Pattern Behavior

Let’s unwrap this: Patterns are most notably used by fashion houses as a powerful tool for recognition. When made well, a branded pattern can bring texture, interest, and communicate the brand without plastering its name across all marketing materials. But much like a gingerbread family at dessert time, patterns work best when they come from the same DNA as the rest of the brand’s assets.

Let’s unwrap this: Patterns are most notably used by fashion houses as a powerful tool for recognition. When made well, a branded pattern can bring texture, interest, and communicate the brand without plastering its name across all marketing materials. But much like a gingerbread family at dessert time, patterns work best when they come from the same DNA as the rest of the brand’s assets.

Flowing shapes pulled from the brand toolkit were used as a versioning system — one that was able to highlight holiday varieties. Subtle, but intentional icons come through in the pattern design, alluding to seasons or different themes throughout the year.

Dove

Dove, one of the largest global chocolate brands, has a rich history of delivering silky smooth product experiences. Our goal was to bring that characteristic to life in an ownable, flexible system that allowed for a wide variety of applications from seasonal to premium to gifting and beyond.

Flowing shapes pulled from the brand toolkit were used as a versioning system — one that was able to highlight holiday varieties. Subtle, but intentional icons come through in the pattern design, alluding to seasons or different themes throughout the year.

An updated logo with fluid curves and forward motion gave the organization a monogram more suited to their personality. Extending this mark to macro applications, patterns, and photo containers expanded their shape language dramatically. By applying these custom patterns to items like masks and socks, we not only gave JHDC company members fresh merch to wear with pride, we also increased their brand recognition. Mask up and show off!

Joel Hall Dancers & Center

For more than 40 years, Chicago non-profit JHDC has been enriching lives through dance. Our task was to create a new brand identity that was future-forward, holistic, and reflective of the full scope of the organization as they entered a period of growth and expansion. This new flexible toolkit included… *cue little drummer boy solo* … patterns!

An updated logo with fluid curves and forward motion gave the organization a monogram more suited to their personality. Extending this mark to macro applications, patterns, and photo containers expanded their shape language dramatically. By applying these custom patterns to items like masks and socks, we not only gave JHDC company members fresh merch to wear with pride, we also increased their brand recognition. Mask up and show off!

The custom patterns add warmth and texture while pictograms bring meaning, reinforcing the mission of the brand. The system also easily enabled the integration of the logo itself into the design, aiding in brand recognition. Despite not having additional packaging assets, Humble Design’s system proves pattern strategy works on or off pack.

Humble Design

Humble Design serves families transitioning from homelessness by transforming their empty houses into warm and welcoming homes using donated furniture and household goods. Both patterns and icons became critical players in Humble Design’s identity solution, representing the things that make a house a home.

The custom patterns add warmth and texture while pictograms bring meaning, reinforcing the mission of the brand. The system also easily enabled the integration of the logo itself into the design, aiding in brand recognition. Despite not having additional packaging assets, Humble Design’s system proves pattern strategy works on or off pack.

The end result surprises and delights, with little hints of the system coming through on pack, giving each icon purpose. The tone-on-tone pattern created from the icons cues artisanal and differentiates from the core products, while still being oh so Snickers.

Snickers

When Snickers wanted to launch a Nut Butters line of creamy products, our task was two-fold. First, we needed to create a collection of … you guessed it… patterns! that spoke to the different nuts used across the line, employing the pattern as a versioning system. Second, we needed to deconstruct the patterns into icons that enabled claims without the clutter.

The end result surprises and delights, with little hints of the system coming through on pack, giving each icon purpose. The tone-on-tone pattern created from the icons cues artisanal and differentiates from the core products, while still being oh so Snickers.

The Battle of the Patterned Holiday Cups

Coffee companies know the power of a good pattern and have been employing this design strategy on their seasonal cups for years. Starbucks, Dunkin, and even Caribou Coffee bring their A-Game every autumn, usually paired with bright pops of colors and playful icons from their toolkits. Which of these won your heart this holiday season?

The Battle of the Patterned Holiday Cups

Coffee companies know the power of a good pattern and have been employing this design strategy on their seasonal cups for years. Starbucks, Dunkin, and even Caribou Coffee bring their A-Game every autumn, usually paired with bright pops of colors and playful icons from their toolkits. Which of these won your heart this holiday season?