A minimal design can bring extra attention to a brand’s personality in a compelling way. In fact, sometimes it’s best to avoid ornate embellishments that make a bold statement in favor of smaller gestures.

One design agency that recently used the “less is more” philosophy to great effect is London’sMagpie Studio. Their recent work on Bandido Coffee Co. not only combines typography and symbolism into one bold logo that successfully conveys the brand image and personality, but it also won Best Packaging at Design Week this year.