About time I commented on the brand that inspired the blog masthead. An iconic pack shape and graphic design means the brand can play all kinds of games with its consumers, blissfully ignoring the people who don’t get it. Really pushing the envelope here with its ‘Extra Old’ version drawing on cognac design language, Marmite challenges its fans to keep up. We accept.

Takeout: if your packaging is iconic, your innovation horizon (for products and communication) expands.