LINEA has introduced a brand identity that embodies the essence of quiet sophistication, built around precise lines, warm minimalism and refined spatial storytelling. The concept positions the interior brand as a study in restraint and clarity, where every detail is carefully considered to create harmony and calm.  

The identity is defined by its linear precision, using geometry not as decoration but as a structural language that guides the eye and shapes the experience. This approach allows LINEA to communicate a sense of order and balance, while avoiding the sterility often associated with minimalism. Instead, warmth is introduced through subtle textures, muted tones and an emphasis on spatial flow, ensuring the brand feels human and inviting.  

Spatial storytelling lies at the heart of the design. Rather than treating interiors as static environments, LINEA’s identity suggests movement, rhythm and narrative. The lines become pathways, the spaces become pauses, and the overall composition feels like a quiet dialogue between architecture and emotion. This narrative quality elevates the brand beyond functional design, positioning it as a curator of atmosphere and mood.  

By combining precision with warmth, LINEA achieves a rare equilibrium: a brand identity that is both disciplined and expressive. It reflects a philosophy where minimalism is not about absence, but about presence—about creating interiors that feel intentional, serene and deeply connected to the people who inhabit them.  

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In the heart of Armenia, where brandy has long been a symbol of national pride, the Proshyan Factory has taken a bold step forward. Tasked with creating a bottle of unique and distinguished quality, the design team turned to the very foundations of the factory itself for inspiration. The result is a vessel that is as much a tribute to architecture as it is to the spirit it contains.

The façade of the Proshyan Factory, a cornerstone of Armenian brandy tradition, became the guiding motif. Its structural presence, defined by clean lines and sharp details, has been translated into glass, giving the bottle a sculptural quality that feels both modern and timeless. This architectural influence ensures that the bottle is not merely a container but a statement of identity, rooted in place and history.

Generations of craftsmanship underpin the project. Armenian brandy has long been celebrated for its depth and character, and the new design seeks to honour that legacy while pushing boundaries. By embedding the heritage of the factory into the bottle’s very form, the brand reinforces its connection to the past while signalling a future of innovation and distinction.

The design philosophy is encapsulated in three guiding principles: architecturally inspired, historically grounded, and distinctly Armenian. Each element of the bottle reflects these values. The sharp edges and precise geometry echo the factory’s enduring presence, while the overall silhouette conveys strength and refinement. It is a bottle that speaks of resilience, artistry, and cultural pride.

For Proshyan, this project is more than packaging. It is a declaration of intent: to elevate Armenian brandy on the global stage through design that matches the quality of the liquid within. In an industry where presentation often defines perception, the factory has created a bottle that stands apart, a beacon of authenticity and ambition.

The unveiling of this design marks a significant moment for Armenian spirits. It demonstrates how tradition and modernity can coexist, how heritage can be reinterpreted without being diluted. The Proshyan Factory has succeeded in crafting not just a bottle, but a symbol—one that embodies the enduring spirit of Armenia and the artistry of its brandy makers.  

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Wild Turkey has unveiled a striking new series of collectible releases, created by Associate Master Blender Bruce Russell and brought to life through package design by Pearlfisher. This collaboration is steeped in heritage, drawing inspiration from the brand’s origin story while offering Bourbon enthusiasts a playful and engaging experience.  

At the heart of the design lies a powerful symbol: the turkey, illustrated mid-flight and facing downward, precisely replicating the orientation used on Wild Turkey’s earliest bottles. This detail is more than decorative; it is a deliberate nod to the brand’s roots, reinforcing continuity between past and present. Alongside this, the packaging features an historically accurate depiction of the Station Master’s House, a cabin situated on the distillery grounds. This architectural reference grounds the release in place and tradition, reminding collectors of the distillery’s enduring legacy.  

Pearlfisher’s design approach elevates the packaging beyond mere aesthetics. Each edition in the series will incorporate hidden Easter eggs, turning the bottle into a canvas of discovery. The inaugural Gold Foil Edition sets the tone, inviting Bourbon lovers to embark on a scavenger hunt that blends storytelling with craftsmanship. These playful touches encourage deeper engagement, transforming the act of collecting into an interactive ritual.  

