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Studio Frith evolves Jolene’s hand-drawn logo into full brand identity

Studio Frith for Jolene, UK

Art direction by Studio Frith, photo by Clare Shilland, Jolene, UK

Studio Frith for Jolene, UK

Photo by James Hole, Jolene, UK

UK – North London restaurant and bakery Jolene has unveiled a refreshed brand identity by graphic design and creative agency Studio Frith, retaining the tactile charm of a logo first drawn in 2018 by designer Frith Kerr’s six-year-old son.

Originally conceived to capture the restaurant’s ‘naive simplicity’, the hand-scribbled mark now anchors a broader design system that extends across interiors, merchandise and digital touchpoints.

The updated identity includes a new set of animated J-marques, a redesigned website with an e-commerce shop for Jolene’s baked goods, and art-directed product photography by Clare Shilland. Each element balances playfulness with precision, demonstrating how a single human gesture can evolve into a holistic brand language.

By grounding its identity in something personal, imperfect and recognisably human, Jolene offers a counterpoint to overly polished branding and AI-generated aesthetics. This aligns with insights from our recently published Human by Design report, which spotlighted the creatives embracing messy, nostalgic and kinetic design that reflects the human touch.

Strategic opportunity

Harness the power of imperfection by inviting loyal customers or local communities to co-create brand marks and assets, fostering a deeper emotional connection with your business and long-term brand loyalty, while avoiding boring, AI aesthetics

The Hoxton to open basement nightclub in Irish boutique hotel

Ireland – The Hoxton will open its first Irish property in November 2025, combining a boutique hotel experience with nightlife programming and Viking-era heritage. Located in Dublin's Creative Quarter, the 129-room hotel occupies the former Central Hotel building on Exchequer Street and is designed to reflect the character of its neighbourhood.

The basement will host Groundwork, The Hoxton’s debut nightclub concept, which promises to celebrate inclusivity and classic club culture. Guests will find Viking ruins, which were discovered during construction, displayed in the ground-floor bar and lounge, while the revived Library Bar serves fireside Guinness and cheese toasties in a space that preserves the building’s historic charm.

Dining options include Cantina Valentina, serving Peruvian dishes, and Dollars, a New York-style deli by day and natural wine bar by night. The opening marks another step in The Hoxton’s global expansion, with early bookings rewarded with discounted rooms, dining credits and complimentary Guinness.

Find more insights about the future of nightclubs in our Designing Nightlife report.

The Hoxton Dublin, Ireland

Strategic opportunity

Consider the potential of hotel-nightlife hybrids with late-night programming in hospitality spaces such as intimate DJ sets, supper clubs or ticketed parties

Stat: CMOs embrace AI while doubling down on human creativity

AI imagery by The Future Laboratory, UK

Global – Dentsu Creative has released its 2025 CMO report, which draws on insights from nearly 2,000 senior marketing leaders in 14 countries about their sector's place at the intersection of AI and human ingenuity. It finds that AI is enabling scale, speed and personalisation yet, while AI is firmly embedded in daily workflows, human imagination and cultural intelligence are more valued than ever.

Although 71% of CMOs acknowledge that ‘if I don’t win with the algorithm, I will be invisible’, 79% warn that leaning too heavily on algorithms risks a ‘sea of sameness’.

The report highlights that 87% of CMOs believe future strategies will require greater creativity, empathy and humanity, while 78% insist that generative AI can never replace human imagination. Today’s CMOs overwhelmingly agree that co-creation is a critical lever, with 91% saying that in the future, brands will be built through partnerships with creators, platforms and culture makers.

‘The more we embrace AI, the more human we must become; unearthing the deeply personal truths, grounded in culture, that resonate, differentiate and scale,’ says Patricia McDonald, global CSO at Dentsu Creative.

Read our macrotrend report The Synthocene Era: Merging Human and Machine Intelligence to understand how AI can enhance human creativity and capabilities.