Branding Design Best Practices

The Chobani Rebrand - By Leland Maschmeyer and Team: When Bold Revolution Creates Category Leadership Walking through supermarket aisles, I'm often drawn to brands that dare to break category conventions. As a design director at Ginger Storm, the Chobani rebrand stands out as a masterclass in revolutionary design thinking that transformed a category leader from forgettable to unforgettable. Why the Rebrand? The catalyst was a strategic necessity: By 2017, Chobani found itself in a market saturated with lookalikes. Competitors had adopted similar visual language—stark white backgrounds, hyper-realistic fruit photography, and clinical sans-serif typography. What was once distinctive had become a category convention. Rather than accept visual irrelevance, Chobani seized the opportunity to reclaim its distinctiveness and reposition itself as a wellness-focused food company beyond just yoghurt. Design Change What fascinates me about this rebrand is its courage to completely reimagine the brand's visual expression. The logo transformation introduced a custom Chobani Serif typeface with softer, rounded edges that beautifully evoke the creamy texture of yoghurt itself. The shift from clinical bright white to a warmer off-white backdrop immediately distinguishes the brand on shelf. I'm particularly impressed by the bold move away from glossy finishes to premium matte textures—not just visually pleasing but enhancing the tactile experience. The replacement of hyper-realistic fruit photography with hand-painted watercolour illustrations inspired by 19th-century folk art creates a human touch that feels refreshingly authentic in a category dominated by perfect imagery. Strong Revolution This rebrand represents nothing short of a complete revolution in packaging design—and for all the right reasons. The original packaging lacked any meaningful identity beyond the name itself, making a revolutionary approach not just justified but necessary. What makes this approach so brilliant is how it doesn't merely differentiate—it establishes a new visual territory that competitors cannot easily follow without appearing derivative. The result is significantly better on every level: more strategic, more personality-driven, and perfectly aligned with the target audience while maintaining name recognition where it matters. The Results The impact speaks volumes: a 12% sales increase between 2019-2020 while the overall yogurt category declined by 4.4%. Chobani maintained its position as America's #1 yoghurt brand, overtaking Yoplait. The rebrand didn't just refresh aesthetics—it reinforced market leadership. Chobani proves that when the original lacks meaningful identity, a bold revolution isn't just an option—it's a strategic imperative. Sometimes the bravest decision is to completely reimagine your visual language rather than merely refining what never truly worked in the first place.

10 Truths about branding that hurt before they help. Brand isn’t a vibe, a logo, or a funky website. It’s a system. And systems don’t go viral overnight. Here’s what actually matters, and works: 1. Be painfully clear If your team can’t explain what you do in one sentence, neither can your audience. Confusion kills brands faster than competition. 2. Own one thing Not everything. One. The human brain needs shortcuts. If they can’t label you, they’ll forget you. 3. Look like you mean it Perception is the first impression. If it looks half-baked, people will assume the same about your product. (Yes we do very much judge a book by it's cover) 4. Sound like a real human Most brands still sound like an HR/IT/AI policy doc. If your tone has no personality, your message won’t stick. 5. Say the same thing a hundred ways Repetition isn’t boring. It’s branding. Familiarity builds memory. And memory builds preference. 6. If they have to decode it, they’ll delete it. People make 3k decisions a day and see up to 10k brands. They’re not analysing. They’re skimming. If your message isn’t simple, clear, and fast...it’s invisible. 7. Speak to emotions, not just logic Decision-making is emotional, even in B2B. Make them feel something, or risk being ignored entirely. 8. Most business problems are brand problems If sales are slow, talent isn’t biting, or investors don’t get it… it’s rarely the product. Clarity, relevance, and trust all start with brand. 9. Design for recall, not just reach Visibility is easy. Memorability is increasingly harder. When they’re ready to buy, will they remember you? 10. It’s not your brand. It’s theirs. They decide what it means. They decide if it’s worth talking about. Design it for them, not you or your teenager daughter (unless she is the ICP). Strong brands are built like habits: Repeated. Familiar. Easy to recognise. Impossible to ignore. Which of these is your brand actually doing?

