I developed Within Café's refined brand identity and a cohesive packaging system spanning coffee bags, takeaway cups and gelato tubs. Each piece features bespoke hand-drawn illustrations that bring the brand’s “Elevate Within” philosophy to life, capturing calm, connection and everyday ritual. A carefully curated palette of deep greens, warm neutrals and soft pastels creates a premium yet welcoming feel, while consistent typography and layout ensure a seamless, elevated experience full of character across every touchpoint.

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Seeing a lot of people roasting Spotify’s disco-ball logo… and honestly, I get why.

From a pure logo-design perspective, it technically breaks a lot of the things designers are trained to protect: clarity, simplicity, scalability, or even just using the right green, etc.

But I actually don’t think Spotify’s disco-ball logo failed because of the design. I think it failed because most people saw it with zero context.

Spotify is recognizable enough that they can stretch their identity and do something playful/cultural like this without losing brand recognition.

The problem is that most of us didn’t experience it as part of an anniversary campaign.

We just opened our phones and suddenly Spotify looked different lol.

So instead of feeling intentional, it felt random.

And honestly, that’s such a good reminder that branding isn’t just about the visual itself, it’s about the rollout, the storytelling, and the order people experience things in.

I genuinely think if Spotify had introduced the campaign world FIRST: the visuals, motion, playlists, nostalgia content, anniversary storytelling, etc.

…and THEN updated the logo…

people probably would’ve reacted more positively.

Because people are usually way more open to change when they understand the reason behind it.

Curious what other designers think though: Was the issue actually the logo, or just the way it was introduced?

And how far can a brand stretch its identity before recognition starts breaking?

That’s honestly the more interesting branding question to me than whether the disco ball itself is “good” or “bad.”

100% this. The issue wasn't the disco ball; it was the sequencing. We experienced the punchline before the setup! When you change an icon that people muscle-memory click twenty times a day without setting the stage first, it’s always going to feel jarring. Such a great reminder that branding is 50% visual and 50% storytelling.