AirUp offers a brand-new offering in the bottled water category: a bottle with a scented insert that you smell as you drink plain water, which tricks your brain into believing you are drinking flavored water. Its creators worked with Mother Design London to create a new identity for the innovative product.
The identity uses a palette of colors that suggest flavors, plus surreal photography that suggests the mind-game of the experience. Text is a mix of lower- and uppercase lettering, again tweaking the normal sense of life. The tilt of the new logo evokes the “bottoms up” action of drinking from a bottle.
https://www.fastcompany.com/91136444/air-up-scented-water-bottle-rebrand
Call it the Bumble fumble. The dating app’s recent rebrand did much more to upset people than achieve any marketing gains. Women in particular felt that Bumble was particularly tone-deaf when it came to understanding why they are frustrated with dating. They believe the “rebrand” was actually just a thin coat of paint on the old brand, not an actual improvement of the product or its delivery.
https://www.marketingbrew.com/stories/2024/06/05/what-went-wrong-with-bumble-s-rebrand