Week 10 — March 2-8, 2026

The best brand design work published the week of 2026-03-02 through 2026-03-08.

Top Projects This Week

Toteme · 2026

Totême Cult Brand: How Minimalism Builds Belonging

Aesop apothecary counter with amber bottles and minimal black-and-white labels, shot in warm natural light after the L'Oréal acquisition

Aesop · 2026

Aesop After L'Oréal: What Changed, What Didn't

This Week's Articles

Industry Signal

Private Members' Club: The New Brand Extension Strategy

Six Senses Place, Aman Club, Equinox Hotels — the smartest brands stopped building loyalty programs and started building clubs.

Editorial · 2 min

A lineup of modernist airline liveries — Air France, Lufthansa, ITA Airways, Japan Airlines — seen from a runway perspective, documentary aviation editorial photography

Industry Signal

Airline Redesigns: Who's Getting It Right

Airlines are spending hundreds of millions on rebrands. Air France and ANA set the standard. Most others are making the same mistake: designing for the boardroom instead of the boarding gate.

Air France · 2 min

Industry Signal

Wellness Brands Are Becoming Architecture Firms

Six Senses, Aman, and 1 Hotels prove wellness is migrating from spa menus to building materials.

Editorial · 3 min

The Definition

What 'Brand World' Actually Means

Everyone in branding says 'brand world' now. Most people mean a mood board. Here's what the term actually requires and why most brands don't have one.

Editorial · 2 min

The Definition

The Scroll-Stop Test: Brand Content Strategy That Works

Every piece of content faces one test first: does it stop the scroll? The only metric that matters before any other metric can matter.

Editorial · 2 min

Industry Signal

Luxury Brands Are Firing Their Agencies

Gucci, Bottega Veneta, and Prada have all pulled creative work in-house. This isn't a cost play. It's a control play. And it's reshaping how brand gets made at the top.

Editorial · 2 min

Brand Breakdown

Erewhon: How a Grocery Store Became a Status Symbol

A $20 smoothie shouldn't work. But Erewhon turned grocery shopping into a cultural flex by treating every touchpoint like a brand activation.

Erewhon · 2 min

Brand Breakdown

Six Senses London Brand Identity: Wellness Meets the City

How Six Senses rebuilt its remote wellness identity for urban London inside the historic Whiteley — and what founders can steal.

Six Senses · 2 min

The Edit

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Editor's Pick of the Week

Totême Cult Brand: How Minimalism Builds Belonging

Top Projects This Week

Totême Cult Brand: How Minimalism Builds Belonging

Aesop After L'Oréal: What Changed, What Didn't

This Week's Articles

Private Members' Club: The New Brand Extension Strategy

Airline Redesigns: Who's Getting It Right

Wellness Brands Are Becoming Architecture Firms

What 'Brand World' Actually Means

The Scroll-Stop Test: Brand Content Strategy That Works

Luxury Brands Are Firing Their Agencies

Erewhon: How a Grocery Store Became a Status Symbol

Six Senses London Brand Identity: Wellness Meets the City

The Edit