Evolving Iconic Brands: What to Preserve, What to Push and What to Let Go

Design is a continuous push toward making things better, clearer, and more relevant. But in the pursuit of what’s next, it can be easy to lose the quirks, signals and stories that made a brand’s expression distinctive in the first place.

Drawing from LPK’s experience evolving iconic brands, we will explore the tension between preservation and progress: what equity is worth protecting, how far an identity can move before it stops feeling familiar, and how history can become creative material rather than a constraint. Along the way, we’ll reveal three hypothetical refreshes for iconic CPG brands, using each to spark discussion around what to preserve, what to amplify and how far is too far.

Event Collaborator:

LPK

Graphic Village