Wolff Olins’ Post

🚀 In my recent project, I chose to rebrand Warehouse Group, a beloved Canadian restaurant chain! Explore the evolution and insights behind my creative process in my latest Medium article. 📖 From revitalizing the logo to introducing dynamic motion graphics, this project challenged me to explore new avenues in brand identity design. Excited to share this journey with you and hear your thoughts! ✨ #Rebranding #GraphicDesign #BrandIdentity #RestaurantIndustry #CreativeProcess #DesignJourney #LinkedInPost

This is why Jello rebranded! Jello's numbers show their rebrand was a hit. In 2022, their market share was $688 million. After the rebrand in 2023, it jumped to $753 million. Here are 3 reasons why: 1. The new rebrand targeted younger generations with fresh illustrations, boosting their appeal to a modern audience. 2. The new logo is unique but nostalgic, strengthening their brand identity by putting it front and center. 3. Their focus on 0 sugar attracts today's health-conscious crowd. Big names like Pepsi are doing the same. Fun fact: Did you know the original Jell-O was invented to make salads better? Here are couple of important things they changed, The new logo is super bold with rounded edges and an offset "O," hinting at their zero sugar promise, also the new logo becomes the focal point of the updated packaging. They’ve also introduced playful 3D Jell-O illustrations of fruits that look like they were made in a Jell-O mold. overall it's 5/5 execution by Team BrandOpus. let me know which rebrand you want me to review next? #logo #rebrand #branding #design #packaging #art sources if you want to read more in details: https://lnkd.in/djfp-9sq https://lnkd.in/dW9-a_9U https://lnkd.in/d6CsTjFC https://lnkd.in/dYsZ_8Wu https://lnkd.in/dcrT7um4 https://lnkd.in/dEJV6Ytb https://lnkd.in/dBrmvwjm https://lnkd.in/dJzDE3Ut https://lnkd.in/dbU-d9-H

Cool things are coming at galfer 🐏 In today's competitive business world, having a strong brand identity is a must. It's not just about having a cool logo; it's about visually and emotionally representing what your company is all about. A solid identity helps you stand out, build loyalty, and connect emotionally with your audience. A memorable brand cuts through the noise and builds trust. Consistency in design, voice, and tone strengthens this emotional bond, which is key since many purchasing decisions are driven by feelings more than logic. At Galfer, we get how crucial this is and are committed to evolving. That's why we're working on launching our new logo, branding and collection in a few months. This change will showcase our renewed mission and values, kicking off an exciting new chapter for us. #startup #newcollection #romanvibes #extremadura

Reflecting on Crumbl's 2023 Rebrand: A Bold Move in the Cookie Wars As we look back at 2023, one of the most intriguing brand updates came from Crumbl, the fast-growing cookie chain. Let's revisit their significant rebrand: 1. Logo Evolution: Crumbl removed the classic "Bakerhead" and the word "cookies" from its logo. The streamlined design now features just "Crumbl" in black, using a custom font. 2. Color Innovation: They introduced "Pantone Crumbl Pink" – a unique shade created specifically for the brand. 3. Strategic Move: This refresh aimed to maintain relevance in a competitive market. Chief Branding Officer Sawyer Helmsley described it as "infusing new life and energy into Crumbl while maintaining our core values." 4. Growth Context: The rebrand came during a period of explosive growth, with Crumbl reaching over 600 locations by 2023, just six years after its founding. 5. Market Impact: This move solidified Crumbl's position in the "Utah Cookie Wars," where cookie shops rival the ubiquity of coffee chains in other states. Why it mattered: - Demonstrated brand evolution in a saturated market - Balanced rapid growth with brand identity refinement - Showcased the power of visual design in customer connection Looking back, how do you think this rebrand influenced Crumbl's trajectory in the competitive dessert market? #BrandStrategy #FoodIndustry #Crumbl #2023Rebranding

Should you go for a literal logo? It depends. Here’s why: If your brand name is self-explanatory like BK (Burger King). Having a literal logo isn’t as effective. If your brand name states clearly what your brand is about, I don’t see any reason why you should repeat that in your logo. I think this presents an opportunity to capture something pivotal about your brand in your logo. I feel it’s a wasted opportunity IMO much like a wasted Ad space. Secondly, a literal logo limits your TA’s perception of your brand When Burger King first started in 1954, its menu was simpler, focusing primarily on burgers, fries, and beverages. The original flagship product was the Whopper, introduced in 1957, and it quickly became one of the chain's signature offerings. Over the years the brand has evolved & expanded its menu to include a wider variety of items. The future is unpredictable. You never know what business looks like tomorrow. You may find yourself adding new products to your product line or changing the nature of your business. Which means two things: rebranding your visual identity (costly) or having to spend an arm & a leg on marketing. Whichever direction you take, you'll still end up spending lots of money. “Dickens, but BK is crushing” Yes, the brand is doing significantly well. However, do you know that BK has been in existence since 1954? More so, BK’s marketing is great. I’d argue they spend lots of money on it. If you’re going to go the BK route, you might as well prep yourself financially. Otherwise, why not avoid going there? Meaning you can adopt what brands like Nike, Puma, Dell or Tesla have done. Instead of going with literal logos, these brands have abstract logos. Which say nothing about what these brands do (services provided). That gives them the leverage to add different products to their product lines without feeling the need to rebrand. I’d like to know what you think. If you found this post interesting, please ♻️ repost/share it with a friend. #brand #logo #logos #founders #ceo #branding #brandesigner

How does your brand move? Our movements shape how we connect with others—it’s integral to our identities. Just like us, brands move differently. To truly stand out, brands need motion that reflects their unique voice and essence. This requires strategic thinking and a deep understanding of core values to create consistent, trustworthy experiences. Beyond the usual suspects like logo, type, color, and photography - motion is the new frontier for brand ownership and expression. A motion identity isn’t just an add-on; it’s a purposeful and distinctive foundation for building consistent brand experiences. Each movement tells a story that words cannot.

How to explain what is motion language:

Being intentional with your motion graphics can be another effective way to reinforce your branding.

Andrew Vucko sets a brilliant example of how animation can transform and elevate a brand's perception. As an animator, too often I see branding approached from a purely graphic or static visual angle, overlooking how movement, transitions, and animation impact how people emotionally connect with a brand. In reality, a brand’s identity isn’t just what’s seen in a snapshot—it’s how it flows, interacts, and moves. Animation not only adds life, depth, and personality but also makes us feel how the brand feels. It directly influences how audiences perceive a brand’s tone, attitude, and essence. Branding must be thought of as a 360-degree experience. Every element should align to tell a cohesive story, from design to sound effects and music. Animation shouldn’t be an afterthought; it should be an integral part of the brand’s collective look and feel—an extension of its voice and personality in motion. The key to building a dynamic brand identity is, the movement is the message.

Capturing the attention of the doom-scrolling generation gets harder and harder, with retention measured in milliseconds. Is your brand moving at all? Excellent examples of motion branding in its simplest form.