Articles on brand strategy and positioning

14.07.2026

Soulsight refreshes Miller High Life and gives the Girl in the Moon center stage

Soulsight refreshes Miller High Life with a champagne gold palette and a bigger role for the brand's Girl in the Moon.

09.07.2026

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.

15.06.2026

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.

10.06.2026

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.

02.06.2026

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.

19.05.2026

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.

McDonald's | 04.05.2026

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.

Walmart | 17.04.2026

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

Aperol | 01.03.2026

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 | 01.02.2026

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.

Aesop | 01.11.2025

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.

Coca-Cola | 26.03.2025

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 | 24.03.2025

Aperol Spritz Enters the Ready-to-Serve Market

Aperol extends into ready-to-serve cocktails with a pre-mixed Spritz in 200ml bottles.

Aesop | 01.01.2023

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.

Aesop | 22.03.2022

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.

Coca-Cola | 14.04.2021

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.

Loewe | 01.08.2016

Loewe's 2016 fragrance box opens like a book

Jonathan Anderson named Loewe's first fragrance 001 in 2016 and packaged it in a book-like box designed with M/M (Paris).

Coca-Cola | 30.06.2016

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.

Loewe | 01.06.2014

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.

Louis Vuitton | 10.07.2012

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.

Coca-Cola | 06.06.2011

Share a Coke turned Coca-Cola packaging into personalised social experiences

Coca-Cola launched the “Share a Coke” campaign in 2011, replacing its logo with popular names on bottles and cans to create personalised products that encouraged consumers to share Coca-Cola with friends and family.