Creative anthem directed by Jess Kohl.
Ferrari presents Luce, its first electric car, designed with Jony Ive
Ferrari presents Luce, its first electric car, designed by Jony Ive and Marc Newson's LoveFrom over five years.
adidas Originals builds a platform on its Trefoil past
adidas Originals presents the We Gave the World an Original platform, framing its Trefoil heritage as a shared cultural inheritance.
Olipop launches 'the feel good soda' platform with new identity and sonic signature
Olipop introduces 'the feel good soda' platform, pairing a refreshed visual identity, packaging system, and first sonic signature.
Google introduces Neural Expressive for Gemini
At Google I/O 2026, Gemini adopts Neural Expressive, a design language built around fluid motion and adaptive layouts.
IKEA Sweden frames the world through the FRAKTA bag
IKEA Sweden turns its iconic 9-kronor blue bag into a recurring out-of-home frame in a new campaign by Åkestam Holst NoA.
McCafé refreshes its visual identity for a broader drinks portfolio
McDonald's refreshes the McCafé sub-brand with Turner Duckworth as the chain extends its drinks menu beyond coffee.
Lacoste revives "Life is a Beautiful Sport" with BETC Paris
Lacoste revives its signature slogan in a Parisian film with Novak Djokovic, developed with BETC Paris and timed for Roland-Garros.
Aesop designs its first lighting collection in Milan
Aesop presents its first lighting collection, Apose, during Milan Design Week 2026 with architect Rodney Eggleston.
Lacoste presents a new visual identity by Commission Studio
Lacoste evolves its visual identity with Commission Studio, a bespoke serif typeface, refined Crocodile and three historic green tones.
Walmart Unveils Modern Redesign of Great Value, Its Flagship Private Brand
First major refresh in more than a decade enhances shoppability while maintaining the same trusted products at Every Day Low Prices
Priyanka Chopra Jonas revealed as brand ambassador for Bentley in new campaign
Bentley Motors unveils a new campaign starring Priyanka Chopra Jonas in her debut role as a leading global ambassador for the brand
Ray-Ban unites classic and smart eyewear under Jennie
Ray-Ban names Jennie its first global ambassador and unifies classic and smart eyewear under a single brand campaign.
Volkswagen reframes driver assistance as parental instinct in The Parents
Volkswagen and BBDO Paris release The Parents, a four-film campaign that maps Volkswagen driver assistance onto the everyday gestures of parents.
Google builds a flowing identity for NewFront 2026
Google's 2026 NewFront event identity, built by Human After All around a flowing, murmuration-inspired system.
Tiffany & Co. names Natalie Portman a House ambassador
Natalie Portman becomes a Tiffany & Co. House ambassador in a 70mm HardWear film about strength, with a nod to Breakfast at Tiffany's.
New Design for Bottle and Brand Logo
Campari Group unveils Aperol's first bottle and logo redesign in decades: new typeface, retro label, and expanded visual system.
Loewe turns flagship stores into art-filled Casas
Loewe's Casa flagship format pairs bespoke local architecture with rotating art, and its second Paris Casa opened in March 2026.
Hermès frames spring 2026 in Crossing Horizons
Hermès presents Crossing Horizons, its spring 2026 campaign, framing menswear and womenswear around water, sails and its silk carrés.
Loewe reveals first campaign under new direction
Loewe presents the first campaign by Jack McCollough and Lazaro Hernandez, the earliest full read of the house's new visual direction.
Volkswagen reactivates Drivers Wanted in Super Bowl LX
Volkswagen revives the Drivers Wanted platform in a Super Bowl LX film by Johannes Leonardo, set to House of Pain and shot in Houston.
SpaceX acquires xAI, Musk's AI company
SpaceX acquires xAI in a share exchange that values the combined company at $1.25 trillion, reshaping the brand.
Loewe swaps its ribbon colour for a new era
Loewe now ties its packaging in blue ribbon under Jack McCollough and Lazaro Hernandez, a small but deliberate signature of change.
Drophaus at the Fondation
Pharrell Williams stages the Louis Vuitton Fall 2026 menswear show at the Fondation Louis Vuitton with Not a Hotel's Drophaus.
Loewe marks 180 years with a lion motif
For its 180th anniversary, Loewe built a capsule collection and campaign around a lion, the German meaning of its founder's name.
Happy new year to you, too
McDonald's UK opens 2026 with a Leo Burnett OOH platform that meets hungover customers at their doorsteps with breakfast delivery.
Disney premieres 'Through Time' to open its 2026 brand campaign
Disney opens its 2026 brand campaign with 'Through Time', an emotional spot that follows one family across generations of Disney memories.
Coca-Cola upgrades its “Holidays Are Coming” campaign with generative AI
Coca-Cola uses generative AI to update its “Holidays Are Coming” campaign, producing festive truck imagery faster and at scale while maintaining its long-standing holiday tradition.
Sony presents It Happens on PS5 for the console's fifth anniversary
Sony Interactive Entertainment presents It Happens on PS5, a global PlayStation 5 platform campaign by adam&eveDDB.
Barbour's Third Aardman Christmas Film Stars Wallace & Gromit
Barbour's 2025 Christmas film with Aardman stars Wallace & Gromit for the first time, alongside a limited Re-Loved jacket run for Oxfam.
Aesop's hand wash becomes an unlikely status symbol
Aesop's Resurrection Aromatique Hand Wash has become an unofficial status marker in upscale bathrooms worldwide.
Levi's and Barbour launch first joint collection
Levi's and Barbour release their first joint collection, blending denim heritage with waxed cotton craftsmanship from 30 October 2025.
Tiffany & Co. makes love the gift in its 2025 holiday campaign with Anya Taylor-Joy
Tiffany's 2025 holiday campaign Love Is a Gift stars Anya Taylor-Joy on a Blue Box journey through New York, London and Tokyo.
