Nick Vaus, partner and creative director at Free the Birds, added that the use of distinctive assets remains “indispensable” as part of brands’ marketing within a saturated market, aiding consumers to form emotional connections in the process.

“Brands with a unique and easily recognizable identity typically enjoy greater customer loyalty, as customers can swiftly identify and trust them. In today’s age of digital information overload, a distinctive brand can stand out and leave a lasting impression,” Vaus said.

“Hence, when contemplating brand redesigns (especially for heritage brands), it’s crucial to approach them thoughtfully to preserve the brand’s personality and values.”