This is the most demanding category for all involved: from the designers who have to execute it, to the clients who have to shepherd it, to the brand managers who have to implement it, to the judges who have to review it, and to the publishers of this book who have to lay it out and display each project's ambitiousness. Because of this, and more, it's the very best category in the Brand New Awards demonstrating the potential of design to define how a brand is positioned and perceived. Landor's work for the newly minted Bardot range of ice creams made everyone's mouth water, starting with a deceivingly simple silhouette of lips and an increasingly lavish and textured implementation that exudes sophistication and luxury. What Bardot and the rest of the winners in this category have in common is a restrained indulgence in comprehensive sets of identity elements that come together to tell a single, unique story.