We’ve all been there; head firmly slapped into hands as the client phones through “yeh, I really like what you’ve done here but uh, can you make the logo bigger”. Against your better judgement, you duly oblige. “Great yeh, um, bit bigger again…” and it goes on, until the only thing to satisfy them is seeing what was once a beautifully balanced layout dominated by their identity.

Well, it may be of some comfort to know that Turner Duckworth are not exempt from this posturing with their recent limited edition repackaging of long-time client Diet Coke. Only with them it turns out looking awesome. And I dare say it was probably their idea. And will probably win many, many awards.