7UP Global Brand Restage
by PepsiCo Design & Innovation
7UP has a long heritage, having been launched two weeks before the Wall Street Crash in 1929 as Bib-Label Lithiated Lemon-Lime Soda. It shifted to the catchier 7UP name in 1936.
Parent company PepsiCo decided it was again time to revitalise the brand to highlight its message that life is always better when we choose moments that uplift us. A new Visual Identity System (VIS), the brand’s first in seven years, was created to meet that objective.
The new look and feel needed to be both modern and timeless, and to appeal to a younger audience, while remaining relevant to consumers across a wide range of geographies and cultures. There was also a call for the Zero Sugar variant of 7UP to establish its own distinct and unapologetic presence as consumer preferences shift toward healthier products.
To stand out from the crowd in the carbonated drinks market the design team created a punchy new design language to share the concept of ‘UPliftment’ with the world.
Our judges said: “Delivered by an in-house team who put together something that reconciled the challenges of appealing to different consumer groups in a coherant way and designed something that can work globally. Meanwhile they resisted the temptation to overcomplicate”.
Sister Circle
by Droga5 London, for Sister Circle
Operating in Tower Hamlets, the most health-deprived area in the UK, the charity Women’s Health & Family Services works in a challenging environment. It offers help to new mothers and to survivors of female genital mutilation, against a backdrop of poverty, trafficking, domestic abuse and language barriers.
The charity’s name felt clinical and unrepresentative of its work, while its visual identity made it hard for people to navigate its services, leading to a full rebranding.
The solution started with a new name, Sister Circle, which more accurately reflects the charity’s mission to support, educate and empower women. The project included a new logo, brand positioning, visual identity, and website, along with a launch campaign.
Mindful of language issues, the new design system employs abstract geometric silhouettes to represent the diverse women who make up the charity’s community, with a soothing colour palette to reflect that it offers a safe space.
The project led to an enormous leap in the charity’s social media followers, and to calls from those who felt compelled to offer their time to help Sister Circle.
Brighton & Hove Museums Rebrand
by Baxter & Bailey, for Brighton & Hove Museums
Brighton & Hove Museums consists of a constellation of six attractions in the archetypal British seaside city. These include the Royal Pavilion, a Brighton landmark that is famous around the world.
Baxter & Bailey was commissioned to develop a new name, brand strategy, brand architecture, and a unifying visual identity that could celebrate and elevate the six cultural elements – five of them physical and one digital – of the group.
An ampersand is at the heart of the new identity, chosen as a unifying, inclusive and conjoining symbol that could bring together the disparate elements of the museums. It also reflects that Brighton & Hove is the only UK city with an ampersand in its name. The ampersand is broken into six component parts to represent each of the venues.
Plant More Trees
by Creature London, for Woodland Trust
The Woodland Trust had a loyal membership that it wanted to expand. In common with many charities its supporters skewed towards an older, whiter, middle-class base.
As part of a plan to grow its membership fourfold, to include 3% of the UK population, by 2030 the charity wanted a new visual identity that would reflect and attract a far more diverse group of people.
Research identified that by fighting for the health of trees during an environmental crisis, The Woodland Trust was seen as contributing to the health of Britain as a whole. This became the central strategic proposition for the rebranding project: Fighting for the Health of People and the Planet with Every Tree.
Ensuring the brand appealed to the widest possible audience while retaining existing supporters, Creature London developed an entirely new visual look and feel that focused on people and their role in the environment.
The launch campaign exceeded its target to grow donations by 1,000%.
Center Parcs Europe: It’s Human Nature
by DesignStudio, for Center Parcs Europe
Center Parcs Europe has been a pioneer in the travel and hospitality sector for more than 55 years, and was keen to keep pushing forwards.
With 29 locations across The Netherlands, France, Germany and Belgium, the brand brings people together and close to nature for holidays it hopes they will remember. It appointed DesignStudio to develop a new brand strategy for the next stage of its development.
The agency immersed itself in the world of Center Parcs, visiting sites across Europe and engaging with guests and stakeholders at all levels to gain the fullest possible understanding of what makes the brand tick.
A new logo, colour palette, illustrations and photography have been used to bring that to life.
Brand Strategy
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