Design & Packaging

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Some of WGSN’s radical trends for 2022

The firm paints a picture of brands dabbling with waterless washing, crypto loyalty, fermenting ingredients and smart textiles.

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2021 Brand of the Year: The MCHF’s rebel mindset

How the children’s hospital has overcome barriers charities have faced by embracing its bratty side.

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Hello Bello brings more fun to the diaper category

The baby brand expands its products to Walmart and Superstore with an eye towards the convenience parents want.

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Gud finds a less-aggressive voice for its sports drink

The brand moves away from the category’s “hulking-out” imagery to try to appeal to a broader audience.

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SunRype unveils recyclable, bendable paper straws

Lassonde is deploying simple messaging to highlight its expanding sustainability effort.

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Ricardo gets its prepped meals to pop on shelf

As part of a bigger back-to-school push, the culinary brand creates a visual platform that works across categories.

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SpongeTowels gets a new look with UltraPro launch

Following an earlier launch of a new brand platform, Kruger is supporting its premium paper towel with a full-scale promo.

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Kellogg sets a new ‘vector’ for its high protein cereal

A new design and digital campaign aim to move the brand away from high-performance and make it accessible to any active person.

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Lord & Lady embraces a colourful look for coffee

The roaster uses hand-placed stickers to invite customers brewing at home to learn more about coffee in an unpretentious way.

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RedHat takes a consumer-inspired approach to B2B marketing

Open-source Linux-based software isn’t the most accessible concept, so OneMethod took a different path to make it understandable for clients.

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The design trade-off between innovation and familiarity

John Bradley and Carrie Bradley ask if recent attempts to update what brands stand for is worth losing what consumers know and love.

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Up to the Minute: Burger King goes retro for redesign

Plus, Viral Nation hires a DDB vet and 1Milk2Sugars adds two cruelty-free beauty clients.

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TVA’s rebrand is all about understanding Quebec

The broadcaster finds its role in a disrupted media landscape and helps its new streaming service stand out from the global crowd.

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Who made the Design and PR AOY shortlists?

The first two sets of Agency of the Year nominees reveals which shops are competing for a spot at the top.

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Pigeon and Metro perk up their design challenge

Students from George Brown and College Salette will help give the grocer new insight into a category ripe for redesign.