The Glenrothes 18-year-old is the latest pillar of The Glenrothes rare whisky portfolio all deeply connected to The Glenrothes private estate in Speyside in Scotland. It follows the successful launches of The 25 and The 42 last year.

Lewis Moberly was briefed to design The 18-year-old bottle and gift carton. The key objective was to build on the familiarity of The Glenrothes iconic bottle and celebrate the whisky within. The 18-year-old gift box pack structure also needed to elevate to align closely with the recently launched 25-year-old whisky packaging.

The evolved Glenrothes bottle introduces a taller, elegant body profile. The straight neck allows the precious liquid to pour more smoothly. The Glenrothes Master Whisky Maker, Laura Rampling, lends her handwritten tasting notes to gild the clear front label. Lewis Moberly has designed a bespoke gift secondary canister featuring a dual layered turning cylinder that opens to reveal the whisky within. The new structure enables the bottle to be proudly displayed within its gift box.

The secondary canister design for the 18-year-old is based on the new 25-year-old structure developed on the principle of using paper, card, and pulp-based materials only.  No plastic, metal, or leather.  With minimal use of foil, the new core structure is 100% recyclable.

Mary Lewis, Creative Director at Lewis Moberly commented: 

“The aged range has developed by building on assets and creating a strong, seamless, presentation. A base of underlying purple heralds new life within The Glenrothes grounds and the emergence of spring. Bright copper accents celebrate the distillation from a raw essence into new, make spirit through the unusually tall stills — an influence which poises the whisky for 18 years of evolving transformation.”

Wendy Espie, Global NPD Manager, The Glenrothes added:

“As a key pillar of The Glenrothes portfolio, The 18 deserves a plinth on which to be presented. The new Lewis Moberly cylindrical canister – a stylish reinterpretation of the casks in which our liquid luxuriously matures – offers just that. The contours of the outer pack are a nod to the location of The Glenrothes Estate in Rothes, Speyside; whilst the twist playfully reveals the whisky inside.”

Source: Lewis Moberly

But Signature’s brand, while strong and innovative at the time it was created in the mid 2000s, became somewhat of a standard look and similar voice to local and national professional theater peers in recent years. With the appointment of its new Artistic Director Matthew Gardiner leading the company alongside longtime Managing Director Maggie Boland, Signature decided the time was right to undertake a brand refresh in order to to better reflect what the company represents today and where it will be in the future. Signature partnered with creative marketing agency Yes& to sharpen its story and provide it with a more contemporary and cohesive design system.

The strategy that shaped the re-brand emerged from the most extensive audience research initiative Signature had ever undertaken. The four-month process included a brand audit, a digital ecosystem audit, staff and board workshops, quantitative and qualitative research with audiences and donors, and peer and aspirant analysis of theatre organizations in the U.S. and London. 

Yes& created a positioning that enabled Signature to go beyond marketing the category of live theatre or the appeal of a particular show. The new positioning was centered on the power of proximity: at Signature, the stage is never more than 10 rows away (about 45 feet) from your seat and there’s no curtain line to hold audiences at a distance. It’s one of the most magical, intimate and artistically demanding performing spaces in America—where audiences and performers feel and see that they are in community with each other.

Research also affirmed that Signature Theatre was unusually “customer obsessed.” While Signature held itself to the highest standards of artistry, audiences appreciated how it strived to make theatergoing feel easy and inclusive.

Yes& summed up the brand and its offer to audiences with the tagline, “The best place to experience musicals in America. By any measure.” 

The new logo translated the brand strategy visually by joining the words “Signature” and “Theatre” with the common center letter, A. This overlap represents connection and collaboration: between audience and performers, between performers and physical space, and between the performers themselves.

The new design system matches this excitement with vibrant, saturated colors and custom letterforms that reflect the spectrum and originality of Signature productions. Texture plays a key role in the brand identity, borrowing from the “street style” of traditional wheatpasted show bills. The subtly gritty look communicated that Signature was a place that lowered barriers between audiences and a memorable experience.

“Yes& took the time to get to know us and really understand Signature’s vibe and ethos from all perspectives – audience, staff, artists, and community,” said Signature Theatre’s Director of Marketing, Jennifer Buzzell. “It was through this detailed work that they absolutely nailed who Signature is, and importantly what Signature strives to be.”

Source: Yes&

Branding and design agency NOT Wieden+Kennedy today unveil their latest work, a comprehensive design system and new visual identity for leading freelance talent platform Upwork.

