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2018-04-24T10:57:07.232Z
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We developed a new brand strategy and identity for Broadgate, central London’s largest pedestrianised neighbourhood that connects Spitalfields, Shoreditch, and the City of London. In line with the ambitious £1.5 billion masterplan by joint owners British Land and GIC, the new brand celebrates Broadgate as a place for forward-thinking businesses and an open, public arena for people to explore new experiences in food, retail, and culture.

You think you know your city, but then there are places that surprise you. Broadgate is definitely one of those, a neighbourhood in its own right, with a diverse community and a unique urban environment with huge potential for cultural interventions. We wanted to change the perception of Broadgate to reflect the reality of what it is today, and importantly, how it will shift over the next ten years.

The bold identity captures the energy of one of London’s fastest changing destinations, and breaks away from traditional B2B communications to engage a wider consumer audience across London and beyond.

The brand strategy translates visually into a digital-first identity that is always in motion through a generative “kinetic B”. Underpinned by a bold, clear and strong wordmark, the identity changes shape, colour, and scale to enable different expressions.

To manage the brand’s three dimensional nature we produced a bespoke interactive tool. With it we...

Fri is an annual camping and outdoor expo held each year at the Bella Center in Copenhagen. We where tasked with naming and creating the tradeshow’s flexible identity. Rather than have a system led by a typographical mark we set ourselves the challenge of creating a visual language that puts the outdoors at the forefront.

Based on the view when you look out from your tent we created a series of ‘Frames’ to contain sections of the identity visuals. As well as merchandise and wayfinding for the event we also produced a poster campaign that can be seen around the streets of Copenhagen.

In County Down in Northern Ireland, a family-run farm has been growing crops on the same hectares of land since 1889. Now in their sixth generation, the farmers at Millbank Farm know all there is to know about the weather, the wildlife, the soil and the seasons — so growing great produce has become almost second nature. Their produce can be enjoyed from many retailers across the UK and Ireland, including Waitrose and LIDL.

After getting our hands (and our wellies) dirty on a visit to the farm, we identified the long-established knowledge of their land as a key contributor to the farm’s success. This led to the brand tagline and positioning: ‘Experts in our Fields’ which is used to bring the Millbank Farm brand identity to life.

Every visual expression of the brand is born from the fields that the farmers know so well. A graphic pattern was created from aerial shots of the County Down landscape, using organic lino-cut strokes to evoke the cultivated soil. Bold illustrations of turnips, leeks and chickens emerge from the field texture, showing that local expertise comes through in every product.

The logo uses these same furrow lines to etch out a central Millbank ‘M’, reiterating the farmers’ connection with their fields. This needed to be applied in a cost effective...

Superstar Mexican chef, Martha Ortiz, has brought her celebration of Mexico to London. Working with Martha, we named and created a brand for Ella Canta (Spanish for ‘She Sings’), which aims to deliver the beauty, colours, stories, and spirit of modern Mexico to London.

Using ‘We Eat Colour’ as the strapline, the brand and identity plays with Martha being both an artist and a curator. Each dish is a masterpiece, full of narrative and colour.

Like a modern art gallery, Martha’s menu will change seasonally to re-tell another of Mexico’s enchanting stories. Her first menu, entitled ‘Painted Black’, is a celebration of Mexico’s Day of the Dead. For each new season a different artist will be commissioned to visually interpret the new menu.

There’s a perception of Mexican food in London and the UK today, and it’s very different to the kind of food that Martha creates. Her food is surprising, refined, artistic — a big contrast to the more fast-casual Mexican experience we’re used to over here. We were keen to challenge that perception and turn Mexican restaurant branding on it’s head. So a sophisticated high-end offer, without the cliché.

To keep challenging perceptions, Ella Canta brings their guests unexpected stories of what’s happening in Mexico right now. Shared through their Instagram account and a special ‘Mexico Today’ section on their website, we created...

With women leading countries around the world, you may think that the work on women’s rights is done. Yet equality isn’t a reality for everyone: here in the UK, for every £1 a man earns a woman receives only 85p.

For over 40 years, BWC (Brighton Women’s Centre) has been helping women from all backgrounds, facing all kinds of issues, to live happier lives. Women dealing with bereavement or trauma, women who have been through homelessness or the criminal justice system, survivors of abuse or discrimination — they’ve welcomed them all.

Our brand strategy work and resulting brand identity brings personality to their communications, suggests support, and highlights the social injustices women face. They’ve been continuing to make their mark ever since.

The serif typeface is Libre Baskerville (an open source version of Baskerville to keep the cost down for BWC), and the logo typeface is Din Condensed.

While we didn’t rename the charity, we did encourage them...

JUS • Juice Up Saigon is a raw, cold-pressed juice company, founded in Ho Chi Minh City in 2015 by three people who share the same love of healthy living. The brand offers a simple, delicious way to integrate plant-based health into a busy lifestyle because the founders believe that nutritious and delicious juices can be ready-made for everyone.

