For the first time, the emblem stands alone, separate from the wordmark, thereby reinforcing Korean Air’s distinct identity on the global stage. Consequently, this refined symbol will appear across the airline’s aircraft livery, digital platforms, and customer touchpoints. Looking ahead, Korean Air plans to debut the new branding in March 2025, coinciding with its post-merger integration with Asiana Airlines and signaling the beginning of a new chapter in its journey toward international leadership

Lippincott Balances Heritage and Modernity in Visual Overhaul

Lippincott faced the task of evolving Korean Air’s deeply rooted identity without losing its national heritage. The design team introduced a more contemporary look while preserving core visual elements. Dan Vasconcelos, partner at Lippincott, explained that the team selectively modernized some features while preserving others. The Taeguk and logotype were overhauled, while the aircraft livery received a subtle update with a metallic blue finish to retain its iconic look.

One of the most notable changes includes the new logotype, which draws inspiration from traditional Korean calligraphy. The letterforms were refined to express elegance and cultural authenticity. Korean Air also made the bold decision to drop the word “Air” from the fuselage, allowing “Korean” to stand on its own. This change strengthens brand visibility from airport terminals and affirms the airline’s role as South Korea’s leading global ambassador.

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Korean Air Elevates Taeguk Symbol with Artistic Movement and Cultural Depth

Korean Air has reimagined its iconic Taeguk symbol, infusing it with cultural artistry and modern elegance. The new design draws inspiration from Sangmo Nori, a traditional Korean dance that uses ribboned hats to create sweeping, dynamic movements. These fluid forms now shape the airline’s emblem, symbolizing prosperity and continuity while evoking motion and grace.

Dan Vasconcelos of Lippincott explained the challenge clearly: to create a Taeguk that reflects Korean Air’s identity without losing national significance. To achieve this, the design team needed to balance cultural familiarity with distinctive ownership. As a result, the refreshed emblem stands out as immediately recognizable within the brand’s environment. Moreover, its ribbon-like aesthetic enhances visual appeal across both digital and physical spaces — from cabin interiors to boarding passes. By simplifying the design and removing excessive detailing. This refined symbol becomes a versatile and elegant marker of Korean pride and aviation excellence..

By aligning tradition with innovation, Korean Air’s updated Taeguk expresses elegance and movement, representing both the airline’s heritage and its bold step toward a global premium identity.

Premium Experience Redefined Through Design and Subtle Luxury

Korean Air’s rebrand extends far beyond a new logo. The airline now presents itself as a premium global carrier, offering an elevated travel experience at every touchpoint. In collaboration with PriestmanGoode, the airline redesigned its cabins with carefully curated materials and a modern color palette. Signature Korean blues remain central to the brand, while dark neutrals and bronze accents introduce warmth and sophistication. Especially in business and first-class settings.

Vasconcelos emphasized confidence as the cornerstone of premium design. Korean Air reduced logo placements to avoid visual clutter. Instead, the Taeguk now acts as a subtle signal of quality, woven into interiors and digital platforms with restraint and purpose.

This design philosophy also aligns with new service initiatives—enhanced dining experiences, partnerships with luxury brands, and curated amenities—aimed at creating a seamless and elegant journey for high-end travelers.

Korean Air Marks a Bold New Era with Rebrand and Global Ambitions

Korean Air has launched a sweeping rebrand at a pivotal moment in its history. Coinciding with its merger with Asiana Airlines. This transformation reflects the airline’s drive to assert itself as a top-tier global carrier while proudly representing South Korea on the international stage. The refreshed identity blends tradition with innovation, delivering a visual message of confidence, renewal, and national pride.

Lippincott partner Dan Vasconcelos, who led the rebrand, emphasized the strategic intent behind the overhaul. “Rebrands of this scale are deeply strategic — they signal transformation and invite reappraisal,” he said. Korean Air’s redesigned identity is grounded in visible improvements to its passenger experience. This includes upgraded cabins, refined services, and expanded international routes.

