Wimpy: From Forgotten Icon to Future Phenomenon
Before McDonald's conquered Britain, Wimpy ruled the high street. Though overshadowed by global chains, those iconic red booths remain etched in collective memory. This "What If — Brands Reimagined" exploration reveals why Wimpy's comeback time has arrived: a perfect storm of deep-rooted nostalgia, Gen-Z's appetite for authentic heritage brands, and cost-conscious consumers seeking value. We map out the blueprint — from visual identity to menu innovation to strategic positioning — for transforming this dormant British original into tomorrow's breakout success story.
Tomás Saraceno on Art, Culture and Rethinking Our Relationship with Nature
Through web sculptures, large-scale installations and collaborative projects, artist Tomás Saraceno asks us to reconsider how we live alongside nature. He is inviting a more connected, less human-centric view of the world.
How Brands Can Succeed in Cultural Collaborations
When done well, cultural collaborations can bring real depth and meaning to a brand. But they’re just as easy to misjudge. We unpack the essential dos and don’ts of working with artists and designers — from building genuine trust to allowing creative freedom — and explore why getting the balance right is more important than ever.
Tim Marlow on How the Design Museum Is Reframing Its Brand, and the Role of Cultural Institutions
As the Design Museum prepares to open its doors to 'Blitz: the club that shaped the 80s', CEO Tim Marlow reflects on what a design institution should be in a world radically different to when the museum first opened its doors. His mission? To make design relevant, diverse and resonant in contemporary culture.
Creative Partnerships Are Reimagining The Balvenie for a New Era
With Transposition — a bold, sensorial installation by designer Samuel Ross — The Balvenie opens a new chapter in how legacy brands evolve through creative dialogue. Rooted in craft and community, the collaboration offers a fresh take on whisky-making that speaks to younger, culturally attuned audiences. We speak with brand ambassador Sean Fennelly about how such partnerships are shaping the brand’s future.
From Concept to Cult Brand: Chotto Matte Founder Kurt Zdesar on Winning in Hospitality
Kurt Zdesar knows how to build a restaurant brand that lasts. As the founder of Chotto Matte, he’s turned immersive dining and strategic global expansion into a winning formula. We spoke with him about creating experiences that go beyond the plate — and what it takes to grow with intention in a competitive market.
Milan Design Week 2025: Stories, Spaces and Brands That Shaped the Conversation
Conceptual depth, cultural resonance, and brand storytelling done well — Milan Design Week 2025, from Salone del Mobile to Fuorisalone, proved that design still holds the power to ask the bigger questions. These are the stories and ideas that moved the conversation forward.
Beyond Exhibitions: How Museums Like Triennale Milano Shape Society
In this wide-ranging conversation, Triennale Milano president and architect Stefano Boeri reflects on the vital role of cultural institutions in shaping civic life. He explores how design, architecture, and the arts can challenge dominant narratives, foster critical dialogue, and ultimately contribute to building a more inclusive and forward-looking society.
A Comprehensive Guide to Creating a Successful and Enduring Brand Book
An inside look at the art of creating meaningful brand books that resonate and endure — where storytelling meets strategy, and design brings identity to life. Featuring The Life Negroni and La Vita Campari, two richly crafted titles by Spinach Branding that exemplify how narrative and aesthetics can elevate a brand’s cultural relevance.
BIG’s Vision for the Future City Is Bold, Sustainable, and Built for People
Telosa is an ambitious new city designed by architect BIG (Bjarke Ingels Group) and led by entrepreneur Marc Lore. Planned to rise in the American desert by 2050, it proposes a fresh model for urban life rooted in sustainability, social equity and innovation. With human-centred design and a bold for-profit approach, could Telosa become a blueprint for future cities? BIG’s Alana Goldweit shares insights into the project’s evolving vision.
Seedlip Founder Ben Branson on the Budding NoLo drinks Landscape
As founder of Seedlip, Ben Branson was among the first to champion no- and low-alcohol spirits, blending design, storytelling, and a deep knowledge of botany to create a globally recognised brand. He reflects on the rise of mindful drinking, the 'sober curious' movement, and the role of innovation in shaping the industry's future.
