An Post brand refresh


Designed by Max Phillips, Éanna O_Shea and Robin Fuller at Image Now

Executive Creative Director: David Torpey

Photographer: Malcolm McGettigan

Illustrator: Diarmuid Ó Catháin

Categories: Identity

Industry: Commercial


We worked with the Irish postal service, An Post, on a landmark rebrand that took an iconic and much-loved Irish brand into the digital age. This represented a once in a lifetime opportunity for the brand to re-introduce itself to the Irish consumer, and an exciting design opportunity.

Driving customer relevance was a key issue within the brand, and we worked closely with the strategy and digital teams to create a fresh, dynamic brand look and feel, while ensuring the design paid homage to its storied history. This began with a progressive wordmark and soon evolved to include two new sub-brands - An Post Money and An Post Commerce - a new web design, reimagined Post Office interiors, rebranded vehicle livery, a new set of brand guidelines, an environmental rebranding programme and a milestone internal brand launch to introduce employees to the An Post of the future. At the core of the new An Post brand was the dynamic mobius loop mark, whose movement and energy innately displayed the constantly cycle of send and receive inherent in the business, as well as a commitment to move with the times and innovate constantly.

As an organisation that occupies a very specific place in the heart of the Irish consumer, this evolved brand needed to retain a sense of trust while repositioning itself as a forward-thinking organisation with the customer’s needs at its very heart.