Apple’s “Design is how it works” campaign: reinforcing simplicity as a brand philosophy
Apple’s “Design is how it works” campaign continues the company’s long tradition of positioning design not as decoration, but as a core functional principle. The campaign revisits one of Apple’s most enduring ideas, originally associated with Steve Jobs: that effective design is defined less by appearance and more by how seamlessly a product behaves in real-world use.
Burberry presents Postcards from London with Olivia Colman
Burberry releases Postcards from London, a four-film campaign with Olivia Colman directed by John Madden for outerwear and heritage.
Ray-Ban and Meta turn eyewear into a platform
Ray-Ban and Meta extend their partnership from camera glasses to AI display eyewear, recasting a heritage brand as tech.
Tesla’s Master Plan Part 4: from sustainable energy to “sustainable abundance”
With Master Plan Part 4, Tesla introduces its most ambitious—and most abstract—vision to date. While earlier plans focused on scaling electric vehicles and clean energy, this new chapter expands the mission toward what the company calls “sustainable abundance.”
Lacoste turns its crocodile into a GOAT for Novak Djokovic
Lacoste reshapes its crocodile into a GOAT for Novak Djokovic, launching a five-piece capsule from its Fifth Avenue flagship.
Adobe Quietly Overhauls Its Identity with Mother Design
Adobe's 2025 refresh by Mother Design introduces a new logotype rooted in the 1982 original, the Adobe Lens graphic device, and a brighter signature red.
SpaceX turns Starbase into an official city
Residents vote to incorporate Starbase, Texas, turning a SpaceX launch site name into an official place on the map.
Mercedes-Benz Returns to a Flat, Monochrome Star
Mercedes-Benz has quietly reintroduced its flat, monochrome star for brand communications, dropping the three-dimensional metallic version used since 2010.
Loewe names Proenza Schouler duo creative directors
Loewe appoints Jack McCollough and Lazaro Hernandez of Proenza Schouler as creative directors, succeeding Jonathan Anderson.
Coca-Cola refreshes Share a Coke to engage Gen Z through personalised and digital experiences
Coca-Cola refreshes the “Share a Coke” campaign to engage Gen Z by combining personalised packaging with digital experiences, interactive tools, and social sharing features that deepen consumer connection.
Aperol Spritz Enters the Ready-to-Serve Market
Aperol extends into ready-to-serve cocktails with a pre-mixed Spritz in 200ml bottles.
Walmart's Biggest Brand Update in Nearly Two Decades
Walmart's first major rebrand since 2008 — JKR redraws the wordmark, brightens the blue, and refreshes the spark.
Amazon Expands Smile Arrow and introduces new Typeface
Amazon completed a gradual visual rebrand beginning spring 2024, introducing a thicker Smile Arrow and custom typeface Amazon Ember Modern.
Jaguar Retires Leaper for Exuberant Modernism
Jaguar retired the leaper and introduced a four-symbol identity system built on 'Exuberant Modernism.'
SpaceX catches its Super Heavy booster mid-air
In 2024 SpaceX catches its returning Super Heavy booster with the launch tower's arms, a world first and a defining brand image.
"We, Robot": Tesla's Theatrical Reframing as a Technology and Robotics Brand
Tesla's "We, Robot" (2024) unveiled the Cybercab at Warner Bros. a brand pivot from car company to autonomy platform.
Ralph Lauren dresses Team USA for the Paris 2024 opening ceremony
Ralph Lauren outfits Team USA for the Paris 2024 opening ceremony, marking the ninth Olympic outfitting in the partnership.
Bentley’s “How do you Bentley?” campaign: redefining luxury as a personal mindset
With the launch of “How do you Bentley?”, Bentley shifts from traditional automotive marketing toward a broader, lifestyle-driven brand positioning. The campaign is not centered on cars alone, but on how individuals engage with luxury as a form of personal expression.
Core values returns to the summit with Federer and Nadal
Louis Vuitton revives its Core Values series with Roger Federer and Rafael Nadal on the Dolomites, shot by Annie Leibovitz.
Ferrari names its F1 team Scuderia Ferrari HP
Ferrari takes a title partner into its Formula 1 team name for the first time since the tobacco era, racing as Scuderia Ferrari HP from 2024.
Lamborghini Flattens Bull and Shield Logo for Digital
Lamborghini presented a flat 2D logo redesign in March 2024, replacing the previous 3D embossed bull and shield for digital-first applications.
Lufthansa reduces its claim to a single 'Yes'
Lufthansa distils 'Say yes to the world' to a single 'Yes' in a 2024 Serviceplan campaign film built on passengers' own stories.
Google renames Bard to Gemini
In 2024 Google retired the Bard name and unified its consumer AI under a single brand, Gemini, matching the model that powers it.
The adidas Samba leads a terrace sneaker revival
The adidas Samba becomes a fashion phenomenon, leading a terrace sneaker revival driven by collaborations and the brand's own archive.
Steamboat Willie passes into public domain as Disney safeguards modern Mickey
Disney's 1928 Steamboat Willie short enters the public domain on January 1, 2024, while modern Mickey Mouse remains protected.
Starbucks Reframed the Festive Rush With “Drink In, Breathe Out” as a Moment of Calm
Starbucks launched “Drink In, Breathe Out” during the holiday season to highlight moments of calm in festive chaos, using mixed-media animation to show coffee as a pause in a hectic world.
Disney marks its centennial with a new studio logo and 100 Years of Wonder identity
Disney introduces a new animated studio logo and 100 Years of Wonder identity for its centennial anniversary.
Daniel Lee restores the Equestrian Knight at Burberry
Daniel Lee restores the 1901 Equestrian Knight Design and a serif wordmark, reversing the 2018 sans-serif rebrand.
Porsche refines its crest for the 75th anniversary
For its 75th anniversary in 2023 Porsche refines the heraldic crest in-house, the first update in nine years and the most extensive yet.
Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore
Oatly launched a global “Spam” campaign in 2023, using intrusive, absurd advertising to promote a newsletter while actually driving large-scale brand awareness.
