90 years of goodtimes by federico sher from uk

the brand has achieved international fame with a timeless device: a laughing cow.
a laugh transcends culture and time. it is understood by all people around the world.
now celebrating their 90th anniversary, our design took the simplicity of this motif as a reference point.
we felt that there was a need to change the cow's head in order to suggest the sole identity of the laugh and its meaning irrespective of time, space, shape or colour. in doing so, we aimed to recreate the joy, passion and wit of 'la vache qui rit'.
making use of the cow head as the zero, thus linking the two narratives, we aimed to mark the company's dedication to the playful idea of the laugh.