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Wolff Olins

@wolffolins

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Creating transformative brands that move businesses, people and the world forward.
London • New York • San Francisco • Los Angeles
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Some companies chase culture. @hyundaicard builds it. 🇰🇷 For two decades, Hyundai Card has tested the limits of what a financial company can be. It commissioned its own typeface years before Korean companies thought this was something worth owning. Built a design library inside a hanok preservation district. Flew global artists into a country the touring industry treated as optional. Everything it made was excellent on its own terms. But together, no single impression of the business came through. So it came to us for a design ethos. Most brands give you access to what already exists. Hyundai Card builds new possibilities to choose from and more room to decide who you are. In Seoul, we found a generation defining itself through taste and choice, hungry for exactly that. The brand’s role became clear: Architect of Change. We turned that idea into a design system: a fixed core of details that never move and flexible elements that give each card a world of its own. Bright, generative colour for entry cards M, X and Z. Modular packaging that peels back to reveal each card’s character. Today, Architect of Change is the language Hyundai Card uses to explain itself. And it’s the reason every card, space and experience now feels like it belongs to one company. Read more on our partnership via the link in bio. 👆 #design #branding #packaging #hyundaicard by @wolffolins
4
a day ago
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@getblueforwater. Designed to move. 💙 Two billion people without safe water – but it’s not just a statistic; it’s a crisis we can actually solve. We partnered with @water to build the brand platform behind a new global movement that turns everyday actions into safe water. The brief was the challenge of a lifetime: create a brand inspiring enough to cut through crisis fatigue, simple enough to feel instantly gettable, and flexible enough to show up across different industries and partners. From the energy of the name and tagline, to the humanity of the script logo and photography, to the flowing typography and infinite line that connects it all – every element of Get Blue™ moves in service of one mission: bring sustainable, safe water home to the people who need it. All anchored in a bold, vivid blue. The initiative launches this week, rolling out all summer – and anyone can get involved. Shop the Gap limited-edition drop, order a Starbucks blue drink, ask Alexa to donate. Small actions, real impact. #getblue #bringwaterhome #brand #design by @wolffolins
45
4 months ago
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96 years of herb-infused heritage. 🌿 A family-born Swiss icon, @ricola herbal sweets have ended up in the pockets, handbags and hearts of people all over the world. Big Dankeschön to Ricola for trusting us to find new ways to tell that story. We can’t wait to showcase our work together very soon. Stay tuned. 👀 #ricola #design #brandtransformation #visualidentity by @wolffolins
10
5 months ago
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Adding a spark to the coffee run. ☕️✨ @blankstreet has always understood the power of small, elevated moments – the coffee you grab before a meeting, the afternoon pick‑me‑up…the ordinary rituals that shape the day. Our work centred on this idea of the “Regularly remarkable” – the tension at the heart of the brand. High and low. AM and PM. Classics and specials. The everyday thing that somehow makes the day a little extra. And the visual and verbal identity we developed plays on those dualities, those tensions. The logo system nods to the original cart’s rectangular window – a blank space where connection happens. The colour palette moves through the day like light across a storefront (6 AM Green to 6 PM Green). Typography balances “Regular Sans” (everyday, 70% of the time) with “Remarkable Sans” (special moments, 30% of the time). The voice ranges from “enviably at ease” to “naturally friendly,” like the barista who knows their craft and knows your name. Photography that feels more Vogue than coffee-shop-stock-photo. Because it’s the brand that makes the daily coffee run feel like something worth posting about. More on our partnership with Blank Street via the link in bio. 👆 #rebrand #brandidentity #design #brandtransformation #experiencedesign by @wolffolins