Russell’s involvement ensures that the release is not only visually compelling but also rooted in the artistry of blending. His stewardship of Wild Turkey’s traditions lends authenticity to the project, while Pearlfisher’s creative vision introduces a contemporary edge. Together, they have crafted a release that balances reverence for history with a spirit of innovation.  

The collectibles are designed to resonate with both seasoned Bourbon aficionados and newcomers drawn to the brand’s narrative. By embedding heritage elements into the packaging, Wild Turkey underscores its commitment to authenticity. At the same time, the Easter egg concept reflects a modern sensibility, appealing to audiences who value experiences as much as products.  

This launch exemplifies how design can serve as a bridge between past and future. The Gold Foil Edition is not simply a bottle of Bourbon; it is a storytelling artefact, a piece of Wild Turkey’s evolving identity. For collectors, it offers the satisfaction of owning something rare and meaningful. For the brand, it reinforces its position as a custodian of tradition and a pioneer of creative expression.  

As the series unfolds, each new edition promises to expand the narrative, layering history with discovery. In doing so, Wild Turkey and Pearlfisher have created more than a collectible—they have crafted an invitation to explore, to connect, and to celebrate the enduring spirit of Bourbon.  

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Imuse has revealed a bold new chapter in its journey, unveiling a brand identity crafted in collaboration with The Circle – Branding Partners. The project, developed for Vietnam Kirin Beverage Company, Limited, represents a fusion of scientific credibility and youthful energy, designed to capture the imagination of a new generation of consumers.

The refreshed identity reflects Imuse’s dual commitment to innovation and accessibility. By blending a scientific mindset with vibrant dynamism, the design positions the brand as both trustworthy and contemporary. The Circle’s approach was to create a visual language that feels fresh and modern, while ensuring it communicates the brand’s core values of health, vitality, and confidence.

The new look is characterised by clean, modern typography, energetic colour palettes, and dynamic visual elements that convey movement and life. This aesthetic aims to resonate with younger audiences who value authenticity and creativity, while also reinforcing Imuse’s scientific foundation. The result is a brand identity that feels both credible and exciting, bridging the gap between rigorous science and everyday lifestyle appeal.

For Vietnam Kirin Beverage Company, Limited, the project underscores a strategic ambition to strengthen its presence in a competitive market. By embracing a design that is forward-looking yet grounded in scientific trust, Imuse is positioning itself as a brand that not only delivers functional benefits but also inspires emotional connection.

The collaboration with The Circle highlights the importance of design in shaping consumer perception. Rather than relying solely on product attributes, the new identity creates a holistic brand experience that speaks to both the rational and emotional needs of consumers. It is a reminder that in today’s marketplace, design is not just decoration but a powerful tool for storytelling and engagement.

As Imuse steps into this new era, the brand identity serves as a beacon of its vision: to combine science and style in a way that feels relevant, inspiring, and enduring. The project is a testament to the power of creative partnerships in redefining how brands connect with audiences, and it sets the stage for Imuse’s continued growth in Vietnam and beyond.

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Boutique consultancy Love & War has announced the official launch of its brand identity work for Shaver Hall, a new culinary and cultural destination within the historic Lord & Taylor building on Fifth Avenue. The project reimagines the storied 1914 flagship as a vibrant hub where food, performance, and New York’s creative spirit converge.  

Shaver Hall sought a branding partner with deep knowledge of New York City’s neighbourhoods and experience in adaptive reuse, capable of infusing the landmark with contemporary relevance. Love & War responded with a brand inspired by the building’s architectural pedigree and by Dorothy Shaver, Lord & Taylor’s pioneering former president. Shaver’s legacy of innovation and artistry provided a powerful foundation for the project.  

“From the start, our challenge was to honour the building’s extraordinary history while creating something vibrant and modern,” said Peter Tashjian, Partner at Love & War. “Naming the food hall after Dorothy Shaver allowed us to connect the project to an inspiring figure who championed creativity, design, and the arts. Shaver Hall’s branding reflects that same spirit – classic in its foundation, but with a contemporary pulse.”  

