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To turn POLO into a modern British classic, we created a precise and powerful design system as iconic as The Mint With The Hole® itself. A hole new look: With decreasing shelf space, relevance and sales, the iconic British mint was in danger of disappearing down its own hole. We needed to distinguish its classic brand elements from the clutter, and said farewell to dynamic swooshes and clunky typography while holding tight to the logotype, colour palette and that iconic ‘O’. Armed with the brand essentials, we found inspiration in the pristine white of the ‘O’, first seen in the 1950s. This beautiful white is now used across the entire brandmark, while the green becomes a drop shadow. With a burst of colour for range navigation and beautiful CGI renders of the sweets, a new, fresher mint was ready to hit the shelves.