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Jon Stapp • atomicvibe

@atomicvibe_design_lab

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Sock and Awe • New Logo, Identity, and Sub-Brands for @bombas by @andwalsh — 🧑‍💼 ABOUT THE CLIENT Bombas is a mission-driven apparel company that sells socks, underwear, T-shirts, slippers, and other footwear and donates an essential clothing item for every purchase through a network of more than 4,000 Giving Partners. • 🦸 FROM &WALSH “We designed this sense of comfort into every detail of the system, from soft organic shapes and rounded typography to a refreshed color palette and new art direction. The refresh also gave Bombas’ growing family of sub-brands, including Sport, Kids, and Dress, a clear and cohesive identity while keeping their mission front and center.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp @atomicvibe_design_lab Individually, the new logotype and bee are both perfectly fine, but the real payoff is everything &Walsh built around them. Identity elements are used with tasteful restraint, and applications never feel like they’re trying too hard. The system also flexes comfortably across Dress, Sport, and Kids, giving each enough room to express itself while ultimately tying back to the master brand. Altogether, this system gives Bombas the breadth it needs to own its “comfort brand” title and plenty of room to keep expanding beyond the sock drawer. What &Walsh pulled off here was no small feet… well, except for Bombas Kids. — #reviewed #branding #identity #beforeandafter #consumerproducts
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Six Sevens • New Naming, Club Logos, and Identities for @ultimate.sevens by @nomad_studio_ — 🧑‍💼 ABOUT THE CLIENT Ultimate Sevens is a new global rugby sevens championship featuring six clubs, each with men’s and women’s teams, competing across European cities. A condensed variant of the more traditional rugby union, sevens puts seven players per side on the same full-size pitch used by 15-player teams and typically plays out over two seven-minute halves, resulting in a faster, more open game. Ultimate Sevens compressed the format further for its inaugural 2026 season with ten-minute, straight-knockout matches and no halftime. With no established histories or fixed home cities or countries, each club was developed to embody the character and rugby culture of a broader geographic region. • 🦸 FROM NOMAD “Rather than falling back on rugby’s familiar visual language – the Lions, Tigers and Bears – we reinterpreted local heritage through a more contemporary lens. Each crest became the heart of a bold, digital-first identity, brought to life through distinctive colour and expressive typography.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp @atomicvibe_design_lab Nomad are no strangers to sports branding, and it’s easy to see why sports organizations keep knocking on their door. Nitpicks aside, what they managed to accomplish in six weeks defies logic. The core identities are solid, the clubs already feel like they belong, and the system gives the league a strong foundation to build on. With a little TLC and more of the motion work’s energy carried into the physical applications, Ultimate Sevens could become something genuinely special. For now, major props to Nomad for bringing their A game and giving us scrumthing to talk about. — #reviewed #branding #identity #beforeandafter #sports
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Fjord Your Consideration • New Name, Logo, and Identity for @ytriretreat by @bielkeyang — 🧑‍💼 ABOUT THE CLIENT Ytri (pronounced YEE-tree) is a new 38-room destination hotel in Træna, an isolated island municipality and archipelago 33 nautical miles off the Helgeland coast in northern Norway, directly on the Arctic Circle. Positioned as Norway’s most remote island retreat, the hotel opened in spring 2026 and has already been listed by Relais & Châteaux, De Historiske, and New Nordic Luxury, and featured in publications such as The New York Times, Vogue, Forbes, Wallpaper, Robb Report, Le Figaro, NRK, and Aftenposten. • 🦸 FROM BIELKE&YANG “The logo symbolizes the duality of Ytri, where inner balance and harmony meet the rough and rugged nature outside. The symbol is a stylized “Y,” inspired by the jagged mountains seen from the hotel, combined with architecture. The top and bottom of the symbol are mirrored, with a straight line in between, symbolizing the horizon and the mountains reflected in the water below. As a final bonus, this reflects the architecture, with its steep angled roofs and long row of windows with exposed angled beams.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp @atomicvibe_design_lab After all that whispering, the identity’s greatest accomplishment may be how completely it belongs here. This quietly restrained and softly handled system operates on the same frequency as the warm timber, enormous windows, open water, and jagged landscape surrounding it. Nothing grabs your attention, yet everything rewards it. Bielke&Yang has given Ytri a calm, elemental, deeply considered visual language that feels inseparable from the experience itself, with small details waiting patiently to be noticed. There’s Norway around it: this is an extraordinarily thoughtful identity for an extraordinary place. — #reviewed #branding #identity #beforeandafter #hospitality