After a competitive pitching process, Upwork appointed NOT Wieden+Kennedy to evolve its visual identity. The goal of the project was to enhance global brand awareness and differentiation through a more cohesive and consistent brand and product experience for its customers, where everything – from social posts to the click of ‘project completion’ in the product – would feel uniquely Upwork.

‘A new dimension of work’ is the concept at the heart of Upwork’s refreshed visual identity. This concept reflects a world where work works for everyone—where companies gain agility through access to top talent and ideas globally, and where work fits into people’s lives, rather than the other way around. 

To capture this vision, the new visual identity is sleek, minimalist, and purposefully designed to convey a constant sense of forward momentum and growth. This is done through a new typographic system with dimensional treatments, created with a purpose-built fluid grid system that allows endless permutations of shape and image – appropriately embodying the flexibility of the future of work.

The visual update strengthens cohesion across customer touchpoints by refining the brand colours. The palette has been streamlined to increase brand awareness and create a more unified experience while adding depth and dynamism that differentiates Upwork from its competitors. Touches of glimmer have also been added for additional invigoration and energy.

To reflect a world of work that never stands still, motion behaviours are also present throughout the new visual identity. The grid system animates to react to content and messaging, and the typography creates a sense of looking into the future. Meanwhile, the colour is now on a gradient rather than a static colour, so that it’s always in motion itself.

Over the course of 18 months, the teams worked closely, with the agency conducting interviews with employees and customers, and reviewing hundreds of brand touchpoints. The new identity has been rolled out across select surfaces and will soon appear across every customer and company experience, bringing a unified look and feel to every interaction.

Bryan Harvey, Group Creative Director, Upwork comments: “When creating this design system we wanted to create something that spoke to the vision of Upwork. That meant creating a suite of design tools and principles that could express the essence of our brand in a multitude of beautiful ways, while also driving consistency across every place you experience it. We are so excited to have this design system foundation that we can layer on top of all the brilliant creative ideas and thinking that will drive the future of innovation and business for Upwork.”

Adam Rix, Head of NOT W+K comments: “Upwork is an incredible business, and we’ve been inspired by both what they stand for and the incredible talent of the team we’ve collaborated with. Not content with just a better world of work today, Upwork is building a better future of work every day – a world of work that is fluid and adapting to people’s needs. It’s been a privilege to bring this vision to life through our platform of ‘A New Dimension Of Work’, and to create a visual identity where every element we’ve designed brings this to life.”

Source: NOT Wieden+Kennedy

Yes& unveiled a bold new look and brand platform for the Community College of Philadelphia (CCP), launching a comprehensive rebrand, campaign and website redesign.

The new tagline, “Rise from Within,” logo and design elements aim to reframe the college’s identity as one that empowers students to become catalysts for change in their families, communities and the city of Philadelphia itself.

It’s a major shift for CCP, the largest public institution in Philadelphia, which has faced declining enrollment due to demographic challenges, pandemic impacts and misconceptions about community colleges. The last brand update was in 2006. With this campaign, CCP sought to move beyond the transactional and develop a brand that embodied the transformational power of education on both individuals and the city at large.

The campaign, created over two years, positions CCP as more than just a college—rather, as a movement and a lifestyle brand. The new logo, a bold “P” that represents Philadelphia, is a symbol of individual and collective strength, drawing inspiration from both the college’s historical architecture and its modern aspirations. The tagline, “Rise from Within,” calls on students to recognize their own power to lift themselves and their city.

To celebrate the launch, CCP threw a block party on the main campus and lit up landmarks such as One Liberty Place and Boathouse Row with their new colors and logo. The rebrand has already been widely covered by Philadelphia media, marking the beginning of a new era for the college and its role in shaping the future of the city.

With this new look and message, CCP aims to attract new students—particularly those who have been historically underserved by higher education—and reinforce its commitment to social mobility, equity and opportunity in Philadelphia.

Source: Yes&

Award winning brand and design consultancy Elmwood London announces today that it has doubled the size of its strategy team as it looks to significantly grow its healthcare and consumer-focused brand partnerships.

The latest to join the team in London is industry visionary Jade Horton as Strategy Partner. Originally from New Zealand, Horton’s career has seen her work across Europe and North America with many of the world’s leading agencies and brands. 

She started her career in advertising, working for the top networks, including WPP and Omnicom, before stepping into the world of branding and design. Horton joins Elmwood from Bristol-based agency, Taxi Studio, where she worked with leading healthcare and consumer brands like Nestle Health Science, Carlsberg and The Coco-Cola Company. She also previously worked at design agency, Bluemarlin.

