Articles on brand strategy and positioning

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.

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.

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.

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.

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.

Louis Vuitton | 01.03.2003

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.

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