With the beginning of a new year upon us we can’t help but get drawn into those ‘taking that first dive into fresh water’ or ‘taking off sticky socks after a long day’ feelings — you know, those things that are inherently refreshing or give a strong sense of ‘newness’.
Our [healthy] addiction here at the office is checking out the before and afters of brands from around the world. There’s nothing like seeing a total transformation, images side by side, to get the motivation pumping, but the ones that stick out to us are more than just ‘rebrands’ looking pretty and having a bit of a swan around. We love seeing a brand – whatever its industry or size – become a story that people want to be a part of. We love seeing brands find their ‘Why’ (Why is it they do what they do, rather than the ‘What’ or ‘How’) and seeing this expressed through stunningly bold design and communication. Finding a balance between creativity and innovation while using the huge stable of technology at our fingertips is always a changing game — but these rebrands below do it strikingly and without sacrificing the brand’s integrity.
These are our favourites of the yearly roundup by global body for brand transformation, REBRAND.
Fiji Airways – Best Of Award
A fascinating full circle rebrand, Fiji Airways was not only repositioned as the leading national carrier of Fiji through brilliant locally inspired design changes, but also included returning the airline to the people of its homeland. Previously titled Air Pacific and perhaps spanning its wings a little too widely in the extremely competitive air travel industry, the redesign drew inspiration from Fiji’s traditional artforms and is expressed across plane exteriors, logo, collateral, uniforms and more. Here, owning individuality and celebrating culture wholesomely paid off ten fold, with the airline making some massive financial leaps since.
Check out full rebrand HERE: http://www.rebrand.com/best-fiji-airways along with some amazing videos with the artists and designers behind the scenes.
Cancer Research UK – Best Of Award
Taking inspiration from the brave and spirited attitudes of cancer patients, the Cancer Research UK brand was taken from an entity that was thought of as corporate and (mistakenly) government-funded to one encouraging unity in the human and scientific fight against cancer. Reflecting colour, vivacity and strength, the CRUK has also been hugely successful in its social media campaigns for support and donations.
Check out full rebrand HERE: http://www.rebrand.com/best-cancer-research-uk
Pact – Best Of Award
A sustainable development organisation working all over the world, Pact’s rebrand is all about uniting its global workforce and presenting this cohesion to the world. Based around three principles: communicating the idea of ‘promise’ as is signified by the word Pact, using the metaphor of a mosaic that mirrors the inner workings of this organisation, and lastly, taking colour inspo from world spices found in Pacs working regions. From disjointed, dated branding to a warm, powerful and connected body we believe this is a great showing of how intelligent design that not only invites but cherishes story, provides a complete brand lift.
Check out full rebrand HERE: http://www.rebrand.com/best-pact
St. Vincent Elixr – Distinction
So it didn’t win, but we adore this brand journey. We agree this project would not be without its challenges, what with the rebrand stemming from an extremely established 150-year-old rare product made by the Sisters of Saint Vincent de Paul. With the exact concoction of herbs in this bottle kept a secret, this is exactly what St. Vincent Elixr has come to be known for — it’s elusive exclusivity (tongue tier that one!). This idea has been beautifully expressed on the new bottle design, keeping the brand close to its known nature but bringing it into the modern day.
Check out full rebrand HERE: http://www.rebrand.com/distinction-st-vincent-elixir