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Golden Rules 2 and 6 - Renovation

Donna Westwood

Created on October 21, 2025

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Linked to Bias, Portfolio Differentiation and Prenium Codes

Strategic

Distinctive and ownable, Assortment Architecture

iconic

everywhere

Consistently applied in every consumer touchpoint

Has creative WOE-factor and a multi-sensorial approach

exhilerating

delivering

DSV, Circular, Asset Factory

Significant design changes: new colors and/or new shapes and/or new wordmark and/or new symbol

SIGNIFICANTDesign Change

  • Different Colors
  • Different label shape
  • Different Wordmark
  • Different symbol

NOT A SIGNIFICANTDesign Change

Before

Before

After

After

  • Similar Colors
  • Minor differences in label shape
  • Same Wordmark
  • Same symbol