Author: Mimi Launder
Author: Polo’s packaging and logo was freshened up with “modern classic” in mind.
Keeping Polo fresh is tougher than it sounds. Polo’s holey shape stands out from the average mint, but its packaging was desperate a clean, simple refresh to keep up with both the times and the eye-catching look of the one-hole wonder it contains.
Bristol-based design studio Taxi Studio were drafted in to modernise Polo into a brand that will draw all eyes – the new, young and unacquainted, to older, more experience Polo lovers. With successful work for previous clients including Carlsberg, NESTEA and Clarks, there aren’t many better to entrust your brand with.
And the result is simpler, quieter and more consistent across products. It has the maturity of a brand comfortable in its skin, which no longer needs to scream and shout its way into customers’ minds. And we do think this new skin by Taxi Studio is a much more comfortable fit for the cool, calm flavour of Polos.
“Creating an all-white brandmark visually simplified the design to give greater stand out while keeping the iconic mint at the heart of the brand,” said Jonathan Turner-Rogers, Associate Creative Director at Taxi Studio. “The strong yet simple architecture enables the POLO brand to remain consistent regardless of flavour variant to create an impactful brand blocking effect.”
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