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The basic elements of the
selected Express identity had been around since the sixties.
Our challenge was to bring them alive and to create a modern,
universal brand that could hold its own in a fast-changing and
competitive market.
Our first step was to take the simple, mechanical flat elements
and give them a more dynamic three-dimensional manifestation.
Going further, we dropped the word ‘Dairies’ from
the identity. This gave the company wider potential in a challenging
market, enhanced the simplicity of the new streamlined look
and gave the brand a more aspirational feel.
The new Express identity was to have a very wide range of
applications. We showed how it could be used creatively in
different manifestations, whilst ensuring that the new brand
remained the hero |