Working closely with the development team, Love & War delivered a comprehensive identity system encompassing brand strategy, naming, visual identity, signage, and materials. The design language captures the layered character of the landmark while reflecting the energy of the city. Jack Gibbons, CEO of FB Society, parent company of Shaver Hall, praised the collaboration: “Love & War helped us create a brand that honours the history of this landmark building while introducing Shaver Hall as an entirely new experience for Midtown Manhattan. Dorothy Shaver’s story gave us a powerful foundation. The result respects the legacy of this building while bringing new energy to one of New York’s most storied addresses.”  

Shaver Hall itself is conceived as a multifaceted destination. It features curated culinary concepts, a grand central bar, and two full-service restaurants. Among them is TALLOW, a new steakhouse branded by Love & War, occupying the corner of Fifth Avenue and 38th Street in a space once home to legendary jeweller Black Starr & Frost. Beyond dining, Shaver Hall’s central stage will host live performances, cultural events, and creative showcases, continuing Dorothy Shaver’s tradition of merging commerce and culture in imaginative ways.  

The launch of Shaver Hall marks a significant moment in the adaptive reuse of one of New York’s most iconic retail addresses. By blending heritage with modernity, Love & War has crafted a brand identity that not only honours the past but also positions Shaver Hall as a dynamic new chapter in Midtown’s cultural and culinary landscape.  

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Henkell Freixenet has once again turned to Hunt Hanson to shape the future of its brand portfolio, this time with the launch of Freixenet Solare. The new aperitivo represents a significant step for the global sparkling wine leader, moving into one of the fastest-growing drink categories worldwide. With aperitivo culture flourishing as consumers embrace daytime social rituals and spritz cocktails dominate menus, Solare arrives as a natural extension of Freixenet’s Mediterranean heritage.  

Hunt Hanson’s challenge was to create an identity that could stand confidently within the aperitivo category while retaining the authority of Freixenet. The result is a brand world that radiates warmth, joy and sophistication. At its heart lies a distinctive wordmark set in an Art Deco–inspired typeface, framed by sun rays that evoke both Mediterranean ease and the golden age of cocktails. The towering glass bottle is sculpted with rising sun motifs through its shoulders, while bold Freixenet debossing anchors the design in heritage. A deep blue label cuts through the vibrant yellow palette, balancing exuberance with refinement.  

Nick Hanson, Founder and Creative Director at Hunt Hanson, explained: “Our challenge was to take Freixenet somewhere new without losing the confidence and credibility the brand is known for, while allowing Solare to speak in its own voice. Mediterranean sunshine runs through the bottle vertically, flowing from cap to base. The sun symbol itself is born from Freixenet’s iconic ‘X’, weaving the new expression back into the masterbrand’s DNA.”  

The wider brand world is equally evocative. Yellow-led visuals paired with Spanish lemons and sprigs of rosemary deliver instant appetite appeal, while blue accents add freshness and sophistication. Photography codes Solare firmly for daytime occasions, positioning it as aspirational yet accessible, refreshing and rooted in the Spanish Mediterranean lifestyle. Crafted with 100% natural Spanish lemons and rosemary, Solare invites drinkers to “Taste the Sun” in every sense—through its name, design and experience.  

Consumer insight played a central role in shaping the brand. From concept and naming through to packaging and liquid development, every stage was tested and refined to ensure Solare resonated emotionally as well as visually. The result is not only a distinctive identity but an aperitivo experience consumers genuinely enjoy.  

“Solare marks the start of an exciting new chapter for Freixenet,” said Sergi Claramunt, International Marketing Innovation Director at Henkell Freixenet. “Stepping into the aperitivo category feels like a natural evolution for us, rooted in our Mediterranean heritage and expertise in shared social occasions. Solare carries the warmth of the Mediterranean sun, brought to life through a brand full of character and promise by Hunt Hanson. The result is a distinctive and elevated aperitivo experience, developed with consumers at its core.”  

