Maud’s creates Rare with Google a visual identity that married the concept of punk, protest and grassroots movements with arguably the largest brand in the world — Google.

To find ways to make the Rare identity distinctive and ownable, Maud delved into the Google brand, embracing and subverting some of its key elements in equal measure. We played with the Google colour palette to wash the design with one of the 20 possible colours within the Google range, which was then overprinted with black messaging and imagery – a nod to grassroots photocopying and communications.