Scottish rockers Biffy Clyro are tipped to be teetering on the brink of the very big time. I’d never heard of them, but this poster caught my eye, and that is kind of the point. In a world of visually and sonically inter-changeable indie landfill bands, here is a declaration of intent written large. Visually it has the unmistakable fingerprint of Storm Thorgerson (creator of the album designs for Pink Floyd, below), and the tricolour motif has a hint of the Coldplay vibe about it. So, before I’ve heard a note I’m thinking “big band, anthemic sound – better check them out”.

My point is that band posters, like FMCG packs, tend to fit pre-prescribed formats. And the graphics that go on are only a matter of the same ink in different arrangements. And yet it’s possible to be small and yet convey a sense of grand ambition which is compelling in itself. We do the packaging for drench – a water brand which certainly started small. But we always wanted the graphics and behaviour to suggest that it was thinking big. Just because you don’t have Coke’s budget doesn’t mean you can’t have Coke’s confidence. And confidence is persuasive.