With decades of flavour history and strong consumer awareness, Shapes had brand equity but lacked internal clarity. Edison lead a strategic transformation, establishing a clear identity system to unify voice, tone and design across future launches. Our work focused on codifying what Shapes is and isn't through the creation of new brand guidelines, personality principles and a flexible design language.
The result was a refreshed masterbrand identity grounded in the personality of Shapes: excitable, dynamic, and unapologetically bold. Vibrant photography, poppy colours and a playful tone of voice came together to reflect the joy and intensity of the product experience.
More than just a set of rules, this toolkit empowers future expression and innovation while anchoring the brand in its own unique charisma. A foundational piece of work that will guide the brand’s evolution for years to come.