The rebrand is already turning heads, with newly liveried aircraft set to debut in March 2025. The bold update includes a modernized Taeguk emblem and an elegant, simplified logotype that now reads simply “Korean.” These changes align the brand more closely with global standards while reinforcing its unique cultural roots.

From Incheon to international hubs, Korean Air’s new look signals a confident leap into its next chapter — one that embraces heritage, elevates experience, and competes on a global stage.

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At the heart of the rebrand is the concept of “Playfully Proper,” a positioning that balances craftsmanship with lighthearted sophistication. This idea is best represented by the new Queen Mary mascot, who wears a Tudor-inspired tomato headdress. Her confident smirk and expressive eyes add a regal yet approachable charm, making her a standout brand figure.

“The goal was to align the brand’s look with the exceptional quality of its product,” said Derek&Eric managing director Jon Gibbs. “We introduced a bold, character-driven approach that merges tradition with a witty, modern edge.”

This balance is further reinforced through refined typography, a carefully crafted roundel, and a vibrant color palette inspired by freshly pressed tomatoes. The new design ensures strong shelf appeal while preserving the brand’s rich heritage. By blending sophistication with a touch of fun, Longbottom & Co. now stands out as a premium product with a distinctive identity.

Longbottom & Co Reinvents Its Brand with a Bold and Playful Identity

Longbottom & Co. has introduced a striking new visual identity, placing Queen Mary at the heart of its brand. This bold decision gives the company an instantly recognizable character, setting it apart in the competitive tomato juice market. The design team explored multiple iterations before finalizing a version that balances historical inspiration with modern charm.

Initially, the early designs leaned heavily on historical accuracy, but the team found them lacking in approachability. Through refinements, they developed a stylized version of Queen Mary that conveys both regal authority and a playful personality. This balance of sophistication and wit extends throughout the brand’s typography and packaging, reinforcing its premium positioning while maintaining a contemporary appeal.

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Vibrant and Adaptable Brand Identity

Color played a key role in the redesign, with a palette inspired by the natural vibrancy of tomatoes. Rich reds, deep crimsons, and golden hues evoke freshness and appetite appeal while adding a regal touch. These bold tones contrast with muted, premium shades, ensuring the packaging feels both lively and refined.

Beyond packaging, the new identity seamlessly extends across digital and in-store experiences. The Queen Mary mascot and typography feature prominently in online ads, social media, and the brand’s website, ensuring a consistent and engaging presence. The redesign positions Longbottom & Co. as a standout brand that successfully merges tradition with modern sophistication.

Longbottom & Co Strikes a Bold Balance Between Tradition and Modernity

Derek&Eric faced a significant challenge in redefining Longbottom & Co.’s identity—finding the perfect balance between heritage and modernity. The risk of the brand feeling either too outdated or too irreverent was high. To address this, the design team meticulously refined the Queen Mary mascot, typography, and color palette through multiple iterations and testing.

Ensuring consistency across different packaging formats was another key priority. The team developed a flexible yet cohesive design system, allowing the brand to maintain its identity across various product lines and marketing materials. This adaptability strengthens Longbottom & Co.’s presence in both digital and physical spaces.

Distinctive Presence in a Competitive Market

The response to the rebrand has been overwhelmingly positive. Longbottom & Co. now stands out as a premium brand with a strong, character-driven aesthetic. While official market impact data is still forthcoming, the industry has already taken notice of its refreshed presence.

“Many premium brands lean too much on tradition and feel stagnant, while others focus solely on modern minimalism and lose their character,” says Jon Gibbs, managing director at Derek&Eric. “Longbottom & Co. strikes the perfect balance—rooted in British history yet refreshingly playful.”

By embracing a bold yet refined identity, Longbottom & Co. has evolved from a visually unremarkable brand into a standout leader in its category. With a playful yet proper aesthetic, it now confidently claims its place among the most iconic beverage brands.

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Jacobsen has long held a strong reputation in brewing, but with the craft beer market evolving, the brand needed a visual and verbal update. Robot Food’s goal was to modernize the brand’s identity, making it easier to shop, more approachable, and suitable for everyday moments—not just special occasions.