Am I the only brand designer who hates seeing logos everywhere? Nothing screams insecure brand like a poster, slide, billboard, hoodie and email footers all shouting the logo at you. It feels cheap, like a watermark on every thought. Last week I walked past a billboard that could have been interesting. Big photo, nice headline, then a the logo, huge in size, placed in two different versions. All I remembered was the clutter. When you overuse the logo, people stop seeing the brand and start seeing noise. Instead, strong brands build recognition without shouting their name every five seconds. Think McDonald’s. You can crop the Golden Arches into a corner, show a red panel with fries arranged as lines, or use that ketchup red and yellow and your brain fills in the rest. Tesco can lead with just one elements and no name, Heinz can drop the wordmark entirely and you still know who is speaking. That is identity as a system, not a sticker. And before someone shouts at me, I GET IT, a startup is not McDonald’s. In the early stage you need clear labeling. But the trick I think lies in using the logo as a signature, not a blanket. Your goal is to create brand cues that travel on their own. Here is how I approach it: • Pick two or three assets you can repeat everywhere: a color that is truly yours, a type system with character, a photography or illustration style, a layout rhythm, a tone of voice people can quote. • Design every touchpoint to feel like you even if the logo falls off. Test it. Cover the logo on a slide or ad. If it still feels like your brand, you are doing it right. • Place the logo with intent. Clear, consistent, same size rules, generous breathing room. Signature, not wallpaper. • For early stage companies: keep the logo present on high intent pages and sales materials, then let brand cues carry the storytelling on social, content and campaigns. People remember patterns faster than they remember names. Distinct color, shape, type and tone create memory hooks. Repetition builds trust. Overexposure creates banner blindness. The logo is not the brand. The logo is the receipt. Curious to hear your take: where do you see logos overused, and which brands do you think nail recognition without shouting? #BrandStrategy #VisualIdentity #DesignThinking #Marketing #BrandingTips

𝗕𝗿𝗮𝗻𝗱 𝗰𝗼𝗹𝗼𝗿 𝘃𝘀 𝗥𝗮𝗶𝗻𝗯𝗼𝘄 𝗽𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴. One builds brands. The other breaks them. And most teams choose wrong. The “rainbow strategy” for variants looks creative. But it’s lazy design in disguise. Marketers think: → more colors = more choice Designers think: → more colors = more expression Reality? It fragments what matters most on shelf. 𝗬𝗼𝘂𝗿 𝗕𝗥𝗔𝗡𝗗 𝗕𝗟𝗢𝗖𝗞 Strong brands don’t just sit on shelf. They group. They signal size. They dominate. That’s not aesthetics. That’s how the brain works. We notice what looks big. We trust what looks popular. We buy what feels familiar. 𝗔 𝗯𝗼𝗹𝗱 𝗯𝗿𝗮𝗻𝗱 𝗰𝗼𝗹𝗼𝗿 𝗶𝘀 𝘄𝗵𝗮𝘁 𝗵𝗼𝗹𝗱𝘀 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿 𝗼𝗻 𝘀𝗵𝗲𝗹𝗳. Break that unity, and every pack fights alone. That’s the hidden cost of rainbow packaging. 𝗧𝗵𝗶𝘀 𝗮𝗽𝗽𝗹𝗶𝗲𝘀 𝘁𝗼 𝗲𝘃𝗲𝗿𝘆 𝗯𝗿𝗮𝗻𝗱. 𝗕𝘂𝘁 𝗳𝗼𝗿 𝘀𝗺𝗮𝗹𝗹𝗲𝗿 𝗯𝗿𝗮𝗻𝗱𝘀, 𝗶𝘁’𝘀 𝗯𝗿𝘂𝘁𝗮𝗹. You’re already fighting for attention. Fragment your shelf presence, and you disappear even faster. The best brands solve the tension: → One unifying brand color → One clear variant cue Both working together. Not one vs. the other. That's where most get it wrong. There's one rule: 𝗕𝗿𝗮𝗻𝗱 > 𝗩𝗮𝗿𝗶𝗮𝗻𝘁 Design for brand impact first. Clarity second. Because if you’re not seen, you’re not chosen. And if you’re not chosen, nothing else matters. Look at Coke. Look at Kraft Mac & Cheese. The question is simple: 𝗔𝗿𝗲 𝘆𝗼𝘂 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗯𝗿𝗮𝗻𝗱… 𝗼𝗿 𝗷𝘂𝘀𝘁 𝗮𝗿𝗿𝗮𝗻𝗴𝗶𝗻𝗴 𝗰𝗼𝗹𝗼𝗿𝘀 𝗼𝗻 𝘀𝗵𝗲𝗹𝗳?

