During the summer of 2006 every person in Malmaison’s database received an email. It was a simple, uncluttered message dominated by an eye-catching image. At first glance, the sight of beautiful dandelion seeds drifting sedately into a deep blue sky no doubt soothed a few minds and brightened the day for many. Then something happened. The ‘delete’ button didn’t get pressed. Instead, heads leaned closer to monitors, eyes widened and eyebrows were raised

Those weren’t ordinary dandelion seeds. They were transforming. They were subtly turning into something else: the Malmaison logo.

Bold design, an unusual visual element and Malmaison’s strong brand identity were combined to deliver exactly the kind of twist their target audience has come to expect from this…