We’ve all seen how a brand can start to simplify it’s identity as brand recognition becomes universal – the ubiquitous Nike swoosh and the iconic Target bullseye for example. In his ‘Big Brand Theory’, designer Ewan Yap takes that idea a step further, reducing big brand identities to just a cropping.

The design team at our Charlotte ad agency likes how these experimental packaging designs are fun to look at but also maintain the brand’s integrity and recognition. And it’s pretty cool how you only need a to see a cropping to recognize the brand.

See how many you can recognize here.