As well as new logo type, we crafted a new graphic icon that can be used to creatively express both a functional and emotional brand proposition. As the ampersand is globally understood as a connector between two things, it's been created to represent the connection of things but is also a strong symbol across all touchpoints and able to stand alone. The new icon and logo type is used alongside emotive photography to create lifestyle stories that young people can relate to, for example ‘Day & Night’, ‘Out & About’, ‘Me & You’.

The brand platform and identity informs everything, from physical to digital, from experiential to brand in the hand – expressing the idea of ‘Better Together’ throughout the brand’s world. The design flexes across all touchpoints, from carrier bags to shoe boxes, and ad campaigns to instore experiences, and it works effectively across all digital and social platforms.