Gen Z turns beverages into snacks – and packaging into a brand weapon Functional beverages are no longer a niche. They are becoming part of daily routines - driven by a new generation of consumers who expect more from what they drink. A sharp and insight-driven new industry report—published by Food Dive and developed by studioID for SIG Group - outlines how Gen Z and Millennials are reshaping the beverage landscape: - Functionality is the new baseline : Younger consumers seek more than hydration. They expect beverages to support immunity, stress management, focus, beauty, and gut health—often within a single product. Ingredients like ashwagandha, collagen, vitamin A, and flax seed are moving from niche to mainstream. - Beverages become snacks : 47% of Gen Z and 34% of Millennials use nutrition drinks primarily between meals. The demand is for compact, functional formats that fit busy, flexible lifestyles - snackable, not traditional. - Packaging becomes strategy : Aseptic, shelf-stable packaging - as developed by SIG - enables longer shelf life without refrigeration, preserves ingredient integrity, reduces transport costs, and opens new retail channels including vending, travel, and e-commerce. This technology supports product launches with lower risk and greater flexibility. - Sustainability is expected : SIG’s packaging combines forest-based paperboard and renewable plant-based polymers, with some solutions eliminating aluminum entirely. This reduces carbon footprint, supports circularity, and appeals to environmentally conscious consumers. - Design drives conversion : Consumers are drawn to functional packaging that communicates convenience, quality, and sustainability. As the report shows, attention to design increases trust and shelf impact—particularly in saturated categories like creamers and protein drinks. The report features expert insights from Yasmin Siddiqi (SIG Group) and Paige Leyden (Mintel) and is recommended reading for professionals across the beverage, FMCG, and packaging sectors. Source: The Next Wave in Beverages – published by Food Dive, produced by studioID for SIG A comprehensive guide to where beverage innovation is headed next. #beverageindustry #fmcg #retailinnovation #functionalbeverages #consumertrends #healthylifestyle #genzconsumer #millennialmarketing #nutritiontrends #foodtech #sustainability #asepticpackaging #snackification #plantbased #sigpackaging #readytodrink #brandstrategy #productdesign #packagingdesign #sustainablepackaging #foodmarketing #consumerpackagedgoods #ecommercepackaging #fooddistribution #retailstrategy #marketinsights #innovationstrategy #globalretail #switzerland #europe #studioid #fooddive