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Kerry On, My Wheyward Sun • New Name, Logo, and Identity for @kinisla__ by @richardsdee_ — 🧑‍💼 ABOUT THE CLIENT Kinisla (pronounced “kin-EYE-la”), formerly Kerry Dairy Ireland, is a Tralee, Ireland-headquartered dairy, nutritional ingredients, and consumer foods business with roots dating back to the establishment of North Kerry Milk Products in 1972 and Kerry Co-operative Creameries in 1974. Today, it works with 2,600 family farms, operates across Ireland, Northern Ireland, and the United Kingdom, and oversees 20 consumer and ingredients brands with a global reach. Previously fully owned by Kerry Group, the business returned to majority farmer ownership at the end of 2024, when Kerry Co-op acquired a 70-percent stake. Kerry Group currently retains the remaining 30 percent, with an agreement in place to transfer it to the co-op by 2035 and complete the transition to full farmer ownership. • 🦸 FROM RICHARDSDEE “Renaming one of Ireland’s most beloved dairy businesses is not for the faint-hearted. The new name needed to work globally while still retaining a strong sense of place. It needed emotional depth without being too sentimental. Distinctive enough to own legally and strategically, while still feeling natural to say, remember and believe in.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp @atomicvibe_design_lab Taken as a whole, Kinisla is a smart, carefully considered reset, with its best ideas coming from the story-driven work behind the name and logo. Most of the rest sits squarely in familiar corporate territory, but with enough warmth, color, and human energy to feel authentic to the farmers, communities, and place it represents. It gives a sprawling business a clear, cohesive identity and puts miles between Kinisla and its former self. Turns out, the grass really is greener on the udder side. — #reviewed #branding #identity #beforeandafter #food
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Cuckoo for Coconuts • New Logo, Identity, and Packaging for @abovewater_official by @chochoicreative — 🧑‍💼 ABOUT THE CLIENT Created by Korean entrepreneur Jun Young Park through Korea- and Vietnam-based beverage company Earth Made (sorry, not much exists online for this company), Above Water (doublesorry, their website doesn’t yet exist, but they have socials, so this links to their IG account) is a new line of sparkling, coconut-water-based beverages made with young coconuts from Bến Tre, Vietnam, and formulated to support hydration, energy, and gut health. • 🦸 FROM CHO CHOI CREATIVE “One of our favorite parts of the project was giving Above Water a voice as distinctive as it looks. Instead of listing product benefits like a nutrition label, we translated them into the little moments everyone recognizes. Surviving the 3 p.m. meeting. Discovering your account balance has entered its minimalist era. An energy spoke after your crush replied with more than just “ok”. Those stories are supported by a custom icon system inspired by laboratory specimen tubes preserving ancient artifacts, continuing the conversation between science and ritual across every touchpoint.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp @atomicvibe_design_lab For a young independent beverage company, Above Water arrives brimming with fresh ideas including a charming logo system, expressive typography, illustrations that reward close inspection, and cans packed with more personality than most entire beverage aisles. The semantic contradiction of wanting to escape “natural” and “tropical” themes while landing squarely in both, the odd juxtaposition of both clean and distressed Noir et Blanc, and the unexplained Boxhead Society gave me three minor things to nitpick but, overall, Cho Choi Creative has built a wonderfully strange, specific, and lovingly crafted world around a sparkling coconut beverage, and done so with an unmistakably human hand. So… water way to make a splash. — #reviewed #branding #identity #beforeandafter #consumerproducts
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Play it Again, RAM • New Logo and Identity for Rerun by @studiogruhl — 🧑‍💼 ABOUT THE CLIENT Founded in 2022, Rerun is a Stockholm-based technology company (and I’m heavily copying/pasting here) building an open-source multimodal data platform for Physical AI applications, including robots, drones, and autonomous vehicles. Its tools help developers log, visualize, query, and debug complex spatial data such as video streams, 3D scenes, sensor readings, and tensors, addressing many of the infrastructure challenges involved in training and improving intelligent physical systems. For the 95% of us who just glossed over those words, I’ll translate: Rerun helps robotics teams see what their machines see, figure out what went wrong, and use that information to make them smarter. The platform is used by teams at tech behemoths like Meta, Google, and NVIDIA, and the company raised a $17 million seed round led by Point Nine in March 2025. • 🦸 FROM STUDIO GRUHL “People picture robotics as clinical and cold. The reality is grittier: bolts, soldering irons, melted chips, a workshop more than a lab. Instead of another cold space, we leaned into the human story. Most developers build from the same emotion as any other creator, so the brand had to hold both sides: hard and analytical when it needs to be, soft and human everywhere else.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp All-in, Studio Gruhl went all-out on a gorgeously designed system that not only reframes robotics as something warmer, stranger, and way more human than the category usually allows, but also helps soften the blow for our eventual demise. The bolt-built logotype, restrained typography, and hypnotic colormapped visuals all work together beautifully, even if the live website leaves a lot of that potential sitting on the factory floor. — #reviewed #branding #identity #beforeandafter #software
