In their own words
These places embody American culinary heritage, with recipes handed down through generations, and Molly's vision is to capture those chef-level flavours, making them accessible at home and bringing the essence of the sandwich shop right to your countertop.
It's almost as if it's written in mayo, with a subtle drip in the 'o' as a nod to that.
It feels both flavorful and familiar.
John's expertise, paired with Tom Holland's vision and the team at Imaginary Ventures, made it an exciting opportunity.
We focused on iconography, colour, and storytelling rooted in Tom's personal experiences, such as the crest and the fish symbol on the can, which is tied to his hometown.
While Tom's sobriety journey is integral to BERO, we wanted the product to be something people could connect with on its own merit.
Our approach was to create a brand with sophistication and legacy while making it accessible to a modern, health-conscious consumer.
We knew we wanted the design system to have an unbranded approach to it, so the typeface had to be a simple do-it-all grotesk that we could use for everything.
We showed them four vastly visual directions in the first presentation, knowing that this one was the riskiest, but definitely our favourite.
Articles & interviews
- Top 20 graphic designers of 2026, as voted for by creatives
Creative Boom reveals the top 20 graphic designers of 2026, as voted by thousands of creatives in its annual State of Creativity survey. The list highlights influential figures such as Paula Scher, Jessica Walsh, Simon Dixon, and Verónica Fuerte, showcasing a mix of established icons and emerging voices shaping the global design landscape. The article celebrates diversity in practice, from branding and typography to motion and illustration.
- Molly Baz Launches Disruptive Mayo Brand Ayoh with CENTER Design
Creative Boom reports on CENTER's brand identity for Molly Baz's new mayo brand Ayoh. The design draws inspiration from classic American diners and delis, featuring custom lettering, a playful mascot, and a vibrant color palette that stands out in the condiment category. The project reflects Baz’s bold personality and CENTER’s ability to blend nostalgia with modern appeal.
- Tom Holland Launches BERO: A Premium Non-Alcoholic Beer Brand
Creative Boom’s feature explores how New York studio CENTER designed the brand identity for BERO, Tom Holland’s new non-alcoholic beer. Founder Alex Center explains how the design merges British heritage with modern sensibilities, using personal storytelling, rich colors, and refined typography to create a premium yet approachable brand. The project emphasizes authenticity, moderation, and a brand-first approach over celebrity association.
- Center go all-in on minimalism with their confident packaging design for United Sodas of America
Brooklyn-based studio Center created a minimalist yet confident packaging identity for United Sodas of America, using vibrant colors and a clean typographic system built on Founders Grotesk. The design aims to represent unity and diversity across America through simplicity and color variety.