Prismatic Calm Asthetics: When efficacy is essential, but emotional reassurance is what builds loyalty For years, clinical beauty brands had two choices: look cold and scientific, or soft and emotional. Today, a new visual language is emerging, one that combines efficacy, trust, wellness, and optimism into a single aesthetic. Think minimal layouts. Soft rainbow gradients. Light diffusion. Subtle iridescence. Plenty of white space. Not playful in a childish way. Playful in a reassuring way. It's where science smiles >CONFIDENCE without intimidation Consumers don't want to feel like they're entering a laboratory. They want to feel like they're entering a better version of themselves. That combination is incredibly powerful for categories where trust matters. In all of these categories, efficacy is essential, but emotional reassurance is what builds loyalty +Dermocosmetics +Clinical-grade skincare +Medical aesthetics +Skin longevity brands +Beauty devices +Nutraceuticals and ingestible beauty +Women's wellness +Preventive health +Digital health and skin-tech platforms +Premium pharmacy brands +85% people are willing to pay more for brands they perceive as authentic and transparent +70% adults in developed economies now use at least one skincare product daily, and nearly half of global consumers actively prefer clean, transparent, science-led formulations >WHY this works Consumers are exhausted by complexity. They want products that feel advanced but also emotionally comforting. At the same time, "skinimalism" continues to reshape beauty behavior. Consumers are choosing fewer, better products and gravitating toward brands that communicate transparency and trust instead of endless routines and exaggerated promises. This creates the perfect environment for a new visual archetype Minimalism → delivers clarity. Gradients → create warmth. Rainbow iridescence → adds optimism. Soft light → signals wellness. Clinical typography → communicates efficacy. Bottom line Designing for joy and reassurance. The brands that thrive in this new landscape will be the ones that make people feel both protected and optimistic. Because confidence isn't just about visible results. It's about removing anxiety. Reducing friction and creating trust. Is your brand ready for this? Featured brands: Biolab Biopharma CELLSY CHRXMa Halo Hydrä Innes Nutrition & Recovery Kale Nutriglow Talmo ubu gohan White Truffle #beautybusiness #beautyoindustry #beautyprofessionals #beautytrends

Soft Sell. Scroll any trend feed and it's the same visual diet. Translucent gradients, fruit that looks one poke away from wobbling off screen. Easy to write it off as a Gen Z aesthetic, but it's everywhere. Rounded shapes, glossy surfaces and translucent colour read instantly as sweet, fresh and easy. Beauty got there first with dewy "glass skin", pillowy compacts and bottles that look like gelatin capsules you could almost bite. Food and drink are catching up, not just with better fruit photography but with packaging that takes cues from confectionery. Think jelly fruits. Squeeze, bite, pop. Texture does half the work before taste kicks in. Swollen forms, bursting centres and glossy skins already tell your brain "juicy" before you've opened anything. TikTok pushed it even further. Jelly fruits became performance content. The squeeze, the wobble, the sound, the pop. Half the appeal sits in the sensory build-up before the flavour even lands. Designers everywhere are picking it up. Furniture, product, even hardware, all borrowing soft curves that look like they might give, even when they don't. Caps echo gummy shapes, bottles make liquids look thicker than they are, and something functional starts edging toward edible. Digital keeps feeding the loop. Jelly art, glossy highlights, wet reflections, everything tuned to look hydrated and bouncy. Spend enough time around that and anything flat or rigid starts looking weirdly dry. You can see it in packaging. Small cues that change how something comes across in the hand. Soft-touch finishes take the edge off rigid plastic, slightly inflated forms feel fuller than they are, surfaces catch light like something with moisture still sitting on them. You can borrow from jelly without turning the whole thing into a toy. Jollie picks up on that. A hydration brand built around fruit-based jelly sticks you squeeze rather than sip. The sticks carry that soft, juicy language without overdoing it. Rounded type, saturated colour, fruit closer to gel than illustration, and a wordmark that keeps that sense of give while still holding together cleanly. Light, fresh and slightly addictive. Exactly the territory they're aiming for. Beauty, hydration and flavour wrapped into something that looks like it might wobble if you pressed it. Soft sell. Hard pull. 📷@Daria Shaiin