Levi’s Celebrated 150 Years of the 501 Jean With a Global Cultural Campaign
Levi’s marked the 150th anniversary of its 501 jeans with global campaigns, new product releases, and cultural partnerships that connected its heritage to modern audiences.
Google closes Stadia after three years
Stadia arrived as Google's entry into gaming and closed three years later, refunding every purchase customers had made.
McDonald's raises the arches into eyebrows
Leo Burnett UK and Edgar Wright launch Raise Your Arches in January 2023, a McDonald's film without food, logo or restaurant.
Yayoi Kusama returns with a giant sculpture and a global window takeover
Louis Vuitton's second Yayoi Kusama collaboration covers the Champs-Élysées flagship in dots and installs animatronic Kusama robots in global windows.
Aesop's packaging borrows its look from a pharmacy
Aesop's amber glass bottles protect formulas from UV light, a packaging choice now paired with recycled materials.
adidas ends its Yeezy partnership with Kanye West
adidas ends its Yeezy partnership with Kanye West in 2022, closing a line that generated billions and exposing the risk of celebrity brands.
Tesla Introduces Optimus and Reframes Itself as a Robotics Company
At AI Day 2022 in Palo Alto, Tesla walks its first Optimus prototype on stage and pivots its identity beyond automotive.
Patagonia names Earth its only shareholder
Founder Yvon Chouinard transfers ownership to a purpose trust and the Holdfast Collective, naming Earth the company's only shareholder.
Lacoste presents the crocodile as a rallying sign in BETC campaign
Lacoste's 2022 brand campaign by BETC turns the crocodile into a meeting point for unexpected encounters across cultures and generations.
Steiff redraws the wordmark and centres the teddy bear head
In May 2022 Steiff retires the claim Knopf im Ohr from its lockup and places the iconic teddy bear head at the centre of a new identity.
Rick Owens and Aesop create a fragrance called Stoic
Fashion designer Rick Owens and Aesop release a candle, travel kit, and fragrance called Stoic in March 2022.
Lacoste and Minecraft launch a co-designed wardrobe and Croco Island
Lacoste and Minecraft team up on a pixelated capsule and a Croco Island map, framed under the slogan 'It all begins with play'.
Walt Disney World stages an EARidescent 50th anniversary
Walt Disney World marks its 50th anniversary with an 18-month celebration framed by an EARidescent design language.
Inspiration4 turns a space mission into a brand
SpaceX flies the first all-civilian crew to orbit, a mission built around a name, four pillars and a cause.
adidas sells Reebok after a 15-year experiment
adidas sells Reebok in 2021 for less than it paid in 2006, ending a 15-year attempt to challenge Nike through a second sports brand.
Ferrari steps into fashion with Rocco Iannone
Ferrari presents its first fashion collection in Maranello in 2021, a diversification led by Rocco Iannone.
Guinness celebrates the return of pubs by reviving the feeling fans had been missing
As pubs began reopening after long periods of closure, Guinness launched a campaign that focused less on the product itself and more on the emotional anticipation surrounding its return to bars and social spaces.
Burberry releases the Open Spaces film by Megaforce
In April 2021 Burberry releases Open Spaces, a Megaforce-directed film of four figures flying through the British countryside.
Coca-Cola Simplifies Its Packaging System for the First Time Since 2016
Coca-Cola and Kenyon Weston strip back the brand's can design, removing the red disc and wave line in the first update since 2016.
Adobe celebrates 30 years of Photoshop with Fantastic Voyage
Adobe celebrates Photoshop's 30th anniversary with Fantastic Voyage, a surreal 72andSunny film directed by Antoine Bardou-Jacquet.
Famous orders and the Travis Scott meal
Wieden+Kennedy turned individual celebrity meal orders into a platform that resets McDonald's relationship with culture.
Nike releases You Can't Stop Us split-screen film
Nike presents You Can't Stop Us, a 90-second split-screen film by Wieden+Kennedy narrated by Megan Rapinoe.
SpaceX redesigns the look of the astronaut
SpaceX gives its spacesuit to Hollywood designer Jose Fernandez, treating the look of the astronaut as brand identity.
Supreme and Barbour wax a Bedale for spring 2020
Supreme and Barbour release a Bedale-derived waxed cotton capsule, paired in leopard print, archive black and Supreme orange.
BMW Introduces a New Two-Dimensional Brand Mark
BMW presents a flat, transparent logo alongside the Concept i4, marking the first visual update to the roundel since 1997.
Adobe celebrates Creativity for All in Academy Awards spot
Adobe airs a 60-second Academy Awards film set to Pure Imagination, featuring Shepard Fairey and Malala Yousafzai.
Porsche returns to Super Bowl advertising with The Heist
Porsche returns to Super Bowl advertising after 23 years with The Heist, a 60-second Cramer-Krasselt spot for the Taycan.
Loretta turns Google Assistant into a memory
Google's 2020 Super Bowl commercial used a real Googler's grandfather to show an assistant helping a widower hold on to his wife.
Lufthansa moves to 'Say yes to the world'
Lufthansa frames the 2020s around 'Say yes to the world', a claim built on openness and individual travel stories.
Starbucks Used “What’s Your Name” to Turn a Simple Gesture Into a Story of Identity and Acceptance
Starbucks launched “What’s Your Name” to highlight how its cup-name tradition helped transgender people feel seen and accepted, turning a simple interaction into a message of inclusion.
Disney+ launches with a flexible identity by Trollbäck+Company
Disney+ launched on November 12, 2019, with a flexible identity by Trollbäck+Company that translated Disney's wordmark into motion.
Volkswagen new brand design: a flat mark for an electric era
At IAA Frankfurt in September 2019 Volkswagen retired its chrome emblem and presented a flat 2D mark for the ID era.
Apple Turns Privacy Into a Platform Claim
With "Privacy. That's iPhone.", Apple writes data privacy directly into the product name and reframes the category.