Our task was to research and find the right design solution, both in terms of the visual identity as well as the art direction, to create a unique, sustainable juice brand in Vietnam. As cold-pressed juice is a new product in Vietnam, JUS is the pioneer that’s breaking the barrier.

Based on the concept of a yoga triangle to connect the body, spirit, and mind, we created a unique bottle in the shape of an equilateral triangle.

The JUS logo was kept as simple as it needed to be, with curved characters and an imbalance to create a natural impression suited to the organic ingredients.

Stefano Faita, a nationally recognised personality, and his partner Michele Forgione, entrusted us to create the brand identity and packaging for their first line of ready-to-serve grocery products. Since October, shelves have been stocked with four varieties of canned tomato sauce (Tomato and Basil, Marinara, Arrabiata, and Rosée) featuring an eye-catching graphic design that breaks from the usual codes of the category.

“I wanted to give the products a tangible and pertinent presence, so they would stand out by the quality and simplicity of their ingredients and flavour, as well as their look. The agency has managed to capture my great love for Montréal, Italy, and family with an identity that is authentic and daring at several levels.”
— Stefano Faita, restaurant owner and businessman

It was a major challenge to differentiate the brand in this type of category, where all brands merge into one. The concept’s originality produced a real, appealing identity and packaging that leaps out. Stefano is himself a well-known brand, so the identity gives him a place with a lookalike caricature: jovial, energetic, colourful and attentive to detail.

Taylors of Harrogate, a family business that dates back to 1886, has earned itself an unrivalled reputation for quality through its devotion to the craft of outstanding coffee and tea. Finding itself struggling to resolve inherent tensions in the present day — the brand is both conservative and contemporary, traditional and progressive, considered and entrepreneurial — Taylors turned to Pearlfisher to hone its vision and future-proof its portfolio around a new, unique expression.

Craft is at the heart of Taylors of Harrogate, but the inundation of ‘craft’ as an expression of authenticity in every category was diluting the brand’s positioning. To understand the role of artistry in the context of the brand’s heritage, we explored an extension of ‘craft’ into ‘craftsmanship’. Bringing this together with a focus on ‘family’ and ‘flavour,’ two foundational values for the brand, we defined a new vision — ‘The Home of Extraordinary Flavour’ — to take Taylors forward.

The new mark — a lockup of the T and H that forms a window — is inspired by the idea of opening up a beautiful world of flavour, or peering into a space of revered expertise.

To reflect the brand’s position on ‘craftsmanship’ we centralised the packaging for each range around exquisite, hand-drawn illustrations. Three artists from different corners of the world were commissioned to bring a unique artistic...

In the spring of 2016, award-winning chef Gerard Craft surprised everyone when he announced the acclaimed Niche would be closing. The St Louis-based restaurant was still at the top of its game, drawing crowds and winning accolades. But Craft was ready for something new.

As Niche’s doors closed, Craft shared with us his vision for Sardella. Sardella is ancient Italian sauce made from sardines, but Craft wasn’t opening a seafood restaurant. Instead, he described the food and decor as unexpected, yet familiar; traditional, yet brand new.

For our design, that meant bright pops of colour and a sense of movement to complement the restaurant’s decor. The menu fuses the beautiful and functional, presenting the ever-changing range of dishes on a stunning board that echoes the restaurant’s decor.

Initial Sardella logo experiments.

Our early logo explorations used the restaurant’s namesake — Sardella is ancient Italian sauce made from sardines – as a key visual. Moving forward, though, we knew we needed to broaden its appeal. To make sure people knew it was a fun, casual place. To clarify that it’s not a seafood restaurant. To capture the vibe while letting the food speak for itself.

On the Sardella website, we gave big, eye-catching photos of the bold, beautiful food room to shine. The site gives people a taste of what to expect, combined with splashes of...

Barcelona Century Hotel (formerly Hotel Century Park) is located in the famous Barcelona district of The Eixample, a landmark in nineteenth century city planning.

Inspiration for the hotel identity was taken from famous elements from its location — the street and block layout, and patterns from cement tiles — combining the two to create a distinctive BC monogram and pattern.

BC monogram construction.

BC logo lockup construction, using the Bohemia font family by Eduardo Manso.

BC pattern construction.

More from Marçal Prats.

What you see is what you get.

The packaging design of confectionery maker Cloetta’s Allsorts Black and White edition reflects the colourless, sweet content.

The silver print and matt finishing adds a tasty touch to the functional box.

More from BOND.

Based in the woodlands of England, Primal Roots is a pioneering fitness and wellbeing bootcamp rooted in a pursuit for external and internal strength, endurance and natural movement. Working closely with charities, they offer fitness services and training to help the recovery of people tackling homelessness, mental health conditions and those who wouldn’t otherwise have access to such services. The team approached Lantern to create a brand identity for the social enterprise, promoting their holistic approach to a broad audience including local authorities, healthcare commissioners and away-day organising HR managers – not to mention fitness fanatics.