25
8 months ago
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Winning the day, one step at a time. 👟⚡   Once a pioneer that changed how we shop for shoes online, @zappos is stepping into a bold new era.    We partnered with its new leadership team to reimagine the brand around a simple idea: Win the Day.    A celebration of small victories, brought to life with a fresh sense of energy, warmth and confidence.   The new identity pairs precision with personality: a bespoke slab serif that’s bold yet human, a vibrant yellow that radiates optimism, and expressive details: from custom typography to the signature “Z” slash that reconnect the brand to its roots while propelling it forward.   Recharged and ready for its next chapter.   #WolffOlins #Zappos #BrandTransformation #Brand #Design #Ecommerce #BrandStrategy #DesignSystem #RetailInnovation by @wolffolins
17
10 months ago
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Reloading the future of @battlefield. 🎮 For 23 years, Battlefield has been the benchmark for its genre – team play, sandbox chaos, game-changing immersion. But over time, Battlefield drifted from these original tenets. Players noticed.  Our challenge: bring back what made it iconic, fit for now.  We went straight to the heart of the brand – the restless tension that’s always defined Battlefield: man vs machine, air vs ground, quiet suspense met with high-octane chaos.  “Polarity creates possibility” became the new ethos, charging the latest game in the franchise with renewed energy for loyal veterans and new recruits alike.  Working with @ea from the game’s early development, we built a visual identity woven into the game’s DNA. The result is a system as immersive as the world itself – fiery orange heat maps, an embrace of the textures of destructability and authentic military tech, the return of the iconic class symbols, and Battlefield Sans - a custom type family built for impact. Every detail leans into the series’ raw authenticity: gritty, real, and unmistakably Battlefield. And at the core, a rallying cry that’s always united devs and diehards: PTFO – Play the f***ing objective.  With a record-breaking launch, Battlefield isn’t just back in the game. It’s once again setting the rules for the genre. . . . . . . #WolffOlins #Battlefield #Design #BrandStrategy #Gaming #GameChanger #BrandTransformation by @wolffolins
25
a year ago
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60 years of flipping the script. 👀🏅 
 London 2012 remains one of the boldest chapters of our archive – and one of the most talked about Olympic brands of all time.
 We tore up the rulebook for Olympic branding, trading safe icons for raw energy and urban attitude. The result was a symbol as spirited as London itself.
 The reaction was immediate. Our website crashed, headlines blazed and the attention was fierce. 
 But as the Games drew closer, the energy shifted. The logo flexed across tickets, venues, and merch, adapting to every sponsor and moment, connecting with the public in a powerful way. What once shocked the world became impossible to ignore, and impossible to forget. 
 Our Design Specialist Director Franc Falco said: “The initial skepticism turned into widespread appreciation, and the creative team’s bold risk ultimately paid off – it was a huge success that redefined Olympic branding. My small contribution to that brand creation will always be a very proud moment in my Wolff Olins career.” 💛
. . . . . . #WolffOlins60 #London2012 #OlympicLegacy #CreativeLegacy #DesignHistory #Design #Brand #Logo #Olympics #Olympics2012 by @wolffolins
45
a year ago
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60 years of making a dent in culture. 🍏  
Apple Records remains one of Global CEO @sairah_ashman’s favourite projects from our archives – and one of Wolff Olins’ very first.
 In 1968, The Beatles launched Apple Corps, a radical venture blending music, media, and art. We defined its identity: not just a label, but a creative institution. The Beatles themselves would often drop into our studio – their spirit of experimentation fuelling our own.
 The brand system stretched from Baker Street offices to record sleeves, giving The Beatles the freedom to reimagine what a cultural brand could be.
 As Sairah puts it: Working with The Beatles on Apple Records wasn’t just ahead of its time – it helped shape the times. A true Wolff Olins classic. 🤝 . . . . . .
