01 / What I noticed
The actual problem.
A legacy business carries a dangerous kind of equity: familiarity. Change too much and you erase recognition. Change too little and the brand stays trapped in the past.
02 / The design move
Treat memory as material, not decoration.
The shop
The physical memory of entering the store became more useful than generic “heritage” cues.
The number 67
Longevity was allowed to feel factual and confident, not like a badge begging for authority.
The box
Packaging carries the recognisable warmth forward while becoming clearer and more contemporary.
The story
Three generations become context. The customer experience stays the hero.
03 / The object
A new box with old muscle memory.
The system is designed to feel immediately familiar at hand-distance, while tightening hierarchy, typography and shelf presence.
67
Hero application / replace with project photo
67
Detail / replace with project photo
67
System / replace with project photo
04 / The thing worth keeping
The best heritage brands do not look old. They look like they have earned the right to continue.
Next case study
Kadak
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