And certainly don’t mess with the logo. However, those rules can eventually pay dividends. Owning a colour palette, pattern or phrase over a long stretch of time can allow brands to be more playful in ...

Daughter also created a chunkier logo, more colourful packaging and a playful tone of voice. It’s an approach that feels reminiscent of oatmilk brand Oatly, which has made a name for itself with its ...