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O, HI There • New Logo and Identity for @openhouseistanbul by @somestrstudio — 🧑‍💼 ABOUT THE CLIENT Founded earlier this year as the newest member of Open House Worldwide — a global network of more than 60 organizations operated by U.K.-based charity Open City — Open House Istanbul joined the annual initiative that hosts architecture and design festivals in cities around the world. For its inaugural edition, held May 7–10, 2026, Open House Istanbul invited residents to explore notable buildings and spaces typically closed to the public through a series of free tours, talks, walks, and events aimed at fostering a greater appreciation for architecture and the urban environment. • 🦸 FROM SÖMESTR “We paired arcs and serif forms with a mono typeface, blending structural heritage with a modern, architectural edge. For color, we stepped away from the tired blue-and-turquoise İstanbul cliché. Instead, we chose pop, high-frequency tones that capture the energy of contemporary urban life and the people who live it.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp Overall, between the deceptively clever logo, the flexible identity system, the hypnotic motion language, and a rollout packed with strong applications, Sömestr has given Open House Istanbul a memorable debut that feels both distinctive and deeply rooted in its subject matter. The festival may only last a few days each year, but this first outing has me looking forward to seeing how the identity continues to evolve as Open House Istanbul builds on its foundations. — #reviewed #branding #identity #beforeandafter #culture
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Beach, Please • New Food and Beverage Branding for @stregiscapcana by @crowncreative — 🧑‍💼 ABOUT THE CLIENT Founded in 1904 by John Jacob Astor and now part of Marriott International, St. Regis Hotels & Resorts has grown into a global hotel brand with more than 60 properties worldwide, becoming known for its emphasis on ritual, service, and contemporary luxury. Recently, coinciding with the opening of St. Regis Cap Cana — the brand’s first Dominican Republic outpost — Belfast-, New York-, and London-based agency Crown Creative unveiled a collection of food and beverage identities for the resort’s nine restaurants and bars. From fine dining and beachside cocktails to coffee, cigars, and rooftop ambiance, each venue was given its own distinct personality, all united by a broader “Rooted in Nature” concept inspired by the island’s landscape and culture. • 🦸 FROM CROWN CREATIVE “The challenge was not simply to brand nine venues. It was to create a guest journey, from fire-led fine dining to beachside cocktails, rooftop rituals, rum, cigars, coffee and all-day dining, each concept needed to feel like its own destination within the resort. At the same time, every touchpoint had to sit comfortably within the world of St. Regis, supporting the property’s reputation for timeless service, ritual and contemporary luxury.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp Considering this assignment involved creating nine distinct identities for nine distinct experiences, all while balancing the heritage, atmosphere, and culinary personality of each venue, what Crown Creative accomplished here is kind of ridiculous. And they pulled it off fantastically. While I’d be lying if I said I wasn’t hoping for a slightly stronger sense of family across the collection, the connective tissue is there in the warm palettes and type-forward systems, even if it’s subtle enough that most guests will probably never consciously notice it, which is probably perfectly fine. — #reviewed #branding #identity #beforeandafter #hospitallity
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The Dot Thickens • New Logo and Identity for @London.Sinfonietta by @nbstudio_london — 🧑‍💼 ABOUT THE CLIENT Founded in 1968, London Sinfonietta is one of the world’s leading contemporary music ensembles, known for commissioning, performing, and championing new music from both emerging and established composers. • 🦸 FROM NB STUDIO “Working alongside brand strategist Cecilia Martin @iam_ceciliamartin, we defined the unique territory London Sinfonietta alone could own: a pioneering collective shaping the future of music. Explorers of the new and different, where music is constantly reimagined. The new ambition: to move audiences from passive listeners into active creators and adventurers. Because everyone has a part to play.To make the brand not just a visual identity, but an integral part of the listener’s experience.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp Aside from a few identity system nitpicks, I want to be clear that my snarky criticism here isn’t with the idea, but rather the execution. The underlying concept is genuinely smart and beyond a handful of lackluster static applications, I suspect much of the disconnect comes from the client pulling the age-old “Thanks, but we have an internal marketing team that will handle the rollout” trick. I really want to like this, and the motion-based expressions demonstrate what the system is capable of. Here’s hoping that, with a bit of time, London Sinfonietta can finally find their rhythm. — #reviewed #branding #identity #beforeandafter #culture