 #WolffOlins60 #AppleRecords #TheBeatles #CreativeLegacy #DesignHistory #Design #Brand #Branding by @wolffolins
3
a year ago
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Dear 1965, thanks for the blueprint.  This year, Wolff Olins is turning 60. A lot has changed since 1965 when we first started out in the basement of a derelict butterscotch factory near Euston – the notion of corporate “brand” wasn’t in the conversation. The industry didn’t exist. Back then, it was ‘corporate identity’ – a niche, eccentric discipline finding its feet.  Michael Wolff (the creative rule-breaker) and Wally Olins (the fierce intellectual) were at the helm, with Jane Scruton (our savvy heart and homemaker) behind the scenes. Pioneering what corporate identity could be throughout the ‘60s and ‘70s, creating many of the ideas and frameworks that others still reference today. They didn’t simply start a new company, they started a different kind of company; one that built an industry. Since then, the industry has matured – and so have we. The language has evolved. The competitor set has exploded: ‘brand’ is now a buzzing ecosystem, filled with global giants, local studios and everything in between. And the topic of ‘brand’ has moved from the fringes to the boardroom, central to how ambitious organisations think, operate, grow and are valued. Over that time, we’ve worked across every sector and in every corner of the world – from Mongolia to Mexico. Our back catalogue is full of firsts and one-offs. Of bold bets that paid off and failures that often taught us more than any win.  And, sixty years in, we’re still setting the pace.  The celebration’s only just begun. Get ready to dive into our boldest work, sharpest thinking, and the wonderful people and moments that make us Wolff Olins. 💛👀 . . . . . . #WolffOlins60 #WolffOlins #Branding #Design #Strategy #Culture by @wolffolins
19
a year ago
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@blankstreet’s brewing a movement. ☕🍵 What began as a coffee cart in Brooklyn has grown into a cult favorite across the US and UK – and now, stepping confidently into its next chapter as a global lifestyle brand. We partnered to bring greater clarity to the brand’s identity, matching its ambition. The refreshed look reflects the brand’s purpose to “add a spark to the ordinary,” capturing the spirit customers know and love while laying the foundation for its future. Together we crafted a comprehensive design system built to flex: a logo that creates space for imagination, a palette of greens that shifts with the light of day, and custom typography that’s equal parts utility and charm. As Mohammad Rabaa, Global Creative Director at @blankstreet, put it: “This evolution takes the best parts of Blank Street and doubles down, creating a more cohesive brand experience that feels both exciting and familiar.” The result? A brand system with cultural edge, designed to scale with Blank Street’s global momentum and live across every touchpoint – from packaging to campaigns, signage to digital. Blank Street’s new look lands this autumn – spot it in-store, and stay tuned for the full case study. 👀 . . . . . . #WolffOlins #BlankStreet #BrandIdentity #Design #BrandTransformation #Matcha #Coffee #Logo #Brand #Typography #Digital by @wolffolins
29
a year ago
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Rooted in Caribbean soul, redefined for today. 🏝️ In 1981, Gordon “Butch” Stewart reimagined a Montego Bay hotel as a love letter to the Caribbean – creating @sandalsresorts, and later, @beachesresorts. Together these resorts redefined the all-inclusive category with an intimate, electric experience, rooted in a sense of place. Four decades later, the brands remain Caribbean-first and obsessed with hospitality as an art form – now driven by Executive Chairman @adamstewart.  Together with brand marketing leadership, we dialed up the truth that was always there: the unshakable pulse of the islands. The sights, sounds, textures, and rhythms that make you breathe deeper and move slower. We call the brand ethos Natural Vibrancy, and it serves as a lens for everything the brand does. We refreshed the identity system, unearthing visual and verbal languages grounded in feeling, and conceptualising new signature services, environments, and experiences. Every guest touchpoint—signage, keycards, architecture—became a story, alive with texture and colour.  And this is just the beginning. Together, we’re shaping what’s next, where every moment brings guests closer to the Caribbean they came for, and the magic they expect. 🌅 Dive into the case study, link in bio. 🔗 . . . . . . #Sandals #Beaches #BrandTransformation #ExperienceDesign #Caribbean #Hospitality #Design #BrandLaunch #Creative by @wolffolins
15
a year ago
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Unlocking the future of @coppel. 🔑 🇲🇽 Coppel first opened its doors in 1941. Its first sale? An armoire, opened with a key – a small detail that became a powerful symbol for the brand. Now, with over 1,800 locations, Coppel has become one of Mexico’s most influential companies, with an offer that includes retail, banking and retirement. We developed a strategic platform inspired by Coppel’s past, whilst looking to the future. The brand platform “La llave de tu potencial”—the key to unlocking potential—unites Coppel’s full offer and serves as the foundation for a new visual identity system.  We reimagined the full extent of the brand – from vibrant stores and immersive environments to dynamic digital platforms – making every interaction intuitive, joyful and unmistakably Coppel. 💛💙   The result? A proudly local brand with global fluency – designed to power Coppel’s future across every touchpoint. . . . . . . . . . #túereslallave #Coppel #WolffOlins #BrandLaunch #BrandTransformation #BrandIdentity #BrandStrategy #BrandArchitecture #Creative #Design #Retail #Banking #Business by @wolffolins
82
a year ago
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