The launch is supported by the “Taste the Sun” campaign, inspired directly by the brand’s radiant identity. A non-alcoholic variant will follow this summer, extending Solare’s reach to even more occasions and reinforcing Freixenet’s ambition to lead in the vibrant aperitivo category.  

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Casa Pradera has unveiled a brand identity that transforms its nail spa and wellness space into a sanctuary where self-care, art, music and community converge. Designed to feel as comfortable as home, the identity is rooted in warmth, artistry and connection, offering a handcrafted experience that extends beyond beauty.  

The logo, drawn entirely by hand, gives each letter an organic and distinctive character, while a series of illustrations—flowers, fluid forms and decorative motifs—bring the brand’s creative spirit to life. Built around the metaphor of a meadow, the concept reflects a place where beauty and community can flourish freely, guided by the welcoming phrase: “Make yourself at home.”  

A flexible graphic system combines the custom wordmark, illustrations, typography and a balanced colour palette, adapting seamlessly across printed materials, digital communication, social media and spatial elements. Each touchpoint was carefully designed to connect the brand experience before, during and after every visit.  

The result positions Casa Pradera as more than a nail spa. It is a space for self-care, expression and community—a handcrafted brand that feels warm, artistic and deeply personal, inviting every guest to step into a meadow of creativity and comfort.  

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The Cayman Jack brand has undergone a striking transformation, with Mark Anthony Brands unveiling a refreshed identity that redefines the meaning of escapism. The redesign, which encompasses packaging, visual assets and a broader brand world, is anchored in the belief that escape is not a destination but a mindset. As consumers increasingly seek moments of respite from daily pressures, the creative team saw an opportunity to evolve Cayman Jack beyond its tropical-inspired aesthetic into a more meaningful expression of carefree living.

At the centre of this evolution is the brand’s iconic caiman. Long recognised as a distinctive asset, the caiman has now been elevated to embody the spirit of Cayman Jack itself. “The caiman has always been an important part of the Cayman Jack story, but we saw an opportunity to elevate him beyond a mascot and transform him into the embodiment of the brand’s spirit,” explained Jonny Bateman, Creative Director UK at Mark Anthony Brands. His “head above water” presence symbolises the universal desire to surface from the everyday, embrace a lighter mindset and find moments of escape. This idea became the foundation for the entire identity system.

The redesign extends across every consumer touchpoint, from refreshed packaging and vibrant colour palettes to immersive brand-world elements. Each detail has been crafted to create a distinctive, ownable and emotionally resonant experience. Rather than positioning escape as a faraway place, Cayman Jack now celebrates it as a feeling—whether that’s a spontaneous gathering with friends, a weekend adventure or simply a quiet moment to unwind.

David Parsons, Senior Creative Director at Mark Anthony Brands, emphasised the ambition behind the project: “Our ambition was to create more than a refreshed visual identity—we wanted to build a complete brand world that consumers could emotionally connect with. By bringing greater meaning, personality and presence to the caiman, we’ve created a distinctive expression of Cayman Jack that feels both ownable and culturally relevant, while staying true to the carefree spirit that has always made the brand so special.”

The reimagined Cayman Jack identity reflects a broader shift in brand design, where heritage assets are reinterpreted to resonate with contemporary consumer desires. By transforming the caiman into a symbol of emotional escape, Mark Anthony Brands has crafted a visual world that invites consumers to “Taste Your Escape”—a promise that feels both timeless and urgently relevant in today’s culture.

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For more than 135 years, Carlos I has stood as one of Spain’s most distinctive dark spirits, born in Jerez and shaped by grape distillation, the Criaderas and Solera ageing system, and maturation in very old Osborne sherry casks. Its richness is unmistakable, its name evokes stature, and its heritage remains singular. Yet, in the increasingly crowded premium spirits world, Carlos I had become more admired by those who knew it than noticed by those who did not. Its prestige appeal and historical codes were intact, but too discreet. Its authority was real, but visually contained.

The challenge was not to make Carlos I louder for the sake of attention. Instead, the opportunity lay in giving a spirit with such commanding name, origin, and character the courage to be fully seen. For a brand steeped in tradition, the risk of fading into the background was greater than the risk of evolution. Carlos I’s legacy deserved a stage that matched its depth and distinction, not one that confined it to the margins of recognition.