How Spinach Branding Shaped Barking Riverside’s Identity Through Placemaking and Community
Spinach Branding worked with Barking Riverside London to shape Barking Riverside’s identity around a bold placemaking proposition: “a place to be, become and belong.” The brand continues to inform every touchpoint, culminating in the latest campaign, “Think differently. Live differently.” as a call to embrace a new way of living.
How Iris van Herpen and Rolls-Royce Redefine Modern Luxury Through Craft
Iris van Herpen has long challenged the boundaries of fashion, blending science, art, and technology to craft garments that are as much sculpture as couture. In this conversation, she reflects on the evolving meaning of luxury — one that values process, collaboration, and emotional resonance over mere opulence.
How Rolls-Royce Envisions the Future of Bespoke Luxury
With a £300m investment in its Goodwood home and a growing appetite for bespoke commissions, Rolls-Royce is leaning fully into the future of personalised luxury. We take a closer look at how the marque is rethinking craftsmanship, storytelling, and the role of the car as a deeply individual expression.
Enduring Brands Aren’t Built by Accident
What gives a brand its lasting power? In this reflection on the art and craft of identity, Spinach Branding’s creative partner Leigh Banks considers how brands can remain culturally relevant without losing their core. From clarity of purpose to the quiet power of good design, he offers a nuanced take on what it means to build a brand that endures.
The Case for Digital Brand Hubs in a Connected World
In a fast-moving digital world, printed brand guidelines no longer cut it. Digital brand hubs keep teams aligned and assets current — offering a smarter, more agile way to manage brand identity across platforms.
Sacred Spirits on Crafting a Brand Book and Website As Distinctive As Their Gin
Highgate’s boutique distillery, Sacred Spirits, has built a cult following for its handcrafted gins. We spoke with founders Ian Hart and Hilary Whitney about working with Spinach Branding to create a brand book and digital presence that capture the spirit’s unique character — and the value of investing in thoughtful storytelling.
Why Branding Starts With Compelling Storytelling
A lasting brand isn’t built on trends or clever slogans. It takes a clear point of view, a sense of purpose, and the discipline to stay consistent — even as the world shifts. Spinach Branding shares what it really takes to create an identity with depth and longevity, and why it all starts with asking the right questions.
Five Rules for Advertising That Actually Work
In a world saturated with ads, standing out requires more than just clever copy or flashy visuals. Drawing from decades of experience and insights from advertising legends like David Ogilvy, Spinach Branding distills five essential principles that ensure your advertising not only captures attention but also builds lasting brand value.
How Annual Reports Shape a Brand’s Story
Annual reports are often overlooked — but done right, they can reveal a lot about a company’s values, voice, and ambition. Creative director Adam Thomas shares how Spinach Branding approaches these projects with equal parts editorial thinking and visual craft to turn a functional document into a compelling expression of brand identity.
Decoding Modern Luxury: Inside Bentley’s Design Vision
In conversation with the former Bentley design director, Stefan Sielaff, we explore how the marque is redefining luxury for a new era. Moving beyond traditional opulence, Bentley focuses on craftsmanship, sustainability, and innovation to meet the evolving expectations of contemporary consumers.
Mirror Margarita: A Surrealist Twist on a Classic Cocktail
Hacha Bar’s Mirror Margarita reimagines the classic cocktail with a crystal-clear appearance that belies its complex flavour profile. Inspired by surrealist art, Spinach Branding crafted a visual identity and digital presence that mirror the drink’s unexpected clarity and depth, turning a familiar favourite into a modern, memorable experience.
How to Choose a Branding Agency That Gets You
Choosing the right branding agency is about more than portfolios and price points. It’s about finding a team that understands your vision, challenges your assumptions, and brings fresh perspective to the table. This guide offers practical advice on what to look for — and what to avoid — when selecting a creative partner to help shape your brand’s future.
Beyond the Sign: How Brand Signage Shapes Experience
Signage isn't just about wayfinding — it's a physical expression of your brand's identity. From material choices to typography, every detail contributes to the customer's perception. But can thoughtful signage design enhance brand presence and create meaningful connections in physical spaces?
How to Craft a Distinctive, Enduring Brand Name
A name can make or break a brand. It needs to be distinctive, meaningful, and legally sound — all while resonating with the right audience. Spinach Branding shares how they approach the naming process with equal parts creativity and strategy to ensure the result is more than just a label — it’s a lasting asset.