Disneyland Paris presents 'The Little Duck' by BETC
Disneyland Paris released 'The Little Duck' by BETC on December 25, 2018, introducing the slogan 'Where Magic Gets Real.'
Share Your Gifts: Apple’s 2018 Holiday Film Champions Creative Courage
Apple’s animated short “Share Your Gifts” paired a Pixar-inspired story with an original song by rising artist Billie Eilish.
Ralph Lauren stages a 50th anniversary in Central Park
On 7 September 2018, Ralph Lauren marks the brand's fiftieth anniversary with a runway and dinner at Central Park's Bethesda Terrace.
Nike anchored Just Do It's 30th anniversary on Colin Kaepernick
Nike anchored Just Do It's 30th anniversary in 2018 on Colin Kaepernick, with a Wieden+Kennedy film narrated by the former NFL quarterback.
Supreme wraps the New York Post for the FW18 announcement
Supreme wrapped the 13 August 2018 edition of the New York Post in a single red box logo to announce its FW18 collection.
Burberry breaks with the Equestrian Knight under Tisci and Saville
In August 2018 Burberry retired its 1901 Equestrian Knight wordmark for a sans-serif logotype and TB monogram by Peter Saville and Riccardo Tisci.
McDonald's adopts the Speedee custom typeface
In 2018, Turner Duckworth and Dalton Maag introduced Speedee, McDonald's first custom typeface, drawn from the curve of the golden arches.
IKEA previews MARKERAD with Virgil Abloh at Democratic Design Days
IKEA revealed MARKERAD with Virgil Abloh at Democratic Design Days 2018, a 15 piece collection that turned a cash receipt into a rug.
SpaceX, Starman and the Falcon Heavy spectacle
In 2018 SpaceX launched a cherry-red Tesla Roadster and Starman into space, a marketing moment watched worldwide.
A pregnancy test ad rewrote what a print page could do
Åkestam Holst and Mercene Labs printed a working hCG test into the page so that pregnant readers revealed a discounted crib price.
BMW Sent the X3 “to Mars” in a Virtual Reality Campaign That Turned Product Launch Into an Immersive Experience
BMW launched a global “On a Mission” campaign for the X3, featuring a virtual reality drive on Mars and extreme sports storytelling to emphasize passion, performance, and adventure.
IKEA Place put the showroom inside the iPhone
Inter IKEA Systems and Apple launched IKEA Place on the day iOS 11 went live, an ARKit app that placed 2,000 catalogue products in real rooms.
Aesop builds a Los Angeles store from cardboard tubes
Aesop's 2017 Los Angeles store is built from cardboard tubing reclaimed from the neighbouring Fashion District.
Lacoste and Supreme released their first joint collection in 2017
Lacoste and Supreme launched a co-branded Spring/Summer 2017 capsule that placed the crocodile on a New York skate-shop counter.
The Founder retells McDonald's origin on screen
John Lee Hancock's The Founder, released January 2017 with Michael Keaton as Ray Kroc, dramatised McDonald's founding for cinema audiences.
Supreme and Louis Vuitton stage the FW17 Friends and Heroes collaboration
Supreme and Louis Vuitton staged the FW17 Friends and Heroes show in Paris, legitimising the streetwear-luxury crossover.
Microsoft's Surface Studio film adopts the codes of Apple's product cinema
Microsoft released its Surface Studio launch film in 2016, its first cinematic hardware spot in the register long identified with Apple.
IKEA Sweden makes everyday life the platform with Where Life Happens
IKEA Sweden and Åkestam Holst launched Where Life Happens, a long-running platform that turned price tags into narrative devices.
Apple and Nike take their fitness pact to the Watch
Apple and Nike launched Apple Watch Nike+ in 2016, extending a fitness partnership that began with Nike+iPod a decade earlier.
Coca-Cola rebrands Coke Zero as Coca-Cola Zero Sugar to clarify its positioning
In June 2016, Coca-Cola rebranded Coke Zero as Coca-Cola Zero Sugar across western Europe, anchoring the product to the master brand.
Guinness Brings Craft Back to the Harp
In a deliberate counter-move against flat design, Guinness gave its 154-year-old harp icon a handcrafted overhaul — for the sixth time.
Ralph Lauren releases Postcards from Paradise by Bruce Weber for Spring 2016
Ralph Lauren and Bruce Weber released Postcards from Paradise in April 2016, a black-and-white French Riviera film for the Spring collection.
Starbucks Turned Global Stores Into a Storytelling Stage With “Meet Me at Starbucks”
Starbucks launched “Meet Me at Starbucks” as a global storytelling campaign that showcased real people meeting in stores worldwide, emphasizing connection over coffee.
Volkswagen retires Das Auto and lets the brand name stand alone
In January 2016 Volkswagen retired the claim Das Auto and replaced it with the brand name alone, a deliberate response to the 2015 diesel matter.
Two films, one founder: Steve Jobs on screen
Two Hollywood films, Jobs in 2013 and Steve Jobs in 2015, tried to turn Apple's founder into narrative, with very different results.
Mercedes-Benz “Uncrashable Toy Cars”: when safety is proven by taking the fun away
In 2015, Mercedes-Benz released one of its most unconventional safety campaigns—an experiment that deliberately frustrated children to make a serious point about crash prevention technology. Instead of showcasing cars on the road, the campaign shifted into a controlled, almost playful setting: children were given toy cars and asked to play as they normally would. The twist, however, quickly became apparent.
Apple and Hermès dress the Watch as a luxury object
Apple and Hermès presented the Apple Watch Hermès in 2015, Apple's first fashion collaboration and a bid to frame the Watch as luxury.
Alphabet and the restructuring of Google
In 2015 Google created Alphabet, a new parent company that reorganised its brand architecture and separated search from its more experimental bets.
Jaguar’s campaign brings together British acting talent for a cinematic brand moment
In 2014, Jaguar announced a high-profile Super Bowl advertising campaign featuring three well-known British actors: Tom Hiddleston, Ben Kingsley, and Mark Strong. The initiative marked a major step in Jaguar’s international marketing strategy, particularly in the U.S. market, where the brand aimed to strengthen its emotional and cultural positioning.
