This evolution came early into the brand’s existence so we were keen to keep much of the original vision whist using the core ingredients in a much more expressive—and fun—way.

The octagon from the logo forms the basis of an abstract pattern used to integrate the brand aesthetic even further. It helps to knit imagery and type together as both a texture in its own right, or a framing device. This creates something more unique and own-able that can be used throughout all brand applications.