7 identities that capture the playful side of branding, with projects from How&How, Wedge and more

As much as we love us some modernism, minimalism, and all of the other -isms, sometimes you can’t beat graphic design that worries a little less about the rules. Casting aside clean lines and monochrome palettes in favour of vibrant colours and loud typographic choices, the seven spirited projects you’ll find below showcase a more lighthearted approach to branding. The ultimate power-up, convenience store Gogo’s products and packaging are designed for the busy, nostalgia-loving Beijing commuter. Working with Beijing Subway, Toronto and Beijing-based Meat Studio provided an identity filled with flavour where design elements take inspiration from the mundane daily commute and the restorative concept of ‘buffs’ (temporary upgrades) in video games. From onigiri to bottled coffee, products are charmingly labelled with familiar and nostalgic 8-bit illustrations, reminding workers that a tasty power-up is there if they need it. Gogo by Meat Studio