Daz is attempting to give a cheeky character to its brand, with fresh graphics for its packaging featuring a lyric from pop band Right Said Fred. Created by Belgium-based consultancy Design Board, the graphics and strapline ‘I’m too sexy for my whites’ aims to push the main message of ‘whiteness’ and will appear on the detergent packaging for Daz in the UK and Ireland.
The visual identity combines the club’s “illustrious heritage” and “future glory” with an eye to digital platforms and more casual fans.
The week-long festival will also host speakers including interaction design expert Daljit Singh and representatives from Heatherwick Studio.
His installation for London Design Festival draws on a number of inspirations, from clubbing in the 1990s to fake Crimean villages.