And then it happens: after a century of history, someone—maybe by accident—picks up a logo upside down and ends up revolutionizing a brand.
Whether that’s how it really went or not, Corona has launched a new advertising campaign with revolutionary simplicity, playing with the iconic design of its bottle.
The project, called Hidden Sunsets, is based on a simple yet visually powerful idea: flipping the bottle’s label to reveal a hidden sunset.
The golden circle, originally designed in 1925 as a top-down view of an imperial crown, is transformed—without any retouching—into a setting sun.
A small detail becomes the centerpiece of an OOH campaign, both static and digital, strategically placed in scenic locations known for their sunset views. The campaign kicked off in South Africa, at the V&A Amphitheatre in Cape Town, then moved to Canada and Chile. In each country, billboards were programmed to reflect the actual local sunset time, merging symbol and real-life experience into a single evocative image.
With Hidden Sunsets, Corona not only reinforces its bond with the imagery of vacation and freedom, but also proves that its logo may be flippable—but it remains timeless.
Vienna has broadcast The Blue Danube, the iconic waltz by Johann Strauss, into space—thanks to a joint initiative between the city’s tourism board, the European Space Agency (ESA), and the Wiener Symphoniker orchestra.
The composition was transmitted as electromagnetic waves from Austria’s capital to the DSA 2 antenna in Cebreros, Spain, from where the signal was sent toward the Voyager 1 probe.
The project, titled Waltz into Space, was inspired by the surprising absence of the piece from the Voyager Golden Record—the gold disc launched in 1977 aboard the Voyager 1 and 2 probes to represent human culture to any potential extraterrestrial civilizations.
Though the disc included music by great composers such as Bach, Beethoven, and Mozart, The Blue Danube—one of the most universally recognized symbols of Viennese classical music and European tradition—was missing.
This absence was described by Norbert Kettner, director of the Vienna Tourism Board, as a “cosmic oversight”—especially given the iconic association of the waltz with outer space imagery, thanks to films like 2001: A Space Odyssey.
With Waltz into Space, Vienna seeks to fill that gap—ensuring that Strauss, and a piece of Viennese culture, can now travel among the stars, ideally alongside the other great masters already aboard the Golden Record.
In 2025, Deya Brewing Company celebrates its tenth anniversary—not only honoring its hop-forward beers but also a visual identity that has left a lasting mark on the craft beer world.
It all began in 2015 with the Steady Rolling Man can, decorated in an illustrated and surreal style that became instantly recognizable. That aesthetic, originally created for packaging, now bursts across the brewery walls in Cheltenham.
The murals surrounding the taproom amplify the brand’s visual universe, transforming the industrial area into an iconic destination. Here, among icy beers and psychedelic colors, a brewery visit becomes an immersive experience.
Behind every label—alongside quality hops—is Thom Hobson, the artist behind Deya’s entire visual communication, working from his studio in Belgium. His work has made the brewery not just a beer hotspot but a cultural symbol for design and creativity.
Ten years after its first can, Deya proves that a beer isn’t just something you drink: it can express an aesthetic, build a universe, and become a vision.
If you’re feeling unwell, there’s a place where you can be prescribed poetry instead of paracetamol: it’s called The Poetry Pharmacy, and it’s located inside the Lush store on Oxford Street in London.
Here, verses are dispensed to heal heartbreak, grief, stress, and everyday worries.
The concept offers “poetic pills,” emergency anthologies, and soothing lines—alongside coffee and treats from the Dispensary Coffee Shop.
Founded by poet Deborah Alma, the idea was born in 2011 as the Emergency Poet, a 1970s ambulance that brought poetry to festivals, schools and hospitals.
Over time, the project evolved into the first permanent “poetry pharmacy,” originally based in the Shropshire Hills. Every item—from books to stationery—is chosen to meet specific emotional needs.
In 2021, the Poetry Pharmacy was a finalist at the Independent Business Awards, and thanks to the interest of Lush’s CEO, a collaboration began that led to the Oxford Street opening in 2023.
The mission remains clear: to bring poetry to the mainstream, breaking down cultural barriers and promoting its therapeutic benefits. Alma’s project now aims to cross the ocean, with a New York opening planned by the end of 2026.