“There was a very long list of brilliant things that made us want to hire Jade,” says Deborah Stafford-Watson, Head of Strategy at Elmwood. “She is a proven strategic powerhouse who has developed innovation strategies and design visions for top blue-chip brands, transforming perceptions of what design can achieve for a business.”

Elmwood London has a growing roster of leading healthcare brands including E45, Panadol, Voltaren, Advil and Otrivine. The studio was responsible for creating the award-winning brand identities for Hana and Opill, the first over-the-counter birth control pills for the UK and the US respectively.

“Whether it’s the medicine we take, the health supplements we drink or the health apps we download, branding in healthcare is first and foremost about designing for people,” said Jade Horton. “Elmwood understands this perfectly and is ideally placed to thrive in the next chapter of growth of health and wellness. It’s a true honour to be joining the team.”

Alongside Horton, Elmwood London recently appointed three highly respected Strategy Directors to the team. Amy Lee Stewart joined Elmwood from Interbrand in New York, where she was Associate Director and where she worked with brands such as Alkermes, IBM Watson and Samsung. Stewart has extensive experience of working with blue-chips and start-ups in the health, wellness and technology sectors, and is respected for her skills in brand positioning, brand architecture, identity and experience design.

Stewart is accompanied by Emily Stirling, who was previously Senior Brand Strategist at design agency, ORCA. A leading expert on how to translate brand definition into actionable creative platforms, Stirling has worked with major global businesses such as Procter and Gamble and Unilever. She has a passion for building purpose-driven brands that enhance health and wellness and is the founder of organic skincare line, Hale Organics.

Rounding out the team of Strategy Directors is Isobel Grad, who joined Elmwood London from semiotics and cultural analytics insight agency, Sign Salad, where she was a Director. Grad is a renowned cultural analyst and semiotician and has worked with many of the world’s leading brands, helping them to understand how to turn culture and consumer behaviour into actionable strategies for brand and design.

“With the addition of Jade, Amy Lee, Emily and Isobel, we’re blending new skills and perspectives with fantastic experience to elevate our strategy offer in the London team and help unlock new growth opportunities for our clients across our corporate, consumer and healthcare pillars,” added Stafford-Watson.

Source: Elmwood London

Leading digital marketing business Jellyfish today announces a partnership with one of the world’s most iconic airlines, Japan Airlines, to create an entirely new look and feel for the brand.

Jellyfish worked alongside the airline’s international marketing team to develop a new graphic system that expands the power and flexibility of the brand’s visual identity for audiences outside of Japan. 

Inspired by the brand’s future direction, and with a brief to align its tradition and unique culture, Jellyfish was responsible for creating:

• An updated tone of voice reflecting Japan Airlines’ commitment to providing exceptional experiences, reliability and Japanese hospitality
• An entirely new design system comprising different graphic elements that make brand assets distinctive and memorable – including the introduction of the Japan Airlines dot pattern, inspired by the Japanese flag and Japan Airlines’ iconic logo. As a mnemonic device, the patterns offer a memorable cue for the brand and create a sense of movement through a series of dots that can scale and adapt in infinite ways. The dynamic patterns can stand on their own, overlay onto simple backgrounds and imagery – and act as a graphic device to transition between imagery, text, color and video
• Logo lockup updates to ensure consistent use and fit for digital applications, whilst retaining its heritage
• A new approach to typography including a new brand typeface, Aksen, inspired by the dynamic curves of the Tsurumaru, Japan Airlines’ iconic logo. Its swooping forms and wide stance evoke both the golden age of jet travel and a focus on a positive future
• The introduction of new iconography and illustration that complements and aligns with Japanese culture, inspired by the curves of the crane, as well as the variation of the thick and thin strokes present in brush calligraphy
• A simplified brand color palette
• Fresh photography direction

Minako Kent, International Marketing MD, Japan Airlines, says: “Tradition and culture lie at the heart of our ethos, and we also recognize the importance of delivering a fresh, consistent look-and-feel for our customers across all channels and regions. We partnered with Jellyfish because of their agility and one-stop service in media, data, tech, and creativity — they fully understand the needs of brands in today’s world. Because of this, we’ve been able to reimagine our whole visual identity to create a world-class omnichannel experience befitting our iconic brand.”