The Puzzle bag becomes a Loewe signature
Loewe's Puzzle bag, designed under Jonathan Anderson, turned leather craft into a modern signature and anchored the brand's revival.
Bookbook turned the 2015 IKEA catalogue into a tech keynote
BBH Asia Pacific staged the IKEA 2015 catalogue as an Apple style product reveal and overtook the iPhone 6 launch online.
Levi’s “Live in Levi’s” Campaign Turned Everyday Moments Into Global Brand Storytelling
Levi’s launched “Live in Levi’s” as a global campaign that celebrated real-life moments in denim, using storytelling and digital platforms to connect with a worldwide audience.
Material Design debuts as Google's design system
Google introduced Material Design at Google I/O 2014, a paper-inspired system unifying Android and web products.
Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand
Oatly’s 2014 rebrand replaced conventional packaging and messaging with bold design and provocative language, turning cartons into advertising and positioning the brand as a challenger to the dairy industry.
Loewe redraws its Anagram in a 2014 rebrand
In 2014 Loewe presented a new identity by M/M Paris, redrawing its Anagram and wordmark to open the Jonathan Anderson era.
SpaceX lands a rocket stage and a brand story
In 2014 SpaceX softly landed a Falcon 9 boost stage at sea for the first time, an early proof point for its reusability brand story.
Ferrari, scarcity and the most powerful brand
In 2014 Brand Finance named Ferrari the world's most powerful brand, a result built on a deliberate strategy of scarcity and restraint.
The Wonderful Everyday became IKEA's master brand platform
Mother London elevated the IKEA UK strategic idea into a long running platform celebrating ordinary domestic life.
Lacoste reset its positioning with 'Life is a beautiful sport' in 2014
Lacoste's BETC-led 2014 campaign 'Life is a beautiful sport' realigned the brand around tenacity, elegance and optimism.
Guinness and the Sapeurs: When Elegance Becomes Identity
In 2014, Guinness launched a visually striking campaign that drew global attention not just for its cinematic quality, but for its cultural subject: the Sapeurs of Congo.
Apple’s “What Will Your Verse Be?” – turning technology into a tool for human expression
With its “What Will Your Verse Be?” campaign, Apple took a distinctly different approach to product advertising. Instead of focusing on features or specifications, the campaign positioned the iPad as a tool for creativity, exploration, and personal expression.
The Internship puts Google on the big screen
The 2013 comedy The Internship turned the Googleplex into a film set and became one of the most complete brand integrations in Hollywood.
adidas turns Boost into a branded technology
adidas launched Boost in 2013, a cushioning technology developed with BASF that became a branded ingredient across its shoes.
No two Aesop stores are alike, by design
Since founding, Aesop has commissioned a different architect for nearly every store, refusing a single repeatable format.
L'Invitation au Voyage launches the Maison's first cinematic ad platform
Louis Vuitton's 2012 L'Invitation au Voyage campaign moved the Maison's advertising voice from print Core Values into cinema.
Disney acquires Lucasfilm and Star Wars
In 2012 Disney bought Lucasfilm from George Lucas, adding Star Wars to a growing portfolio of powerful, independently branded franchises.
Yayoi Kusama and the infinite dots
Marc Jacobs invited Yayoi Kusama to overlay the Monogram with her Infinity Dots in 2012, the boldest pattern intervention since Sprouse.
Kate Moss fronts the Supreme Spring 2012 campaign
Kate Moss fronted the Supreme Spring 2012 campaign, photographed by Alasdair McLellan in the leopard-coat box-logo image.
Supreme x Comme des Garçons SHIRT: the first luxury bridge
SS 2012 paired Supreme with Comme des Garçons SHIRT and pre-tuned the brand for the Louis Vuitton arrival five years later.
Lufthansa adopts 'Nonstop you' as its claim
In 2012 Kolle Rebbe replaced Lufthansa's elite-sounding claim with 'Nonstop you', putting the customer at the centre.
"Don't Buy This Jacket": Patagonia's Anti-Consumption Campaign That Redefined Brand Activism
On Black Friday 2011, Patagonia's New York Times ad urged consumers not to buy its R2 fleece — a landmark in purpose-driven branding.
PlayStation gathers its characters around Michael in Long Live Play
On 5 October 2011, Sony Computer Entertainment America premiered Michael, a Long Live Play film by TBWA Chiat Day in which PlayStation characters toasted a fictional gamer.
Ferrari World and the licensed theme park
With Ferrari World Abu Dhabi, Ferrari extended its brand into a licensed theme park, lending its name and identity to an experience built by others.
Burberry Acoustic puts British musicians on the brand's front row
In 2010 Burberry launched Burberry Acoustic, a platform spotlighting emerging British musicians as a permanent strand of the brand.
Burberry streams its London runway in live 3D
In February 2010 Burberry broadcast its London runway in live 3D to private cinemas in five cities, a fashion industry first.
Parisian Love takes Google to the Super Bowl
Google's first Super Bowl commercial told a love story entirely inside a search box, without a single spoken word.
McDonald's Repaints Its Arches Green Across Europe
McDonald's swaps red for forest green behind the Golden Arches across Europe, signalling environmental responsibility.
Burberry launches Art of the Trench
In 2009, Burberry opens a public photo platform built around its trench coat, with launch images shot by Scott Schuman of The Sartorialist.
Disney acquires Marvel Entertainment
The 2009 purchase of Marvel gave Disney thousands of characters and a franchise engine that would reshape modern blockbuster branding.
BMW’s “Joy Is BMW” Campaign Redefined the Brand Around Emotion and Driving Pleasure
BMW launched “Joy Is BMW” as a global brand campaign that placed emotional experience at the center of its communication, emphasizing design, performance, and “sheer driving pleasure.”