Better outside, better inside

Come rain or shine, the key challenge for the brand was convincing people that exercising outside was an activity worth pursuing – thankfully, science was on our side; “Exercise anywhere is a good thing but exercise in natural environments has a greater benefit for physical and mental health. Woodlands and parks have the greatest effect” – Prof. Richard Mitchell, University of Glasgow. To further address the challenge, we suggested changing the original brand name of Nature’s Gym to something far more emotive – capturing the primitive, raw attitude of the workouts. From a long list of more than 100 names, Primal Roots was selected and the development of the visual and verbal identity began.

The identity was developed to reflect a drive and animal instinct present in...

Rio Cello, in its 23rd edition, is a classical music event that invades the streets of Rio de Janeiro with art, music and dance. The repertoire of the music promotes the encounter between classical and popular in contemporary concerts of cello, choro, jazz, tango, and rock.

Its visual identity was created with experiments that enriched the process and gave meaning to what we’ve done. The circular shape was born of the geometry of the instrument, which reacts to the music vibration, forming the graphics of the identity.

Three Hills, a newly founded brewery in Northamptonshire, came to us to help them define their name and develop the brand.

The scale of their production allows the brewery to stay artisanal, to always try new things, and provide maximum choice. Keeping this in mind, the labels were designed to allow for flexibility while maintaining a consistent visual language.

Owner and master brewer, Andrew Catherall, started the business after seven years brewing in China. It was important to him that this experience was present in the identity.

The brewery name originates from the neolithic barrows on the outskirts of the village where it’s based. The barrows are widely accepted to have not only been communal tombs for stone age folk, but also centres of religious cult activity.

Consisting of a hand-built 225L brewhouse, and 6 German-engineered fermenters, it’s a nano brewery. Tiny but effective.

Three Hills has a core range of four styles — Heidrun: Pale Ale, Sekhmet: Amber Ale, Veda: Single Hop IPA, and Anglian: Dark Ale. We created a series of linocut prints for the range...

Introducing Wayward Wines — a new concept from Robot Food that defies typical category cues and shuns industry snobbishness. No region, no year, no individual grape. Just beautifully blended wines in a spectrum of bold, distinctive flavours.

Never the type to sit on our hands, Wayward Wines came to be after witnessing a rather awkward exchange in a wine shop. After asking the assistant for help with a gift, the customer was met with a bamboozlement of knowledge on grapes, regions, and years. They left shortly after, empty-handed and disappointed, while the assistant was left without a sale. Clearly this approach didn’t resonate, but is it much different to how the rest of wine is operating?

This is a category crying out for some much needed disruption. A trip down the wine aisle will find you lost in a sea of sameness, flooded with information that doesn’t mean a great deal (unless you’re the ‘cellar full of Gran Reserva’ type). Whether you simplify your decision by colour, price or how pleasing you find the logo to be, the fact remains that most wines feel inaccessible. They fail to communicate to a wider audience and final choice (more often than not) comes down to either habit or whim.

Sparaw is a well-known brand in Buenos Aires that sells cold-pressed juices and vegan food. They really care about nourishment and about taking care of the planet, using 100% organic food from their orchard, and environmentally-friendly packaging.

We had the challenge of redesigning the entire brand and helping to setup their store in Recoleta. It was necessary to communicate the “organic” concept, but as Sparaw is a premium brand, we didn’t want to do it in an obvious way (craft paper, wooden palette). Their processes are so clean and lab-styled that using a crafty look didn’t seem like an option, so we got together with Sparaw chef Martín Richards and began researching the whole “making of.”

The result was a bunch of textures (mixed and splattered food, zooming microscopic organisms, bubbling water) combined with a fluro-pastel colour palette to help us communicate energy.

For the logotype we aimed to portray a solid brand with a strong presence, so we chose a font similar to Helvetica but with a more modern look (Chalet) and made a little twist in its morphology to conceptualise the softer, human side of Sparaw.

Located in London, Madrid, Warsaw, Tel-Aviv, Seoul, and São Paulo, Campus is Google’s global network of co-working and event spaces. It’s where like-minded people come together to connect, learn, solve big challenges and build businesses. Campus has over 80,000 members who have gone on to raise more than £128M and create more than 3,600 jobs.

To drive memberships and event attendances from high quality entrepreneurs, Google needed to refresh the Campus brand worldwide from top to bottom, and redefine its voice in the world.

Brand idea: Space for startups to thrive

The Campus brand is a reflection of their vibrant international community of entrepreneurs, united by a shared belief that startups can change the world.

The ‘frame’ represents the physical spaces at each of the six global cities: a constant presence that underpins the vast array of events, programmes and services that Campus provides.

Brand personality: Come start something

The Campus brand captures the startup mindset of its members — a spontaneous, DIY aesthetic, but purposefully structured and crafted. Bold, brave and eclectic, but carefully considered and sophisticated.

Identity system: A flexible framework

The Campus frame can flex to any format, allowing for an infinite array of creative expressions around it that adapt to the needs of the application and audience, but with an instantly recognisable, consistent identifier.

Identity toolkit: Startup spirit

Typography, image style, and...