POLO

To turn POLO into a modern British classic, we created a precise and powerful design system as iconic as The Mint With The Hole® itself.

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Creating a Modern British Classic

The iconic British mint was in danger of becoming a forgotten classic. With decreasing shelf space, relevance and sales, this beloved brand was in need of a refresh.

Our task was threefold: improve stand out, create crystal clear range navigation and evolve the brand to drive radical reappraisal with a younger audience, without alienating our core, older consumers. 

Most importantly, we needed to turn POLO into a modern British classic.

 

A Hole New Look

To make a modern classic, you need to understand what brand elements have the potential to become classic and which are simply clutter. We conducted a brand deconstruct to separate the expendable (dynamic swooshes, clunky, colourful typography) from the essential (bold logotype, green/white/blue colour palette, the iconic ‘O’, blue holding device).

Now we had the brand building blocks in place, we leafed through the archives for inspiration and set about creating a design as iconic as The Mint With The Hole® itself. First seen on a 1950s pack, we applied the principles of POLO’s perfect and pristinely white ‘O’ to the full brandmark to simplify, iconise and increase stand out at fixture.

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The Hole Range

We also rationalised POLO’s green into a drop shadow and resurrected a bold holding device to add precision and masterbrand presence across all variants. 

Finally, a striking burst of colour created punchy range navigation and added to the overall brand blocking effect. This, paired with beautiful CGI renders of the sweets, meant we had a brand system that could be effortlessly rolled out across all pack formats. 

A Hole Lot More

On shelf and beyond, the new brand has bags of potential with a number of activations already underway. Clean and colourful, contemporary and classic, precise and powerful, this fresh new look is simply perfect for POLO. 

POLO Sweet GIF
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POLO Range Gif
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