Microsoft’s $300 Million Campaign Tried to Reposition Windows by Humanising the PC
Microsoft launched a $300 million advertising campaign in 2008 featuring Jerry Seinfeld and Bill Gates, aiming to counter Apple’s “Mac vs PC” ads and reframe Windows as human and relatable.
Karl Lagerfeld becomes a Steiff bear at Colette in Paris
In September 2008 Karl Lagerfeld and Steiff released a 2,500-piece teddy bear that turned the designer's silhouette into a collector object.
Levi’s “Live Unbuttoned” Campaign Positioned the 501 as a Global Symbol of Self-Expression
Levi’s introduced its “Live Unbuttoned” campaign as a global marketing push that framed the 501 jean as a symbol of freedom, individuality, and cultural relevance.
Supreme x The North Face: streetwear meets the summit
Supreme reworked the Summit Series Jacket in February 2007 and opened the longest running technical-streetwear axis in the category.
How the iPhone remade Apple in 2007
In 2007 Apple unveiled the iPhone and quietly redefined what the company stood for, from computer maker to mobile platform.
Sony Bravia paints a Glasgow tower block with 70,000 litres of colour
On 17 October 2006, Sony Bravia premiered Paint, a Jonathan Glazer film that detonated 70,000 litres of colour across a Glasgow tower block.
Google acquires YouTube
Google's 2006 purchase of YouTube for 1.65 billion dollars kept a fast-rising brand independent and reshaped online video.
Apple’s “Mac vs. PC” campaign: how humor reshaped tech advertising
Apple’s “Mac vs. PC” advertising campaign marked a turning point in how technology brands communicate with consumers. Instead of focusing on specifications or abstract innovation claims, the campaign used humor, character-driven storytelling, and cultural contrast to position the Mac as a more approachable alternative to the PC.
Tesla’s Secret Master Plan Outlines an Electric Future Built Step by Step
In 2006, Tesla CEO Elon Musk published what he called a “Secret Master Plan,” outlining a structured approach to transforming the automotive and energy industries. At the time, Tesla was a young company with a single product: the high-performance Roadster.
Disney acquires Pixar
The 2006 acquisition of Pixar brought computer animation and its leadership into Disney, reviving the studio and reshaping its future.
Sony Bravia bounces 250,000 balls down the hills of San Francisco
On 6 November 2005, Sony Bravia premiered Balls, a Fallon film that dropped 250,000 bouncy balls down a San Francisco hill.
Google acquires Android
Google's quiet 2005 purchase of a tiny start-up called Android became one of the most valuable brand bets in technology.
The World of Steiff opens for the brand's 125th anniversary
Steiff opens a 2,400 square metre brand world in Giengen for its 125th anniversary, designed by architect Andreas Ramseier.
Gene Kelly breakdances for the new Volkswagen Golf GTI
DDB London's 2005 Golf GTI commercial used a digitally reconstructed Gene Kelly, a Mint Royale remix, and the line The original, updated.
Murakami remixes the Monogram in thirty-three colours
Marc Jacobs's Spring/Summer 2003 collection introduced Takashi Murakami's Multicolore Monogram in thirty-three colours.
adidas and Yohji Yamamoto create Y-3 in 2003
adidas launched Y-3 with Yohji Yamamoto in 2003, merging high fashion and sportswear and helping create the luxury athletic category.
Lamp by Spike Jonze opened the IKEA Unböring platform
A 60 second cinema spot directed by Spike Jonze took the Cannes Film Grand Prix and reframed IKEA in the United States.
Supreme x Nike SB: the alliance that built skate streetwear
In 2002 the Nike SB Dunk Low arrived in a Supreme rework and opened the most consequential partnership in streetwear.
Handel on the Run: Jonathan Glazer's "Odyssey" for Levi's Engineered Jeans
Shot in Budapest for £2.5 million, Jonathan Glazer's "Odyssey" for Levi's Engineered Jeans paired Handel with pure kinetic cinema.
BMW’s “The Hire” Redefined Advertising as Cinematic Entertainment
BMW’s “The Hire” campaign used high-production short films starring Clive Owen to showcase performance cars, pioneering branded content and dramatically boosting engagement and sales.
Stephen Sprouse vandalises the monogram
Marc Jacobs invited Stephen Sprouse to spray-paint the LV monogram in 2001, reframing luxury as a host for street culture.
Tiffany turns its blue into a private Pantone shade
In 2001, Tiffany worked with Pantone to formalise its robin's-egg blue as 1837 Blue, a colour formula restricted to the house alone.
PlayStation 2 launches in Europe with The Third Place by David Lynch
On 24 November 2000, Sony launched the PlayStation 2 in Europe with The Third Place, a David Lynch film for TBWA London inside the Fun, Anyone? campaign.
The Louis Vuitton Steiff bear sets the all-time auction record in Monaco
At Les Teddies de l'an 2000 in Monaco, a Steiff bear dressed by Louis Vuitton sold for £130,190 and entered the Guinness World Records.
Lufthansa's 'There's no better way to fly' era
McCann Erickson gave Lufthansa 'There's no better way to fly', its English claim from around 2000 until 2012.
Starbucks Became a Pop-Culture Punchline in “Austin Powers,” Even Featuring Dr. Evil’s Space Needle Café
Starbucks appeared in Austin Powers: The Spy Who Shagged Me as part of Dr. Evil’s Space Needle lair, reflecting how the brand had become a recognizable symbol in mainstream pop culture.
Guinness’ “Surfer” Ad Turned Patience Into a Powerful Brand Myth
Guinness’ 1999 “Surfer” ad used striking visuals and storytelling to reframe waiting as a virtue, turning the brand’s slow pour into a symbol of anticipation and reward.
How the Google Doodle became a brand ritual
A 1998 out-of-office joke about Burning Man grew into one of the most recognisable branding traditions on the web.
Disney Cruise Line launches the Disney Magic
In 1998 Disney launched its first cruise ship, the Disney Magic, carrying the brand's immersive storytelling out onto the open sea.
