The Harris-Walz logo gets a facelift, partners Liquid Death and Van Leeuwen, and Bolthouse brands
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This week, the Harris-Walz campaign subtly updated its logo, Liquid Death released a surprising new flavor, and Bolthouse unveiled a colorful reissue. Here are the brand news stories we follow.
Updating the Harris-Walz campaign logo
News: Last weekend, the Harris-Walz logo got a touch up—but you probably didn’t notice. The changes are so subtle that they don’t register with the naked eye. If you look closely, they make the logo symmetrical. Baby botox for political brands.
Main image: Small tweaks such as centering the crossbar on the “H” addressed some of the initial concerns from design critics, who noted the imbalance in the original look. Renowned typographer Jonathan Hoefler, who designed the Gotham typeface used by the Obama campaign, called the adjustment a “haircut.” And it’s a good sign of the overall tenor of the Harris-Walz campaign design: Moving at breakneck speed, reinventing itself over and over again, and staying flexible to change.
Why it matters: Aside from highlighting this particular campaign, the slight facelift of the logo shows how important political branding is in shaping public opinion. When two simple words need to express stability, reliability, and forward-looking vision, every millimeter counts.
TURNING DEATH AND VAN LEEUWEN CRACK OPEN SUNDAE WATER
News: Move over lime, grapefruit, and berry: The next sparkling water flavor is the hot fudge sundae. At least, that’s what Liquid Death wants you to think. The brand’s new collaboration with Van Leeuwen is exactly that—20-calorie flavored ice cream water. Yum?
Main image: Liquid Death has pioneered entertainment in the beverage industry. The company’s marketing efforts are not so much about the product itself, but about cultivating a loyal following around a brand image that puts humor first. In a recent interview no Fast companyLiquid Death CEO Mike Cessario explained, “We are committed to being an entertainment company that makes money from drinks.”
Why it matters: Other companies are quickly picking up on Liquid Death’s strategy to monetize the drink, which raised $1.4 billion earlier this year. Its success suggests that stunt marketing isn’t going anywhere anytime soon. In fact, we may have Liquid Death to thank, in part, for water sold as beer, 7/11 hot dog water, and a company called Weird Water.
BOLTHOUSE FRAMEWORKS ARE THE LATEST SHOPPY SHOP DUPE
News: Bolthouse, maker of pre-packaged smoothies, juices, and baby carrots, has just released a colorful new name for its carrot portfolio. If parts of the new look seem familiar—like its font, colorful color palette, and general accessibility—that’s because they are. The rebranding takes after several notable private label CPG rebrands from the past few years, making it the latest dupe for the shoppy shop.
Main image: In 2019, Target released its Good & Gather food line, characterized by an eye-catching color palette and stylized graphics. And in 2024, Walmart released a private label, called Bettergoods, with its bold colors and bold branding. CVS relaunched its private label soon after. Good & Collectable, Bettergoods, and CVS’s WellMarket aim to position themselves as affordable and healthy. Now, Bolthouse is trading its busy, 2000s-esque logo for something that looks remarkably similar to the aforementioned examples.
Why it matters: Target, CVS, and similar branding strategies at Walmart show that, in order to be considered a premium brand, a CPG brand needs to play by certain design rules—and create associations with premium brands that the consumer may already be familiar with, such as DTC Brands. , which has relied on clear, colorful packaging design. It seems that Bolthouse has adopted a strategy.
MARSHALL’S REBRAND FINALLY STARTS
News: Marshall, a decades-old audio equipment manufacturer, is bringing rock ‘n roll sensibilities into the digital age with a complete redesign including its design program and website.
Main image: To begin with, the agency behind the rebrand, Barkas, decided to ignore Marshall’s brand name at all. Instead, they work to simplify the overall product plan into a small number of components in a box grid. With the brand’s web presence at marshall.com, Barkas has incorporated plenty of retro touches into the graphics and design, emphasizing the energy and feel that comes with the rock ‘n roll genre.
Why it matters: The redesign is a strong example of balancing an element of nostalgia with a forward-looking vision. Instead of conforming to the aesthetics of other modern audio equipment companies—which tend to have a low-key, understated look—it embodies a grittier, more colorful vibe that harkens back to Marshall’s early ’60s innovations in a modern way.
HOW MOURNING SERVICES DID ITS FIRST LEGAL COLLAB
News: In a new collaboration, cult favorite skin care company Soft Services and perfumer DS & Durga make bar soap delicious.
Main image: The two companies have recently teamed up to create a limited edition info bar with an identity that interprets both of their visual brands in a new way, rather than simply slapping their logos on the packaging. Its bright pink packaging, complete with intricately detailed illustrations of a fig and an eyeball, is meant to evoke the allure of a “sweet summer night.”
Why it matters: The new launch shows the power of visuals in selling a physical product online. Since customers can’t smell or feel the exfoliating bar for themselves, the photos have to do it all—conveying the texture, the scent notes, and the specific feeling just by photographing it. This is a prime example of doing that right.
It also marks Soft Services’ first collaboration, and the next chapter for the company as it looks to expand its customer base by 2024. (It also launched a partnership with Sephora in February, and is now part of its US stores. .) This is also a dip into the newly fragranced waters of DS & Durga, which is looking to develop its bar soap product category.
(Missed last week’s brand news? Here’s what happened.)
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