To compliment the Chelsea Flower Show, underscore were tasked with creating the identity and brand theme for ‘Chelsea in Bloom’ which sees selected retailers across Chelsea and Knightsbridge compete for the coveted floral crown with a display of breathtaking displays.

This year’s theme is Oriental Chic, drawing on classic eastern influence and timeless style, although our identity concept has been created for long term – using the stem of the ‘l’ as a flower stem gives the opportunity to add flowers specific to the theme year on year. This year, due to the oriental theme, the flower incorporated into the identity is an orchid.

Information will be passed onto the local audience via flyers, floor decals and large displays within Duke of York Square and a large branded inflatable structure within Sloane Square, which is the info point for this year’s event. For more information visit chelsea in bloom or take a tube to Sloane Square and go from there!

One of the top stories on the BBC technology website this week was the video showing a concrete tent of all things. Sounds mad, the inventors Will Crawford and Peter Brewin show off their invention and explain how it works.

The idea

The two engineers came up with the idea while at university – The tent is made of a new fabric that when you spray it with water it turns into concrete within 24 hours. This would allow aid teams to construct solid structures in emergency zones easily and quickly – and has a possible lifespan of approximately 10 years. The design can cope with most weather conditions thrown at it and can be built by anyone with absolutely no training. Within hours of a crisis, the shelters can be set up and ready to live in.

It’s easy to see how and where the concrete tent invention could be used. Take Japan for example where a reported 100,000 people were displaced by the earthquake and tsunami.

With many of the people huddled in makeshift shelters, the need for better quality emergency shelters its obvious and would lessen the human damage and provide a measure of safety and comfort for victims of such disasters.

Award winning

The original design won a number of awards – including the Saatchi & Saatchi Award for World Changing Ideas. The only problem is that at the moment they cost at least £10,000 each so its less likely to go into mass production. I’m also not sure that money is well spent – it be used for food, water, medical supplies and cheaper temporary shelters.

It seems a shame that such a great idea that could clearly make a difference might be sidelined.

Take a look at the video where the inventors give a full demo and speak about what inspired them to make it.

What do you think?

Is this a word changing idea? Is it enough that a design is an award winner to make it a commercial success? Let us know your thoughts on the concrete tent, comment below.

Coca Cola is probably the most iconic brand in the world and this year they are celebrating their 125th anniversary globally.

Coca Cola has built up a superb brand reputation over the years, however even a brand this big has been able to make mistakes. In 1985 Coca-Cola changed the recipe of the drink (for the first time in 99 years!) and launched it as the ‘New Coke’. Unfortunately customers did not enjoy the new taste and they begged Coca-Cola to bring back the classic taste of the original version. And so they did.

We think the best thing about Coca-Cola is that they have kept the brand consistent throughout their 125 years with the same core message and brand logo. ‘Open Happiness’, ‘being together’ and the ‘refreshing’ aspect can be found in all of their media communications. Whenever we see a Coca-Cola advert, we find it hard not to smile or feel the happiness!

With the launch of their 125th anniversary campaign, they reach back to their well known illustration style. By bringing back the nostalgic feeling with this campaign, we think Coca Cola once again has proven it’s iconic status of a brand.

How do you feel about this iconic brand and its new campaign?

When you’re travelling home tonight, make sure you get a copy of the Evening Standard and take a look at the “London Life” section on page 37. Journalist Victoria Stewart paid a visit to MADD and is pretty sure she’ll be back for a snack after dinner… She’d be MADD not to…