Apple Repositions Itself With "Think Different"
TBWA\Chiat\Day's "The Crazy Ones" reanchors Apple's identity at the moment of Steve Jobs's return as interim CEO.
Did somebody say McDonald's reframes the brand
DDB Needham gave McDonald's its first truly global tagline in 1997 with Did Somebody Say McDonald's, a hook that ran for three years.
Volkswagen Da Da Da: how Arnold tuned the brand for irony
Two friends, a smelly armchair, and a Trio synth track: Arnold Communications gave Volkswagen its 1990s voice.
IKEA tells Britain to chuck out its chintz
IKEA UK and St Luke's launched Chuck Out Your Chintz, a 1996 campaign that recast Scandinavian design as the obvious British choice.
LVMH takes full control of Loewe in 1996
In 1996 LVMH became sole owner of Loewe, setting the Spanish leather house on a path toward global luxury positioning.
Coca-Cola Turned a Simple Truck Convoy Into the Most Recognisable Christmas Campaign in the World
Coca-Cola launched its “Holidays Are Coming” campaign in 1995, introducing illuminated red trucks that travelled through winter landscapes and became one of the most iconic Christmas advertisements in global marketing.
Microsoft borrows the Rolling Stones to launch Windows 95
Microsoft pays the Rolling Stones an estimated 3 million dollars to soundtrack the most ambitious software launch of the 1990s.
The Lion King crowns the Disney Renaissance
The Lion King became the commercial peak of the Disney Renaissance and the studio's first great hit built on an original story.
adidas Predator turns a football boot into a brand
adidas launched the Predator boot in 1994, an invention by Craig Johnston that became a defining football brand for decades.
Supreme opens on Lafayette Street and introduces the box logo
James Jebbia opened Supreme at 274 Lafayette Street in April 1994 and introduced the red box logo built on Barbara Kruger's vocabulary.
IKEA breaks ground with a same-sex couple in Dining Room
IKEA aired the first US television commercial to openly feature a gay couple, in a 30 second spot from Deutsch Inc.
Diet Coke flips advertising's gaze with the 1994 break commercial
Diet Coke flipped advertising's gaze in 1994 with the Diet Coke Break commercial, soundtracked by Etta James and starring Lucky Vanous.
Coca-Cola brings its polar bears to life in 1993 with Northern Lights
In 1993, Coca-Cola brought its polar bears to life with Northern Lights, the CGI commercial that anchored the Always Coca-Cola campaign.
McDonald's Showdown pits Jordan against Bird
McDonald's celebrated the Big Mac's 25th anniversary at Super Bowl XXVII with Jordan and Bird trading impossible shots in The Showdown.
Polo Ralph Lauren introduces the Polo Bear
In 1991, Ralph Lauren turns a birthday Steiff bear into the Polo Bear, an icon embroidered onto sweaters that sold out almost immediately.
adidas adopts the three-bar mark with Equipment
With the 1991 Equipment range adidas presented the three-bar mark, a mountain of angled stripes that became its performance logo.
There is no substitute, the Fallon McElligott print campaign for Porsche
Fallon McElligott built one of the most recognised automotive print campaigns of the late 20th century around the Porsche tagline.
Nike launched Just Do It with an 80-year-old runner on the Golden Gate Bridge
Nike introduced the Just Do It tagline on 1 July 1988 in a Wieden+Kennedy commercial featuring 80-year-old runner Walt Stack.
Run-DMC and My Adidas rewrite sneaker endorsement
Run-DMC's 1986 song My Adidas and a 1.6 million dollar deal made the group the first non-athletes to earn a sneaker endorsement.
Ralph Lauren opens the Rhinelander Mansion as the Polo flagship
Ralph Lauren transformed the 1898 Gertrude Rhinelander Waldo House into the first designer-led department-store-scale flagship.
Levi’s “Launderette” Ad Transformed a Struggling Brand Into a Cultural Icon
Levi’s “Launderette” ad boosted 501 sales by 800%, turning a declining product into a cultural phenomenon and redefining how fashion advertising connected with identity.
Nike launched the Air Jordan 1 and built a brand around one player
Nike launched the Air Jordan 1 on 1 April 1985, designed by Peter Moore and worn by Michael Jordan, foundation of the Jordan sub-brand.
Bruce Weber defines Polo Ralph Lauren's lifestyle advertising
From the early 1980s, Bruce Weber's narrative campaigns turn Polo Ralph Lauren into the defining example of lifestyle advertising.
Apple’s “1984” Super Bowl ad: the commercial that redefined modern advertising
Apple’s “1984” commercial is widely regarded as one of the most influential advertisements ever created, not only for its impact on the technology industry but for fundamentally changing how brands think about storytelling in media.
The 1984 Macintosh and the birth of Apple's creed
In 1984 the Macintosh introduced the graphical interface to the mainstream and set the design principles Apple has carried ever since.
How the Birkin became Hermès' scarcest brand asset
The 1984 Birkin turned a chance flight into Hermès' defining brand asset, built on controlled scarcity rather than advertising.
How product placement revived the Wayfarer
A 1982 product-placement deal and Tom Cruise in Risky Business pulled the Ray-Ban Wayfarer back from near-extinction.
Steiff launches the Replica programme with the Papa Bear
Steiff turns its archive into a category and reframes the teddy bear as a collectible with the Papa Bear, a limited edition for the brand's 100th anniversary.
Mean Joe Greene and Coca-Cola redefine the sports commercial
McCann Erickson's 1979 Steelers spot sets a new emotional benchmark for sports advertising and the Super Bowl commercial.
Ralph Lauren and The Great Gatsby: how a film tailored a brand
Robert Redford as Jay Gatsby in chalkstripe and pink wool: Polo Ralph Lauren stepped onto the American style canon in 1974.
Loewe builds a fragrance line one scent at a time
Since its first perfume in 1972, Loewe has released a new signature fragrance roughly once a decade, building a slow, plain-named line.
adidas introduces the Trefoil for its first apparel
adidas introduced the three-leaf Trefoil in 1971 as it moved beyond footwear, creating a mark that would later define its Originals line.
