It’s not a terrible idea in itself IMO
It’s an absolutely awful idea. It’s pretty much the wrongest possible way to go through any creative process. I can just imagine the meeting, or probably countless meetings that came up with the brief. Its got design by committee written all over it
You’re effectively placing the designer in a straightjacket, right from the off, that they can’t deviate from just for the sake of something largely pointless. I bet they audibly groaned when they read the brief.
You might as well impose something completely arbitrary like every design must contain a chemical formula and a llama
It was the designers at Wolff Olins who came up with the results, who I imagine know what they’re doing, but even they couldn’t polish that particular turd
It’s just a rubbish idea. Full stop.