Poppy Thaxter

Based in Türkiye, Cray is a dynamic electronic music brand that creates transformative experiences through curated events. At its core, the brand celebrates the fusion of global trends with underground culture, emphasising freedom, connection, and the vibrant pulse of the electronic music scene.

If you're not aware of what the iconic ‘Canada's Cocktail' Clamato is or entails, picture this – an umami experience that starts with a base of Mott's Clamato juice, a savoury blend of tomato juice and clam broth, mixed with vodka, Worcestershire sauce, and hot sauce, all served in a celery salt-rimmed glass. Often garnished with a celery stalk, lime wedge, and creative additions like pickled vegetables or even bacon, it's a drink that's both a cocktail and a snack in one!

The Portuguese sofa-maker ZERODOIS™ is sporting a refined identity, crafted by New York-based designer Sam George . The facelift coincides with the

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks.

Welcome to The Shift, a series presented in collaboration with one of the world's leading brand-building platforms, Frontify . Here, we'll dive deep into the realm of flexible, dynamic branding.

With its postcard-worthy landscapes of pristine lakes, majestic mountains, and verdant parks, Muskoka stands as one of Canada's leading summer destinations. Each year, Ontario residents escape to this idyllic municipality – affectionately known as “cottage country” for its abundance of holiday homes – seeking either a peaceful escape from city life or adventures in the great outdoors.

Providing solutions across retail, healthcare, hospitality, and other sector s, Microlog speci alises in the art of streamlining payment processes. The Scandinavian tech company has experienced remarkable growth and recognition in recent years, prompting the need for a brand revamp to establish its next chapter. This refresh required not just an updated look, but one that's easily implementable – enabling the in-house team to communicate their approach and values effectively. Oslo-based motion design studio Øyedrops delivered a comprehensive identity update, encompassing a new logo, colour palette, typography, 3D visuals, website, and media assets.

The brand ing for Islington Square, a mixed-used development located in the London borough of Islington, needed a bit of a shake-up. Its previous brand was aimed towards residential sales. But now, as an established destination, its brand needed to capture the vibrant experiences and retail offerings found throughout its boulevard and arcades, centring more on what the place had to offer. Campbell Hay , who was tasked with reimagining the branding, understood this shift in focus. “The original brand was focused on selling high-end, luxury apartments at Islington Square and it was a reflection of the lifestyle that comes with that,” Design Director Wai Ming Ng tells us. “The rebrand needed to be more approachable and accessible to a different, and in fact wider audience.”

Having long-admired the geometric typefaces that had appeared throughout his childhood – from “typographic classics to the logos of the Barbie dolls

Catering to a discerning, epicurean French audience, Maison Fleuret ticks all the boxes – a Parisian multi-faceted brand comprising a coffee shop, baking school, estate, hotel, and an exclusive product line featuring wines, premium coffee blends, and cold brews. When tackling the challenge of defining an all-encompassing look for the brand, Berlin-based designer and art director Carla Palette explains that a ‘less is more' approach was the ideal way forward, both for target consumers and logistical considerations. “The simplicity and light-handedness in the design were intentional choices to ensure flexibility and clarity across all brand touchpoints,” she tells us. “By keeping the design stripped back and understated, we created a foundation that feels both elegant and enduring, capable of evolving with the brand over time without losing its distinct character.”