ABOUT
Catalyst for Fun
Challenge
On the eve of WKD’s 20th anniversary, research revealed that consumer interests and demands had changed significantly since the brand launched. In order to shed their maverick image and cater to their target market of 18-24 year olds, WKD needed to change with the times. No tidy-up or re-launch here; across the brand’s design and visual identity a reinvention was in order.
Creative Idea
As a refreshing energy lift, it became clear that WKD’s purpose is as a catalyst for fun, a kick-starter for liberated and spontaneous nights out. To connect with our audience, we needed to inject that meaning into the brand.
Creative Expression
Our solution was the exclamation mark: transforming the existing logo into a representation of the brand’s sense of fun and excitement. This bold and versatile icon became the canvas for a range of brand expressions, unlocking the vibrancy that the brand was known for and bringing it to life across everything from the bottle caps to the brand’s revitalised social media.
MADEIT CREDITS
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SHS DrinksClient
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Jones Knowles Ritchie -
Ash ClarkMarketing & New Business -
Amy MawMarketing Manager -
Leonie PayneSEnior Account Manager -
Alina PirvuBrand Strategist -
Matt ParkesGlobal Marketing Director -
James Snookdesigner -
Sean ThomasCreative Director -
Adam SwanDesign Director
Back to WKD project
Tom Connell
Illustrator
United Kingdom
Philipp J. Conrad
Graphic Designer, Connections
Germany
Heather Deacon
Creative Solutions Connector
United Kingdom
Antony Frangos
Retoucher
United Kingdom
Henna Laine
2D/3D art student
Finland
Sandra Liscio
Senior Graphic Designer, Stellar Creative
United Kingdom
Sandra Hadzimusic
Graphic Designer, Freelance
Bosnia and Herzegovina
Andre Van Dyk
Creative Director, Global Vision International
South Africa