The article is part of The Brand Identity’s biweekly ‘The Edit’ series, highlighting five recent design projects. Featured works include Tangent’s flowing identity for The Turner Prize 2023, Want Studio’s Baroness Beatrice typeface, Universal Favourite’s rebrand for Wholesome, Human After All’s inclusive identity for Plume, and Curtis Rayment’s graphic system for RYSK Racing. Each project showcases distinct creative approaches across branding, type design, and visual storytelling.
BP&O features Universal Favourite’s branding for Australian online grocery brand Wholesome, which unites ethical and sustainable product categories under the concept of 'eco-health'. The identity uses a custom typeface called Gooper, a playful logo, hand-drawn iconography, and a bright pastel palette to convey optimism and approachability. The project includes a full visual and verbal identity, photography, and website design that balance character with clarity.
