Design BridgeDesign Bridge


Which brand would you love to redesign? Part 2

We’ve been asking people around our Studios which brand would love to get their hands on and redesign. This week Laura, Jason and Lizzy chose a British high street staple, a global apparel brand that seems to have lost its way in Singapore, and a Dutch hotel chain with a potentially confusing logo…


Chosen by Laura Ford, Senior Brand Strategist, London
If I could redesign any brand I would choose Greggs, the British bakery chain. Although the logo isn’t very old, the brand’s food values have moved ahead so quickly that it feels a little behind, and the visual identity doesn’t seem to match the brand’s ambitions of lower calorie meals and more diverse healthy options (more about that on The Drum).

View this post on Instagram

A post shared by Greggs (@greggs_official) on

In a post-Brexit world it’s important that these staples of the British high street deliver the best version of a local story to match consumer expectations. Customer experience is key when we make the decision on a food brand being worth our money, and I think there’s an amazing opportunity here to do something for Greggs and make a real difference to the brand’s business.



Chosen by Jason Liw, Junior Visualiser, Singapore
I love skateboard culture, so for me it has to be Vans; a global brand that is most famous for its streetwear/skateboarding footwear, which was really popular with young people in Singapore around 7 years ago.

At the time, Vans and Converse were rivals similar to Apple and Samsung now. You’d either be Team Vans or Team Converse. People would talk about the latest release from these brands and would rush to get the newest shoes. But from what I’ve noticed, on the Singapore scene at least, the desire for Vans has been declining in the last few years. For a brand that targets millennials, I am struggling to see how it has been appealing to the local youths. Even with the launch of its new re-designed shoe series, not many of my peers were aware of Van’s latest marketing campaign, for example.

If you look on the Vans website they are featuring the right musicians and artists from Southeast Asia, which should be something that props up brand recognition amongst young people.


But somehow these initiatives don’t seem to be reaching these audiences. Combined with the popularity of other sports brands moving into streetwear, the competition for Vans has become tougher. I wonder if this is the case for the brand in other parts of the world, too?

With such a unique and strong brand story rooted in skateboarding culture, I think that Vans would be an interesting brand to overhaul, and I’d love to help rebuild its connections with young people in Singapore.


Van der Valk

Chosen by Lizzy Ruijter, Designer, Amsterdam
Van der Valk is a large hotel and restaurant chain with at least 100 locations in the Netherlands, so it’s very well known to us Dutchies. The brandmark, however, has always been a ‘huh?’ moment for me. I just can’t comprehend the use of the toucan. Let me explain…

Van der Valk is a family-owned business, and they use their surname as the company name. So far so good. But when you literally translate “Valk” from Dutch it means “falcon”,  so surely it would make much more sense to use a proud falcon for the brand?


They’ve done a good job of overhauling their venues, interiors and customer experience recently, moving them into more premium territory, so I would love to redesign their visual identity to create a consistent and proud brand that better reflects this elevated offer.

EVEN if we really cannot touch the toucan, can we at least bring the brand into 2018?

Want to read more? Part 1 of the series is here, Part 3 coming next week…

Lead image by Rhendi Rukmana via Unsplash.

by Anna Stanford

, , ,


Which brand would you love to redesign? Part 1


Celebrating our first year at Design Bridge Shanghai