So you want to do brand advertising to increase awareness and consideration... what's the best way? Turns out 81% of B2B video ads are burning your budget. Zero brand recall. That's what happened when researchers tracked 770 professionals watching 109 real LinkedIn video ads in a lab setting. The reality? Your ad stays in feed for 12.3 seconds, but gets looked at for only 3.7 seconds — in short micro-bursts, not continuous attention. Here's what actually works (backed by 350 hours of eye-tracking and neurometric data): • Brand in the FIRST SECOND. The first 4 seconds determine everything, but cognitive load peaks immediately. After that window closes, the brain checks out. • Keep logo on screen at all times. Let there be no confusion who the advertiser it. • Repeat your brand name 3+ times. This lifted correct brand ID from 32% to 48% with NO drop in likeability. • Keep videos under 10 seconds. Shorter spots generated higher recognition than 18+ second ones. Extra seconds dilute rather than deepen. • Your brand color isn't enough. Dell's signature blue triggered Microsoft recall twice as often as Dell. Cloudflare's orange cued Amazon more than Cloudflare. • Sound matters more than you think. Only 8% of sessions were sound-on, yet those moments produced the sharpest spikes in neurometric engagement. The most counterintuitive finding? "Over-branding" doesn't exist. More branding actually RAISED likeability scores (5.5 vs 4.9) while cementing brand recall. Don't overthink this. Brand early. Brand often. Keep it short. Add a sonic cue.

Brands don’t get “a shot”. They get a slot. A memory slot. And far fewer are available than most marketers would like to believe. Most new content is lost quickly. Around 50% of information is forgotten within 24 hours. (Source: Noba Project, BrainFacts.org, CNS Nevada) What sticks isn’t what’s loudest. It’s what’s emotionally specific, distinct, and reinforced. Here’s why that matters: - 95% of purchase decision-making happens unconsciously (Zaltman, Harvard Business School) - Our brains encode emotion-rich memories with far higher priority (Dolcos, Cabeza, Phelps) - Brand preference isn’t rational. It’s retrieval-based, filtered through existing memory traces In short, if your brand isn’t memorable, it’s forgettable. And forgettable brands don’t get bought. The job of experience design isn’t delight. It’s recall. Context over content. The question isn't ego or entertainment, rather engineering emotional anchors. What Daniel Kahneman calls “memory peaks”. These guide future decisions. The real asset isn’t engagement. It’s long-term memory encoding. If you want CLV, you need MTR: Memory Trace Retention. Make it: - Emotionally meaningful - Contextually distinct - Neurologically easy to retrieve Stop chasing attention. Start building mental availability. If your brand can’t be remembered, it won’t be chosen. #brandexperience #consumerpsychology #storydoing #branding

Ever wondered how brand designers turn a brief into a striking brand identity? How about a peek into my creative process when I redesigned the Athletic Club logo into a real Athletics Club last year! 🏆🖊️ 𝗦𝗲𝘁 𝘁𝗵𝗲 𝘁𝗼𝗻𝗲 ✍️🤝 First of all I decided on the vibe of the brand, aiming for it to be a luxurious and contemporary but vintage-inspired brand, that fit alongside upmarket tennis or golf clubs. I built a moodboard that fit this idea and used this as a basis for the project. 𝗦𝘁𝗮𝗿𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴! 🖌️🚀 Using my moodboard I quickly started experimenting with an idea that used a monogram of the letters A & C, monograms are a fantastic way of bringing an authentic and grand feeling to the brand, whilst maintaining modernity. Using other similar designs as guidance I tested a variety of ways of combining the letters, adding serifs and utilising negative space to create a slick and ornate design. 𝗙𝗶𝗻𝗲-𝘁𝘂𝗻𝗶𝗻𝗴 🔍🔧 Once I was happy with the concept, it was time to refine. Checking spacing, legibility, colour and usability to ensure that it would work across a multitude of scenarios and contexts. 𝗕𝘂𝗶𝗹𝗱 𝘁𝗵𝗲 𝗯𝗿𝗮𝗻𝗱 🛠️⚙️ Branding doesn’t finish with the logo, it extends to all facets of a brands reach; including OOH, social media, packaging, apparel and so on. So to truly bring this brand to life I called back to the moodboard and used it to create a series of mock designs. Showcasing how the brand can come together in the real world can help take your projects to the next level. ➡️ With passion projects it’s easy to cut corners and not go through the motions. But sticking to a process can help to practice for real projects as well as create a project that could get you your next commission. Do you follow a similar process with your own projects? --- #smsports #brandidentity #branddesign