Computer Arts - - Special Report - by Taxi Stu­dio www.taxis­tu­dio.co.uk

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.

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