Campaign

Coca-Cola

Poster Design - Animated Short Film delivered as part of a global branding campaign for The Coca-Cola Company

DETAILS

In 2006, Coca-Cola invited REX to participate in its 125th birthday celebrations, by joining a team of 125 artists from around the world taking 125 years of Coca-Cola marketing material and re-inventing it to create a series of fresh visuals inspired by the brand’s new global positioning statement – the Coke side of life.

Each ‘artist’ – which includes icons such as Sir Peter Blake, who designed the cover of the Beatles’ Sgt Pepper’s Lonely Hearts Club Band album – was given unlimited access to Coca-Cola’s archived marketing material, and invited to re-interpret these visuals in their unique style to bring the Coke mantra of “happiness in a bottle” to life.

The result is a gallery of imagery that pays homage to the brand’s heritage and the prominent role that it has played in popular global culture over the years, while simultaneously building its present branding platform. Rex’s Remix of the Coca-Cola brand, which the creators have dubbed ‘Cola-Cola Origami’, tells an African story using the universal language created by Coke over the years.

External LINKS

Coca-Cola Remix Official Site

Coca-Cola Remix Poster; Selection of Posters from other participating designers

PACKAGING

Dulux

Packaging Design for Dulux Duco Spray Paint

Details

Dulux Duco presented the perfect opportunity to Rex to dust off an old brand and give it a whole new lease on life. The aim was to get Duco out of the garage and integrate it into the lifestyles of consumers.

The design strategy, involved creating an identity for Duco that reflected endless creative possibility. Sales information suggested that Duco is no longer to be found only in the hands of mechanics and DIY-men, so the new identity was designed to be totally inclusive.

Duco loves rainbows, Duco loves mixing, Duco loves life. Duco loves everything. This was translated onto the Duco vessels to inspire an eclectic mix of activities and use of colour.

Duco Product

Art

Markinor

Original Art Series - Brand Internalisation Tool for South African Market Research Company

DETAILS

As part of the brand development program that Markinor embarked on in 2004, REX was asked to extend the company’s brand expression internally by giving voice to the brand personality and company values to which all internal stakeholders had contributed since the company’s inception in 1972.

The result is a revolving range of original artworks that not only provide a mouthpiece for the energy inside the company, but that also served to uplift the overall aesthetic of the interior office space, which has undergone a complete facelift as part of the larger brand development program.

The inspiration for the artworks was found in a set of research demographics, including orientations of age, time of day, weather conditions and geographic locations. These were then intermixed to provide a series of snapshots, which were subsequently translated into visual form.

Graphic Artworks - Canvas

Identity

WITS Paediatric HIV Clinics

Brand Identity - Visual Language for WITS Paediatric HIV Clinics

DETAILS

One of the most important things that you can give to children living with HIV is hope, and that’s exactly what the team at REX set out to do when they created a new name and brand image for the Wits Pediatric HIV Clinic, also known as ECHO.

The challenge on the design side was to retain the link with HIV through the symbolic red ribbon, but to replace the negativity and fear that surrounds this symbol with love and hope. The result is a highly emotive rendition of the HIV red ribbon, transformed to create a looping movement, which gets repeated again and again – to resonate with hope.

ECHO's new Brand Identity - Ringing out hope…

Campaign

Coca-Cola world wide with the rockandroll agency

Brand Strategy - Packaging - Animation - Merchandising Promotion - Interactive - Story-Telling - Illustration Graphic Design delivered as part of a global youth branding campaign for The Coca-Cola Company

DETAILS

Coca-Cola, the biggest brand in the world, was beginning to lose its grip on its core consumer - the youth of today and more importantly the generation after them, who simply don’t share the same emotional bond with the brand as the ‘baby boomers’.

In a bid to recreate this connection, Coca-Cola brought on board five design groups, from five different continents, and tasked them with re-integrating the Coca-Cola brand into the lives and lifestyles of the youth.

Dubbed M5, the project took the Coke brand back to basics. In the 1960’s, Coke, helped shape ‘The American Dream’ and artists like Warhol and Haring evolved the soft drink into a cultural icon using Pop Art as a vehicle.

In 2005, the members of M5 re-united the brand with the wonder of art, music, science and creativity - and in the process delivered an experimental project that was picked up by its target audience online, and completely accidentally, even prior to its official world-wide launch.

External LINKS

Tennant McKay
Caviar
The Designers Republic
MK12
Lobo
Fisherspooner
The M5 Official Site
TIME Magazine article: Coke's Quest for Cool

M5 Aluminium Bottles; M5 Africa Poster; M5 Merchandise

Interior

THE A1 CLUB

Brand Identity - Interior - Merchandising for the Hospitality Suite of the A1 Grand Prix

DETAILS

Rex was invited to participate in the development of the business concept, strategy and image construction of The A1 Grand Prix’s hospitality suite. The A1 Club is rival to the established Grand Prix Pavilion in Formula One.

The brand identity combines something visibly youthful and dynamic with the kind of class that hails from Monte Carlo. The experience is contemporary, opulent, avant-garde and roams to all the high profile leisure destinations around the globe during the A1 Grand Prix season.

Branding expanded onto a variety of applications from Hermes linen for the restaurant interiors, digital plasma displays in the hospitality suites and an exquisite range of merchandise.

Interior of the A1 Club Hospitality Suite

Way finding

constitution hill

Signage - Way Finding Systems for Constitutional Court of South Africa

Details

Constitution Hill is a one of the country’s most historical landmarks, having served as a prison for Nelson Mandela, and now housing the highest court in the land. As part of the revival of the Johannesburg inner-city precinct, this complex was rejuvenated and re-opened its doors to the world in 2004, making a proud architectural statement.

As part of the structural revival, Rex was invited to work in conjunction with Nabeel Essa Architects on the informational signage for Constitution Hill. The design team designed a non-obtrusive ‘way-finding system’ that was manufactured to be as translucent as possible in order to maximize the visibility of the historical surroundings. International information symbols were reconstructed to achieve the desired aesthetic and applied to maps, information displays and signposts.

Transparent Way Finding System

Strategy

Webber Wentzel Bowens Attorneys

Corporate Brand Strategy - Visual Brand Expression for the oldest South African Law Firm

Details

Rex was briefed to give visual expression to one of the oldest and only truly African law firms in South Africa, Webber Wentzel Bowens Attorneys - to date a fairly silent and emotionless brand.

Magazine Advertisement from Corporate Advertising Campaign