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The Ford Awakens • New Name, Logo, and Identity for @Ford Racing by @interbrand — 🧑‍💼 ABOUT THE CLIENT Ford Motor Company has formally reintroduced its high-performance and motorsport division as Ford Racing, reviving a name that traces back to the company’s earliest days on the track. With a 125-year racing legacy that began in 1901 when Henry Ford won his first race in Detroit, the brand has long been defined by competition as a proving ground for its vehicles. In 2015, Ford consolidated its performance efforts, merging Ford Racing, Special Vehicle Team (SVT), and Team RS under the Ford Performance name. • 🦸 FROM INTERBRAND “One thing about Ford Racing became crystal clear as we spoke to drivers, enthusiasts, and engineers: there is a stark cultural difference between performance vehicles found in the U.S. and those found in Europe and other places around the world. Ford Racing vehicles in particular are thought to be emblematic of American road cars — they are sought after for their big tires, big engines, and big presence. As one enthusiast put it: people “love that it’s an American, in-your-face car.” ” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp All told, Interbrand have done a hell of a job breathing life back into this brand. It finally feels like a unified, energetic, high-performance system, one that’s actually worthy of Ford’s racing pedigree. The name change makes sense, the identity has real presence, and for the first time in a while, everything feels like it’s pulling in the same direction. I just wish more of that made it out of the case study and into the real world. — #reviewed #branding #identity #beforeandafter #sports
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Train of Thought • New Logo and Identity for Setouchi by @saffron_bc — 🧑‍💼 ABOUT West Japan Railway Company (@jrwest_en) has partnered with global agency Saffron Brand Consultants to develop a new brand strategy and visual identity for the Setouchi region of Japan — a coastal area spanning multiple prefectures and cities around the Seto Inland Sea — positioning it as a “third destination” for international travelers alongside Tokyo and the Kyoto–Osaka corridor. Officially unveiled last week, the work builds on JR West’s broader Setouchi Palette Project — a regional revitalization initiative launched in 2018 — and reflects a strategic shift from operating as a transportation provider to curating a cohesive, end-to-end visitor experience. Grounded in research around global travel behaviors and the tendency of Western tourists to follow Japan’s well-worn “Golden Route,” the initiative aims to reframe Setouchi as a slower, more considered alternative defined by the interplay of art, nature, and everyday life, unified under the brand promise, “Where the extraordinary hides in plain sight.” • 🦸 FROM SAFROM BRAND CONSULTANTS “By experiencing the region first-hand, a shared truth emerged: Everything exists in harmony with the rhythm of the sea. Art, nature and everyday life are intertwined with one another. The result is a place where there’s no need for the extraordinary to announce itself — it hides in plain sight. This insight shaped the brand strategy. The uniqueness of this region comes from the Seto Inland Sea that shapes everything around it. Everyday discovery becomes a ritual and ordinary life is the stage for wonder. The brand reflects what’s genuinely there, framing experiences around presence, belonging, and discovery.” • 🧑‍💻 BRAND NEW’S REACTION by Jon Stapp All told, this is a beautifully restrained, deeply considered piece of brand work that fully commits to its premise and trusts the audience to meet it there. Saffron have resisted every temptation to over-articulate or over-design and, instead, built a system that reveals itself gradually, much like the region it represents. — #reviewed #branding #identity #beforeandafter #transportation
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Pasteur Eyes On This • New Logo and Identity for Moozi by @mn.associates — 🧑‍💼 ABOUT THE CLIENT Moozi is a new Vietnamese children’s milk brand developed by VitaDairy, one of Vietnam’s largest and most established dairy manufacturers. Positioned as a premium, feel-good offering for kids and parents alike, Moozi emphasizes natural sourcing and quality, most notably its use of fresh milk from free-range, grass-fed cows in Tasmania. Alongside its Tasmanian origin, the product is framed around a broader set of “clean” and reassuring attributes, including carefully selected ingredients and a focus on purity, safety, and nutritional value. Together, these factors position Moozi as a modern children’s milk brand rooted in trust, provenance, and everyday wellness. • 🦸 FROM M — N ASSOCIATES “The Moozi logo draws its form from the gentle contours of Tasmania, where rolling hills and soft horizons shape the purity of the milk itself. These natural landscape lines become the foundation of the lettering, giving each curve a quietly organic rhythm. The lettering style is a reflection of the way a child grows through closeness, care and constant presence. When brought together, the wordmark feels playful yet grounded, a single continuous gesture shaped by nature and guided by love.” • 🧑‍💻 BRAND NEW’S REACTION b y Jon Stapp All in, this is a brand that clearly knows its audiences and how best to reach them. From the gentle reassurance aimed at parents to the character-led charm designed to hook the littles, Moozi’s identity demonstrates a strong sense of alignment across all assets, with each part reinforcing the same warm, playful, carefully considered world. — #reviewed #branding #identity #2025 #brandnewbyucllc #new #consumerproducts #characters #colorful #dairy #handdrawin #illustration #kids #milk #packaging #sansserif #Vietnam #whimsical
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