This renewed approach signals a deliberate shift in how heritage brands can assert themselves in modern markets. Carlos I has chosen to amplify its presence without compromising its authenticity. By embracing visibility, it acknowledges that prestige must be experienced, not just admired from afar. The brand’s evolution is not about abandoning its codes but about clarifying them, ensuring that its authority resonates beyond connoisseurs and reaches those who seek genuine craftsmanship in a sea of premium offerings.

Carlos I’s journey reflects a broader truth in the spirits industry: heritage alone is not enough. In a marketplace where consumers are bombarded with choice, even icons must find ways to stand taller. For Carlos I, this means allowing its liquid, its name, and its heritage to speak with greater confidence. It is not a reinvention but a revelation, a decision to let its singular character shine more boldly in the global premium spirits arena.

The courage to be fully seen is, in itself, a statement of authority. Carlos I, with its deep Spanish roots and unmistakable richness, is stepping into a new era where tradition and visibility coexist. It is a reminder that true heritage brands do not simply endure; they evolve with purpose, ensuring their legacy remains both admired and noticed.

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Glenfiddich has introduced a striking new visual identity in India, marking a significant redesign of its packaging and brand elements while drawing deeply on its historical roots. The rollout, which began in July 2026, reflects both continuity and innovation, underscoring the single malt Scotch whisky brand’s enduring legacy and its evolving global presence.  

The refreshed design incorporates cues from the Glenfiddich family archives, spanning more than five generations. Central to the update is a reworked version of the iconic stag emblem, first appearing on bottles in the 1960s and originally inspired by Sir Edwin Landseer’s celebrated 1851 painting The Monarch of the Glen. The stag now sits framed by the distillery’s founding year, 1887, reinforcing Glenfiddich’s heritage while signalling its forward-looking ambitions.  

Other notable changes include a redesigned wordmark in sans-serif typography and a revised Grant Family Crest, embossed within the packaging and retaining the family motto, “Stand Fast”. Together, these elements create greater consistency across the range while offering more space to communicate Glenfiddich’s history, production methods and place of origin. The redesign references the 1960s era, a pivotal period when Glenfiddich helped establish single malt Scotch whisky in international markets.  

Brian Kinsman, Glenfiddich Malt Master, emphasised the balance between tradition and innovation: “Innovation has always been part of Glenfiddich’s DNA. The distillery was founded by people who weren’t afraid to take risks, and that spirit still guides us today. It remains a driving force behind Glenfiddich’s status as the world’s most awarded Single Malt Scotch Whisky. As Glenfiddich looks to the future with new cask finishes, maturation techniques and collaborations that challenge perceptions of single malt, the brand remains rooted in continuity, with deep respect for what has come before.”  

The redesign also highlights Glenfiddich’s Speyside heritage, where whisky continues to be produced using water sourced from the Robbie Dhu spring. This connection to place remains central to the brand’s identity, even as it embraces modernity in design and partnerships.  

Kartik Mohindra, Managing Director of William Grant & Sons India, noted the resonance of the new identity with Indian consumers: “Glenfiddich is the world’s most awarded single malt Scotch whisky, and this new identity reflects everything that has made it so: pioneering spirit, unwavering craft, and a family legacy that has never once compromised on quality. India has always had a profound relationship with legacy and craftsmanship, and today’s discerning Indian consumer brings that same depth of appreciation to what they choose to pour. We are proud to debut this evolution in India, a market that doesn’t just consume luxury but truly understands it. This is Glenfiddich’s next chapter, and India is at the heart of it.”  

The launch in India coincides with Glenfiddich’s ongoing global partnerships, including its association with Aston Martin and the Aston Martin Formula One Team, reinforcing the brand’s alignment with innovation, performance and luxury. The refreshed identity is expected to strengthen Glenfiddich’s appeal among both loyal enthusiasts and new consumers, ensuring that the brand continues to lead the single malt category with a blend of heritage and modern relevance.  

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