Designer · Founder
The tension in the brand system was resolved when we realised it works like an illustration.
We wanted the animations to also be child-like, simple and non-hierarchical.
Written by Cat How of How&How, this opinion piece argues that so-called 'anti-branding' is not a rejection of branding but a strategic evolution of it. Using examples like Jolene’s child-drawn logo, Charli XCX’s Brat album, and Patagonia’s 'Don’t Buy This Jacket' campaign, How contends that these are calculated branding moves disguised as rebellion. The article dismantles the myth of authenticity in design, asserting that all visual identities are deliberate brand strategies.
Studio Frith created a brand identity for London’s Jolene Bakery that channels childlike spontaneity and authenticity. The logo, drawn by Frith Kerr’s six-year-old son, embodies the bakery’s regenerative and egalitarian ethos. The identity extends across packaging, signage, and digital applications, supported by simple typography and warm photography.