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Sweet'N Low, the iconic artificial sweetener, is getting a new look, based on illustrations reminiscent of the 1960s and 1970s. Agency Mother, New York, created the campaign for the brand's parent company Cumberland Packing, which ultimately aims to broaden Sweet'N Low's appeal beyond its traditional 45-year-old-plus-female demographic to a younger audience. The color pink is a driving force in the makeover, as is the single-serve paper packet with the classic logo that appears in all the new ads. The graphic work is clean and text free. As for the retro feel, Mother officials say that retro is in fashion and, at the same time, stays true to the brand. The campaign launched first as digital posters and videos, and print ads are currently running in publications including Us Weekly and Good Housekeeping. Still to come are outdoor ads like bus shelters and storefronts and Mother and the client are considering merchandise too, the likes of T-shirts or mugs perhaps. Contact: www.mothernewyork.com

Classes are underway at New York University Abu Dhabi, the first comprehensive liberal arts and sciences campus operated abroad by a major US research university. As part of the venture, Pentagram New York was called on to design a creative identity that could link the umbrella NYU with the cultural context of Abu Dhabi, the Emirates, and the Middle East. The centerpiece of Pentagram's solution is a motif based on NYU's symbol, the torch. By repeating and rotating it, a tiled pattern evocative of Middle Eastern decorative arts is created. A color palette, derived from Abu Dhabi's official brand standards, brings the pattern to life in a variety of combinations, and unifies the different facets of the institution's communications program. These include brochures, posters, announcements, catalogs, as well as signage and graphics at NYUAD's interimcampus building in downtown Abu Dhabi and its satellite facility on Washington Square Park. Contact: www.pentagram.com

Think Studio has designed a new website for Maine Road Management, an artist management company whose clients include David Bowie, David Byrne and Joe Henry. To reflect excitement of the music from such artists, the website (www.maineroadmanagement.com) uses bold photography and adds some interactive features too to keep it light. Office photos, combined with simple and sophisticated type, give a sense of the working environment. Credits for the project go to designer and programmer Herb Thomby and designer John Clifford. Contact: www.thinkstudionyc.com

Siegel + Gale has revitalized the national brand of the YMCA, striving for new visual identity that is active and welcoming—representing the organization's commitment to social progress. Even though the YMCA has universal name recognition, research by Y-USA, the national resource office of the nation's almost 3,000 YMCAs, showed that few people really understand what the nonprofit stands for. The logo now reflects how the public commonly refers to the brand, as "the Y", and is set in a variety of color combinations to symbolize diversity and vibrancy. "Through our new brand platform," says Kate Markin Coleman, Chief Marketing Officer at Y-USA, "we will more broadly make known what we do and our impact — so more people can benefit from what we offer." Contact: www.siegelgale.com

TCBY tapped StruckAxiom to design and execute a new identity and concept store that sends the message that TCBY's frozen yogurt is the healthiest as well as the tastiest. The challenge: to overcome the perception that the treat is too indulgent to be healthy, and to stand out among a slew of me-too's who are taking market share from the three-decade-old brand. The firm researched trends and directions to find a graphic expression that balances health, taste, nostalgia and forward thinking. The solution: a bright colorful rebrand with a youthful, pop feel to it. Contact: www.struckcreative.com

Design firm Able came up with packaging for specialty coffee roasters One Village Coffee that embodies the feeling of a "village" in a simple, graphic bag. Writer Rob Franks and Creative Director Greg Ash of Philadelphia's Able Design are both responsible for the One Village Coffee package design as part of a rebranding project. The design firm spent nine months with the employees, roaster and fans of One Village Coffee, in order to design the sentiment of a village" into a customer experience. The bag was printed in white and two colors with a matte finish and gloss trapping over the logo. Since the budget didn't allow for more than one type of bag, a different label with a customized icon is used to identify each type of coffee. One Village Coffee was found about three years ago with the goal of directing money to non-profit groups; so far they have helped organizations around the world including a de-worming project for children in Honduras and educational development in parts of Nigeria. Contact: www.designedbyAble.com

eBay has launched a new set of reusable boxes as part of a pilot program to make shipping a little greener. Starting in October, the company is giving away 100,000 of the shipping boxes designed by San Francisco-based creative studio Office to eBay sellers, and encouraging reuse. Each box is made of 100 percent FSC-certified and recycled material, printed with water-based inks, and designed to require minimal tape and last for multiple uses. Engaging graphics adorn the box and there is function to the decoration too. There's a space for shippers to write messages and comments for the buyer, and over time as you reuse the box to send onto another buyer the messages build up, a timeline and geographical trail develops.