Meanwhile, Michael Walsh Kirwan, VP Creative at Jellyfish, says: “Japan Airlines came to us with a significant challenge – to breathe new life into a storied brand that was due a refresh across global markets. We’ve created an entirely new visual identity that ushers in a new era of modernity, flexibility and dynamism for the brand, and we’re excited to see it rolled out on an international scale”.

David Heasty, Design Lead comments: “Collaborating with Japan Airlines on the redesign of their visual identity was a dream project. Each design element was carefully crafted to honor the legacy of Japan Airlines while infusing it with a fresh, contemporary energy that speaks to the spirit of innovation that is so core to the brand’s ethos. We embraced the challenge of reimagining the airline’s visual identity and exploring new possibilities to create something truly timeless.”

Key members of the Jellyfish team included Rich West, VP Creative and Experience; Tom Kelley, Client Partner; Elaine Choi, VP Client Management; Beth Lewis, Senior Project Director; Amy Crowther, VP Brand Strategy; and Ashley Niedringhaus, Content Director.

Source: Jellyfish

Elmwood New York, a leading design consultancy, reveals the story behind its comprehensive brand refresh for Horizon Organic, America’s pioneering dairy brand. This collaboration redefines Horizon Organic’s visual and verbal identity to strengthen its leadership in a competitive $86 billion market. The newly revamped brand identity has already garnered acclaim, being recognized for its “extraordinary creativity” at the prestigious Graphis Design Awards.

Horizon Organic teamed up with Elmwood to co-create a revamped brand that amplified Horizon’s pioneering voice while honoring its origins. Together, they crafted a modernized brand expression, rooted in the company’s original trailblazing spirit that began in 1991—when Horizon Organic led the charge in offering products free from antibiotics and growth hormones. The evolved identity reinforces the brand’s continued commitment to driving innovation and sustainability in the organic industry.

“It was a privilege to partner with Horizon Organic, a beloved brand that has long been a leader in responsible organic farming. Our mission was to honor its rich history while unleashing a vibrant vision for the future—one that sparks sustainability and innovation for generations to come,” says Meg Beckum, Executive Creative Director at Elmwood New York.

The project redefined Horizon Organic’s brand across all touchpoints, delivering a comprehensive overhaul that spanned everything from digital experience to packaging to shopper marketing. Every aspect of the brand experience was reinvented to ensure consistency, engaging today’s health-conscious and sustainability-driven consumers.

The dairy aisle is notoriously confusing with countless options making it hard for consumers to choose. Horizon Organic’s evolved identity introduces a new brand architecture that clearly organizes its vast product portfolio, simplifying the shopping experience and helping customers easily find the products they need.

“This ambitious brand identity refresh was about finding fresh ways to signal how the company is nourishing a healthy, happy future for everyone,” adds Meg Beckum. “We wanted to shape how the brand looks, sounds, and interacts with consumers, emphasizing the connections to the land, animals, and each other in our storytelling. At the same time, we aimed to simplify and showcase the impressive quality of Horizon Organic’s products and practices.”

In a crowded category where organic has become ordinary, Horizon needed to stand for more than delicious milk and happy cows. To do this, the creative teams crafted a voice that speaks with open-arms honesty, passionate conviction, and hopeful realism; and a bold brand story that sets a new standard for American food. The Horizon We All Share invites everyone to take a stand for our communal food future.

The visual symbol of the “shared horizon” is central to Horizon Organic’s new design ecosystem and serves as the foundation for all creative applications. This signature arc embodies Horizon Organic’s commitment to regenerative agriculture—expressing an interconnected food system that improves the health of the environment, livelihoods of farmers, and communities while producing nutritious food. In addition to connecting a whimsical world of pastoral illustrations, the new design asset adds structure and stand out at shelf. The repeating arc across packaging forms a brand block, helping consumers quickly identify Horizon Organic products amidst a multitude of competitors.

“Our shared horizon concept has unlocked a new fleet of storytelling experiences for Horizon Organic,” explains Meg. “It aligns beautifully with Happy the Cow, the brand’s beloved mascot, creating a meaningful and memorable brand world. Most importantly, it embodies a vision of connection, community, and inclusivity—where everyone plays a role in supporting healthier, sustainable food futures.”

As Horizon Organic strides into the future, it boldly redefines quality, innovation, and environmental health. The brand refresh, co-created with Elmwood New York, invites everyone to join in a daring commitment to sustainability. By engaging consumers with a shared horizon, Horizon Organic transforms the dairy experience into a collaborative mission. Together, they are reimagining a healthier food system that honors their roots while inspiring future generations. This is a call to action for a vibrant tomorrow, where every choice uplifts the environment, farmers, and communities.

