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Articles & work — 8

Pet food packaging with illustrated character mascot on a kitchen counter, soft morning light, ceramic pet bowl in soft focus

project

Reggie: Atla Branding Agency Gives Pet Food a Character

project

Gaoyejia Steamed Cat Food: DXD Studio's Packaging Built on One Character

Textured bio-material samples — seaweed, mycelium, and mushroom-derived packaging composites photographed in natural light

article

Seaweed, Mushroom, Mycelium: The Bio-Material Packaging Wave

…curve has crossed the point where the specification is economically competitive with petroleum-based alternatives in several categories. Seaweed is strongest in single-serve dissolvable…

Oatly oat milk cartons with signature hand-drawn, typographically chaotic cream packaging arranged on a kitchen counter in morning light

article

Oatly: The Brand That Weaponized Packaging as Editorial

…product for people with lactose intolerance. The transformation began in 2012, when Toni Petersson took over as CEO and hired John Schoolcraft as Creative Director. Schoolcraft, an American…

Close-up of serif letterforms from a luxury fashion logotype, showing fine hairline strokes and high-contrast type detailing

article

The Typography of Luxury: Why Serifs Still Rule High Fashion

…Burberry's Typographic Return In 2018, Burberry unveiled a new visual identity designed by Peter Saville, replacing the brand's iconic Equestrian Knight crest and serif logotype with a…

Side-by-side comparison of Tropicana's original orange-with-straw packaging and the 2009 minimalist redesign that triggered a consumer revolt

article

The Tropicana Rebrand: A $35M Lesson in Brand Equity

…Proposition In late 2008, PepsiCo retained the Arnell Group (led by its founder, the designer Peter Arnell) to reimagine Tropicana's visual identity. The brief was ambitious: reposition the…

Ilustracion de dos manos enmarcando destellos sobre fondo amarillo

project

Studio Spotlight: Wolff Olins: Fifty Years of Brave Brands

…electric pink) was called ugly, incomprehensible, even seizure-inducing when animated. A petition demanding its withdrawal gathered tens of thousands of signatures within days. The International…

article

Why Every Direct-to-Consumer Brand Looks the Same, and Who's Breaking the Mold

…ads cannot tell whether they are looking at a supplement brand, a bedding company, or a pet food startup without reading the copy. The visual signals that were once a shorthand for…

Studios — 1

Reggie

Pet food brand with character-driven illustration and packaging. Austin, TX.