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#TransformTuesday: 29 November

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Every week, Transform examines recent rebrands and updated visual identities. This week’s picks are below. For more from #TransformTuesday, follow @Transformsays


Fit Kit, a shower gel concept developed by former head of global product innovation at Danone and Nestlé, Jeremy Carson, has been updated by creative communications agency, INITIALS. Available in three varieties which specifically target post-exercise muscle and skin problems, Fit Kit is aimed at consumers with little time to shower, as well as to treat body aches. Originally sold under the 100 Bodycare, the identity developed by INITIALS aims to appeal to all genders while targeting the ‘time-poor’ market. Jeremy Carson, founder of Fit Kit, says, “Convenience is right at the heart of our brand essence. INITIALS’ design captures this perfectly – its lightweight, elegant packaging clearly communicates the Fit Kit brand’s USPs.”


In the latest addition to unique retail ventures popping up across London, Hipchips is a shop and café offering a choice of gourmet crisps with sweet or savoury dips. London-based branding agency, Ragged Edge, led the development of Hipchips’ visual identity. Using the concept of ‘Fresh traditions’, Ragged Edge focused on making the everyday staple food of crisps into a gourmet food offering. In utilising classic British patterns such as deep red and pinstripe in its design cues alongside British phrasing across the restaurant’s serviettes and other collateral, the agency hopes Hipchips will appeal to a ‘Millennial audience.’ Max Ottignon, co-founder of Ragged Edge, says “We believed that by building an experience into every element of the brand, we could give Hipchips real cut through. The end result is a disruptive, premium brand with substance derived from its powerful quality story.”


Danish designer Bo Linneman, executive design director and founding partner of Danish communications agency Kontrapunkt, has updated the ideogram used to depict international co-operation movement, the Nordic Council….

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