From KFC's bucketverse to a floating convenience store in a Toronto harbour.
This weeks most memorable.
01 — Brand
KFC has rebuilt its entire identity around the bucket, treating it as the organising idea for everything rather than just the thing your chicken turns up in. New logo, a warmer Colonel, the works, all of it orbiting the one asset nobody else can claim. A proper lesson in leaning into what already makes you famous.
02 — Design
A card game where you run a gang of street toughs, throwing down ever-bigger combos to muscle out your rivals. Lovely 70s-gang artwork, a simple ruleset and a tone that doesn't take itself remotely seriously ("do you hate fun or something?"). The kind of thing that quietly takes over a pub table all night. Created by West Coast games we’ve got ours on order, get your’s here.
03 — Campaign
To mark 90 years, Aer Lingus has skipped the planes and the routes and gone straight for the feeling: the hug at arrivals, the catch in the breath, the tears. Close-up portraits of real reunions, shot with proper warmth. A reminder that the best airline ads were never about flying, they were about landing.
04 — Activation
Heineken has turned the roar of the Tartan Army into something you can wear, embroidering the soundwave of Scotland's "We'll Be Coming" chant into a one-off kilt. A daft, brilliant bit of craft that captures a nation finally back at a World Cup. The fans' noise, made permanent.
05 — Art
Global Convenience a fully stocked corner shop, floating in Toronto's harbour. Artists Trevor Wheatley and Cosmo Dean rebuilt the most familiar space in any city and set it adrift, complete with international products and a glowing sign at night. A simple, surprising love letter to the humble corner store as the place where cultures actually meet.
What would make your brand memorable?
That's exactly what our programmes are built to answer, from creating cultural fame to full brand renovation. Start with the Memorability Advantage and find out where yours stands.
