GF Smith, a British paper company, recently underwent a significant rebranding with the help of TEMPLO, moving away from its heritage-focused identity established in 2014. While the new design has attracted mixed reactions from the design community—some praising its playful and confident approach, others considering it a misstep—the rebrand aims to better represent GF Smith's commitment to local community, sustainability, and innovation. Founders of TEMPLO and GF Smith's global brand director discussed the collaborative effort to surface the brand's values in a contemporary manner, despite the risks involved in such a transformation.
TEMPLO always approaches ethical commercial brands with care and only works with brands that share its values. GF Smith's commitment to community, education, and sustainability made it an incredible client for us.
The existing identity was right for the time it was created and rightfully won a strong following, but it no longer reflected the reality of our business and the sector we operate in.
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