Written by Chloe Cordover for The Dieline’s 'Shelf Life' newsletter, the article questions the logic behind recent brand extensions in the CPG space. It cites examples like Graza’s chips, David’s ice cream and cod, and Beyond Meat’s protein drink, suggesting that some brands may be expanding merely to stay relevant rather than to serve a coherent brand purpose.
The Brand Identity’s interview with Wolff Olins Creative Director Andy Khatouli explores his creative journey from Studio Moross to co-founding Oddigy and joining Wolff Olins. Khatouli discusses his inspirations, leadership philosophy, and the importance of challenging conventions and making meaningful work. The conversation highlights his personal resilience, creative process, and advice for emerging designers.