Refreshing Jacobsen for Everyday Enjoyment

Ben Brears, Creative Director at Robot Food, emphasized that Jacobsen was already a respected and well-liked brand but was often perceived as a “special occasion” beer. The challenge was to shift this perception and encourage consumers to enjoy Jacobsen more frequently.

One of the biggest changes was moving from 70cl bottles to cans, a strategic decision that aligns with modern craft beer trends. The design refresh needed to complement this shift, ensuring the brand remained premium while feeling more accessible.

With this bold new identity, Jacobsen aims to connect with a wider audience, offering a craft beer that’s both high-quality and suited for any occasion.

Jacobsen Brand Refresh Enhances Visibility, Storytelling, and Modern Appeal

Robot Food has redesigned Jacobsen’s visual identity, making it bolder, more structured, and easier to navigate in a crowded craft beer market. The refresh enhances existing design elements, reinforcing Jacobsen’s brewing heritage while ensuring it stands out on shelves.

Stronger Patterns and a More Distinct Brand Identity

Jacobsen’s original ‘organoleptic’ patterns, which symbolize the art and science of brewing, were already a strong feature but lacked prominence. Ben Brears, Creative Director at Robot Food, explained that the patterns were “getting lost in a very busy beer fixture.” The team amplified their vibrancy and applied them more consistently, improving shelf visibility and brand recognition.

Another key update was the depiction of J.C. Jacobsen himself. Previously, Jacobsen’s founder was shown in a stern, aged portrayal. The new illustration presents him in his prime, with a more dynamic and approachable expression, reflecting the innovative spirit that defined his legacy.

The brandmark also evolved, incorporating “Bryggeri” (brewery) to highlight Jacobsen’s Copenhagen roots. Brears noted, “Just because the brand carries J.C.’s name doesn’t mean it needs to look like it’s from his time. It’s about carrying forward his spirit and values.”

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Improved Packaging for Better Consumer Navigation

In an increasingly competitive craft beer market, packaging plays a crucial role in storytelling and product differentiation. Robot Food refined Jacobsen’s pack structure, making beer titles larger, bolder, and more impactful. Tasting notes were added to the front, helping consumers quickly understand flavor profiles.

This thoughtful redesign not only improves visibility in retail spaces but also makes it easier for consumers to explore Jacobsen’s core, seasonal, and limited-edition beers with confidence.

Jacobsen Brand Refresh Expands Appeal with Food Pairings and Flexible Design

Beyond its visual identity update, Jacobsen’s refresh also enhances how it connects with consumers. A key change is the introduction of food pairings on packaging, making the brand more approachable and aligning it with everyday dining experiences.

Shifting from ‘Special Occasion’ to Everyday Enjoyment

Previously viewed as a “special occasion” beer, Jacobsen now positions itself as a premium beer suited for any moment. Ben Brears, Creative Director at Robot Food, emphasized that this shift allows Jacobsen to engage with casual dining and social drinking trends, broadening its appeal to a wider audience.

The refresh also streamlines the core range, making each beer more distinctive while introducing a flexible system for seasonal and limited-edition brews. The ‘organoleptic’ patterns now serve a defined role in the main lineup, ensuring brand consistency. However, for special releases, the brand has the freedom to experiment with unique designs.

Balancing Tradition and Innovation

Brears explained that this approach allows Jacobsen to highlight unique collaborations and brewing innovations while maintaining its brand cohesion. Seasonal editions can stand out visually, yet remain unmistakably part of the Jacobsen family.

Jacobsen’s evolution reflects a modern approach to heritage branding, showing that legacy brands can stay relevant without losing authenticity. Rather than reinventing itself, Jacobsen has refined its identity to fit today’s craft beer landscape.

As Brears put it, “Consumers want more than just another faceless premium craft beer. They seek experiences that align with their values and lifestyles.” With this refresh, Jacobsen delivers exactly that, making its beers more inviting, accessible, and part of everyday life.

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