Differentiation by Design – Challenging Norms — Brand & Packaging Design Agency London

Canada just designed its bank notes the wrong way around…

The Bank of Canada this week released their updated $20 note featuring King Charles – the WRONG way around.

This isn’t the first time – in 2018 they launched their vertical $10 note which won the International Bank Note Society award.

But why?

Vertical bank notes fit perfectly in the palm
Predominantly this is how cash is handled in an exchange
A format change like this signals innovation, differentiation and design-thinking – tourists first interaction upon visiting a country is often in withdrawing cash in stations, what does that moment say about a country?Great design isn’t about challenging rules, it is about challenging habits which become norms through repetition over time.Horizontal notes had a place in history – but now not so much.

What 1 norm could you challenge in your category to gain real standout?

Daniel Hinde

Daniel Hinde is the Founder & Creative Director of Greatergood® Brands – a London-based branding and packaging design agency specialising in FMCG & CPG consumer brands.

With over 20 years of commercial experience building brands for global household names and hundreds of disruptive challenger brands – Daniel leads Greatergood's strategic and creative output across brand strategy, brand design, packaging design and retail strategy.

His work spans food and drink, health and wellness, supplements and everyday consumer goods – from early-stage startups preparing for their first retail listing to established brands repositioning for growth.