HIGHLY COMMENDED: FMCG
Aiming to regain relevance with a younger audience without alienating brand loyalists, Taxi Studio took inspiration from the brand’s archives. POLO’s perfect and pristinely white ‘O’ – first seen on a pack from the ’50s – was extended to the full brandmark in order to simplify, iconise and increase shelf standout.
Taxi Studio also utilised POLO’s green to craft a drop shadow and add precision and brand presence across all variants. A striking burst of colour creates punchy range navigation, contributing to the overall brand blocking effect, and beautiful CGI renders of the sweets add the finishing touches to the new brand system.