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Decathlon relaunches as a global sports brand with focus on 'Wonder'

Creative Boom

Global brand consultancy Wolff Olins has created a new visual identity for Decathlon, introducing a new brand icon known as 'L'Orbit' that expresses the brand's new purpose ', to move people through the wonders of sport.' I mean, would you have guessed it was the world's third biggest sports company? Us neither.

Sports 541
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Hotlist 2025: the 25 most popular design studios, as voted for by their peers

Creative Boom

Pentagram Founded in London in 1972, Pentagram is a global design studio run as a cooperative of partners, each leader in their own right. Hopefully, their work will inspire you too. We also loved their collaboration with Pink Floyd , which helped the rock band celebrate the Dark Side of the Moon's 50th anniversary in style.

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Free The Birds reinvents global cosmetics brand Avon for the world of 2023

Creative Boom

One of the world's biggest beauty brands needed a more consistent identity across all its global platforms. Those of a younger vintage, though, may be unaware that the cosmetics brand, originally founded in 1867, was a huge name throughout the 20th century, known for selling its make-up door-to-door. billion worldwide in 2020.

Brand 477
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New identity for cashmere brand Gobi is deeply rooted in Mongolian culture

Creative Boom

Gobi is well-known in its native Morocco but needed an extra push to expand its global presence. In 2007, it was privatised, and it now has two official branch stores in Berlin and Düsseldorf and 62 franchise stores globally. So they turned to global creative agency Mucho. This really distils what makes Gobi unique," says Rob.

Brand 461
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BrandOpus refreshes McCain's packaging portfolio

Creative Boom

BrandOpus has refreshed the design of McCain Foods' whole GB and EU packaging portfolio, which now includes a new bespoke typeface and printed brand assets. This latest project has seen the new brand assets introduced on pack across all products, from croquettes and chips to wedges and fries.

Portfolio 420
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Punk Not Junk: How&How's rebellious identity for a heavenly sweet brand

Creative Boom

How&How helps Wild Thingz build a category-defining rebel sweetie brand from scratch – something that pleases both parents and kids. And it's as fun and disruptive as you'd expect from the global creative studio. Enter Wild Thingz (previously Just Wholefoods), the latest star of How&How's branding efforts.

Branding 454
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Learn, create and network with global brand leaders at the Pentawards Festival 2023

Creative Boom

Offering top-tier networking opportunities with global brands, as well as a stellar speaker lineup, the Pentawards Festival is the perfect event for anyone working in design and packaging. And it promises to be a must-attend event for senior brand leaders, designers, marketers and design agencies.