Source: Elmwood New York

Ben joins JDO from Lewis Moberly, where he made a mark as Director of Strategy. His standout work includes the highly acclaimed global campaign for Appleton Estates’ 17-Year-Old Limited Edition Rum—featuring a ‘drop strategy,’ NFTs, and an immersive event in New York, that set a new benchmark for launch campaigns within Campari.

Prior to this, Ben worked client-side as Senior Design and Innovation Manager at Mars Wrigley, where he managed global initiatives for iconic brands such as Dove Galaxy and Maltesers. He also held the position of Head of Strategy at Path, further solidifying his reputation as a leader in strategic innovation.

Silk comments, “Ben’s background has given him a unique ability to integrate creative insight with analytical precision, making him an exceptionally versatile strategist with a deep understanding of design, innovation and execution. We’re excited to see how his expertise will propel JDO to new heights in delivering on its promise to ‘Create Belief’ across all touchpoints of the brand journey.”

“I’m thrilled to join JDO at such an exciting time,” said Ben Sillence. “The agency’s dynamic culture and commitment to pushing creative boundaries made it a great fit. I look forward to leveraging my experience to further elevate JDO’s strategic capabilities and foster lasting partnerships with our clients in the UK and beyond.”

At JDO, Ben will lead the UK strategy team in developing cutting-edge solutions that grow brands by being consumer-centric. He will also advance the agency’s thought leadership and trends intelligence, further solidifying JDO’s reputation as a leader in brand design and innovation.

Source: JDO

“All of our different offerings at Addison Group come down to understanding people,” said Addison Group Finance & Accounting President, Talent Solutions, Jay Houston. “We want to keep our talent solutions brand messaging and visuals focused clearly on what sets us apart as a business while communicating a clear and compelling vision to the marketplace.”

As the talent acquisition landscape becomes increasingly competitive, Addison Group’s enhanced digital presence ensures it remains a go-to partner for businesses seeking specialized talent solutions. To help assist with the brand refresh and website redesign, Addison Group hired VSA Partners, a creative and branding agency.

VSA then teamed up with Dapper and Associates to execute front- and back-end development that created a brand and user experience centered on what makes Addison Group so special: its people.

With eight brands across talent solutions and consulting services, along with 28 offices across the U.S., the brand refresh and website redesign are the latest steps the company has taken to show clients and candidates exactly why no one gets talent like Addison Group.

Source: VSA Partners

1: In 30 seconds or less, please tell us who you are, what you do and where you come from?

I’m Paul Jenkins, Managing Director of ThePackHub, a leading UK packaging innovation consultancy. We specialise in packaging trends and innovation, helping brand owners, retailers, packaging suppliers and more stay ahead via technical support and packaging insights. I’m originally from West London but now live with my wife and children in Finchampstead in Berkshire via Bristol.

2: What are the questions you are most often asked by clients?

The questions I’m most often asked by clients revolve around three key areas: sustainability, innovation, and regulation. Clients frequently ask how they can make their packaging more environmentally friendly, what the latest packaging trends are, and how they can stay ahead of competitors.

3: What are the biggest challenges your clients are facing today?

The biggest challenges my packaging clients face today are navigating sustainability pressures, adapting to regulatory changes, and managing cost efficiency. Many are struggling to meet ambitious and challenging sustainability goals while maintaining product protection and shelf appeal. Regulations like plastic taxes and extended producer responsibility (EPR) schemes add complexity and cost to their packaging strategies. Additionally, supply chain disruptions and rising material costs are pushing businesses to find innovative yet cost-effective packaging solutions.

4: What are you most excited about happening in the next 12 months?

I’m most excited about being part of ThePackHub‘s growth and the launch of new products and services over the next 12 months. We’re enhancing our offering with new and improved membership programmes, which provide even more value to our clients by giving them easy access to the latest packaging trends and IP insights. We’re also expanding our events and webinars, which will help boost our visibility. As the company grows, I’m looking forward to taking on the challenges of running a business, maximising our potential, and driving packaging innovation forward.

5: If you weren’t doing your current job, what would you be doing / what is your dream job?

I think I would like to be a professional marathon runner. I love the idea of my training being part of my paid day job and my 9 to 5 would just be all things running – eating, training and resting. The only challenge is that I’m not that fast and there would be no profit to be made employing me in that role!

Source: Appetite Creative