LPK offices at Graphic Village

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.