When a business has had a name like Squirrel since 1888, it makes perfect sense to host that same animal as your brand mascot. But nut company Squirrel had a mascot that looked like a taxidermied animal reproduced via a rubber stamp. So Straight Forward Design brought the animal back to life. The newly named Zip now roams freely around the wordmark and identity, pursuing and snacking on the company’s product.
Also bringing new life to the rebrand is a punny strapline, a fresh new color palette, and an Art Deco-inspired wordmark and package design. Everything was aimed at putting nuts back at the center of the design, as well as to help customers regard nuts in general and Squirrel products specifically as a valid gift option that could compete with such familiars as chocolates and flowers.
The founders of cocktail delivery service Drinkie had a simple brief for designer Chloe Legret as she created the fledging company’s new identity: “Make it look like the taste of joy.”
Legret’s solution, especially in its animated form, is an apt reflection of the service and its products. She used the actual, sometimes lurid colors of cocktails; curvy, lean-into-me lettering; and even an animated flex that references the drink delivery pouches as well as the effects of the drinks. The effect is fun and spontaneous, replicating the feeling a customer might get while ordering a new and likely delicious drink at a bar.