Coca-Cola Turned “I’d Like to Buy the World a Coke” Into A Global Anthem of Unity
Coca-Cola launched the “Hilltop” campaign in 1971, featuring a multicultural choir singing “I’d Like to Buy the World a Coke,” which became a defining cultural symbol of unity and one of the most famous commercials ever produced.
You deserve a break today
Needham, Harper & Steers wrote McDonald's first emotional platform in 1971, shifting positioning from product to occasion.
Polo Ralph Lauren introduces the Polo Player emblem
In 1971, Ralph Lauren introduces the Polo Player emblem on women's tailored shirts, debuting an icon that anchors the brand worldwide.
adidas Telstar makes the World Cup ball a brand
adidas designed the 1970 Telstar for television and has supplied every World Cup ball since, making it a lasting branding platform.
Loewe's ready-to-wear line goes international
After launching ready-to-wear in 1960, Loewe spent the 1970s expanding into Brussels, Hong Kong, Tokyo, Singapore and beyond.
Ralph Lauren launches Polo with men's neckties
In 1967, Ralph Lauren launches Polo with a line of wide men's neckties from a single drawer in the Empire State Building.
Porsche renamed the 901 to 911 after a Peugeot trademark objection
A 1964 trademark objection from Peugeot forced Porsche to rename the 901 to 911, creating one of the most enduring product names.
Snow Plow carries the DDB Volkswagen voice from print into television
Snow Plow translated the DDB print logic of Think Small and Lemon into a one-minute Volkswagen Beetle commercial that took Cannes Gold.
Tiffany's storefront gets its film debut in 1961
The 1961 film Breakfast at Tiffany's gave the house's storefront a landmark image its own advertising never built.
Lemon turns a rejected Beetle into a print advertising touchstone
Lemon, a single-word DDB headline for a rejected Beetle, became the print companion to Think Small and a Creative Revolution touchstone.
Volkswagen and Doyle Dane Bernbach introduce Think Small for the Beetle
Volkswagen and Doyle Dane Bernbach launched Think Small, the print campaign Ad Age later ranked the best of the 20th century.
Tiffany and Schlumberger create the Sixteen Stone
In 1959, Tiffany designer Jean Schlumberger created the Sixteen Stone ring, founding a named-designer tradition the house still relies on.
Disneyland opens as Disney's first theme park
In 1955 Disneyland opened in Anaheim, extending the Disney brand from the screen into a physical, immersive world for the first time.
Steiff introduces the yellow ear tag and the collector code
Steiff extends its Button in Ear trademark with a colour coded paper tag that turns every animal into a readable position within the brand portfolio.
Porsche launched Christophorus, one of the world's first customer magazines
In 1952, Porsche launched Christophorus, an owned-media title that became one of the longest-running customer magazines in the automotive industry.
adidas buys the three stripes from Karhu in 1952
adidas acquired the rights to its three stripes from Finland's Karhu in 1952, a modest deal that secured its defining visual mark.
Hermès adopts the Duc carriage as its emblem
Hermès formally adopted its horse-and-carriage emblem in 1950, based on a 19th-century painting acquired decades earlier.
Ferrari's colours, Rosso Corsa and Giallo Modena
Ferrari's identity rests on two colours, the national racing red Rosso Corsa and the Modena yellow of its shield.
Hermès packaging turns orange out of wartime need
Hermès packaging became orange in 1942, not by design choice but because wartime shortages left no other cardboard colour available.
Ferrari and the origins of the prancing horse
Ferrari adopted the prancing horse in 1932, a black stallion traced to WWI flying ace Francesco Baracca.
The Coca-Cola Santa illustrations helped define the modern global image of Santa Claus.
In 1931, Coca-Cola commissioned illustrator Haddon Sundblom to create Santa Claus imagery for its holiday advertising, shaping the warm, familiar version of Santa still widely recognised today.
Steiff and Walt Disney introduce the licensed Mickey Mouse
Walt Disney selects Steiff to produce the first commercially licensed Mickey Mouse plush, opening one of the longest running co-branding partnerships in toy history.
Burberry registers the Check as a trademark
In 1924, Burberry registered its camel, black, white and red check as a trademark, originally hidden inside the trench coat lining.
How Otto Firle's crane became the Lufthansa mark
In 1918 the architect Otto Firle drew a stylised crane for Deutsche Luft-Reederei, the mark that would carry Lufthansa for a century.
Loewe becomes supplier to the Spanish royal court
In 1905, King Alfonso XIII named Loewe an official supplier to the Spanish royal court, formalising a relationship built over years.
Franz Steiff introduces the Button in Ear as a brand mark
Franz Steiff introduces a small metal disc in the bear's left ear as a trademark, building one of the most durable brand assets in toymaking.
Burberry adopts the Equestrian Knight Design
In 1901, a public design competition delivers the charging knight and the Latin word Prorsum, which Burberry trademarks in 1909.
The monogram canvas
Georges Vuitton designed the LV Monogram in 1896 as an anti-counterfeiting move that became fashion's most copied pattern.
Tiffany lifts the diamond off the band in 1886
Tiffany's 1886 six-prong diamond mount became so widely copied that the market renamed the technique the Tiffany setting.
Thomas Burberry invents gabardine
In 1879, Thomas Burberry invents gabardine, a tightly woven, breathable and weatherproof fabric that anchors the house for over a century.
Hi, I'm Paul. As CEO of the design agency echd, I advise companies on brand positioning by day. Brandvelle is where that same fascination continues after hours.
Staple items: Why every category has its brand-defining product
Many makers, one mental prototype: why Burberry owns trench coats and Levi's owns jeans in the public mind.
Deblandification: How Lacoste and Burberry signal the end of the minimalist consensus
After a decade of geometric sans rebrands, Lacoste 2026 and Burberry 2023 mark the return of distinctive identity as the strategic priority.