Packaging has a lot of jobs to do. It needs to protect what’s inside, survive transport, communicate what the product is and, ideally, catch someone’s eye before the competitor sitting next to it does.

Then there’s one more increasingly important job: reducing its environmental impact.

Switching to eco-friendly packaging sounds simple enough, but the reality is a little more nuanced. A material might be recyclable but difficult to print on. Another might be compostable but not suited to every product. And something that looks wonderfully natural may not necessarily be the most sustainable option available.

So, following on from our exploration of creative…

In an industry where trust and professionalism are everything, playing it safe can seem like the obvious choice. But when every competitor plays by the same rules, safe can quickly become forgettable.

That was the opportunity behind our work with Parabellum Insurance Brokers. From a clever initial logo idea, we developed a distinctive 3D brand identity and website that reflect exactly what this family-run brokerage wanted to be: professional and trustworthy, but far from another generic insurance company.

Ever noticed how many outdoor, travel and fitness brands feature a mountain in their logo? Once you start looking, you’ll see peaks everywhere. It’s not because designers all copied each other. It’s because mountains instantly communicate qualities that these brands want people to feel.

A great logo isn’t just something that looks good on a website or product tag. It’s a shortcut to a brand’s personality. In the case of mountain-inspired logos, every angle, curve and peak has been chosen to tell a story before you’ve even read the brand name.