Remove competitive-positioning
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Starbucks turns up the personality on Refreshers in China with a bold redesign by Marks

Creative Boom

The change aims to carve out fresh space in China's fiercely competitive ready-to-drink (RTD) market. RTD is a crucial sector for us to reinforce our coffee leadership position in China," says Catrina Xiaoyu Wang, senior manager at Starbucks China. "As With the RTD market booming, there's certainly no room for blending in.

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Playful branding for new country club summons the spirit of Caddyshack

Creative Boom

Brand positioning and visual concepts People People collaborated closely with co-founders Nathan Talbot and Ethan Stowell throughout the entire creative process. "Picklewood takes a page from Wes Anderson's playbook with the way it nods to the past while feeling fresh and creative."

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New identity for cashmere brand Gobi is deeply rooted in Mongolian culture

Creative Boom

We led strategic and creative workshops with the C-level executives and their teams to really understand how to position Gobi." Understanding the company's culture was just as important as understanding its competitive environment. Rob immediately fell in love with the people and the landscape of Mongolia. "We

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Proving B2B Can Be Beautiful: Base Design's new identity for the SCDH

Creative Boom

When Base Design's Geneva studio was brought in to work on the project, it soon realised that the way SCDH was seen across its communication materials and website would need a considerable refresh to better position the organisation as a research centre.

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The Collected Works and PRINT Magazine craft a new identity for PRINT Awards 2025

Creative Boom

One of The Collected Works' key goals was to move away from awards show clichs and from the clichs of awards and competitions in general. This fresh perspective positions the PRINT Awards as a forward-thinking institution that continually redefines how creative achievements are celebrated.

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Pentagram visualises cybersecurity in an original way for MIND

Creative Boom

Understanding that a strong go-to-market foundation is crucial for startup success, he recognised that brand identity would be key to MIND's competitive strategy. The approach reflects Eddie's understanding that clarity is a competitive advantage in complex technical categories.

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D&AD New Blood 2025: Emerging creatives take centre stage with ideas that challenge, provoke and inspire

Creative Boom

In a fiercely competitive field, nearly 6,000 entries poured in from 65 countries, judged anonymously by a panel of over 150 creative experts. In a world of glossy brand endorsements, the move stood out for its authenticity, positioning second-hand clothing as a legitimate and even aspirational choice at the highest level of sport.