CBA announced two strategic appointments to its Paris office: Ricardo Oliveira has been named Executive Creative Director, and Gabriel Collins joins as Strategy Director.

These hires mark a pivotal moment in the development of CBA Paris, as we create a new global branding network –the antidote to the traditional monolithic approaches- born from the strategic union of CBA and Coley Porter Bell.

Gabriel and Ricardo will help us to fulfil our ambition to be strategic in our creative and creative in our strategy, and to unearth the unordinary ideas that make brands sticky and memorable and fuel brand growth.

We are thrilled to welcome Ricardo and Gabriel. Their complementary talents will enrich our offering and enable us to even better support our clients in creating iconic, enduring, and future-oriented brands, as well as in delivering creative strategy and strategic creative.

Anne Malberti

General Manager, CBA Paris

CBA: big capabilities, small agency feel.

With Cécile Ayed’s appointment as Group President last January, CBA positions itself as a new model, combining “Big agency capability” –with access to global data, cutting-edge technologies, AI expertise via WPP Open AI, and the strength of 9 international studios including Coley Porter Bell– and a “Small agency feel” –an entrepreneurial spirit, agile teams, close collaboration, and a tailor-made approach. This agility, particularly stemming from the network’s experience in constantly evolving markets like Latin America and Asia, allows CBA to offer global branding solutions with strong local relevance and resonance, supporting both global brands and “local jewels”.

The arrival of Ricardo and Gabriel in Paris is a critical part of strengthening our unique offer: a vibrant collective of 9 studios, entrepreneurial at heart, and backed by WPP’s global reach. We bring globally recognized branding expertise as well as a unique positioning – delivering the power of a large network with the agility and proximity that comes with a smaller agency. This is the antidote to traditional monolithic agencies, and it’s what enables us to unleash Unordinary Ideas for our clients.

Cécile Ayed

CEO, CBA Group

Ricardo Oliveira, Executive Creative Director: creative audacity for global impact.

With over 20 years of international branding experience, Ricardo Oliveira has shaped iconic brands for clients such as Nestlé, Unilever, and Pernod Ricard. Having previously served as Creative Director at CBA for nearly 8 years, he brings an in-depth knowledge of the group’s ecosystem.

His career, marked by experiences in Europe, Latin America, Asia, and the United States, provides him with unique “cultural fluency”. At CBA Paris, he will lead the creative vision to elevate standards of excellence and develop memorable brand experiences that transcend conventions and are deeply rooted in cultures.

I am delighted to rejoin CBA in this new role in Paris. I am excited about creating unordinary ideas that resonate, differentiate and endure. I am eager to collaborate with the teams in Paris and beyond to push the boundaries of creativity and work differently to serve our clients.

Ricardo Oliveira

Executive Creative Director, CBA Paris

Gabriel Collins, Strategy Director: understanding human behaviour for innovative strategies

A recognized expert in brand strategy, innovation, and consumer insights, Gabriel Collins has held key positions, notably as Head of Innovation at Boundless Brand Design and Strategy Director at Bulletproof. His expertise focuses on understanding the motivations that drive individuals. His appointment strengthens CBA’s ability to develop brand strategies rooted in human behaviour and culture. Gabriel will be deeply involved in the application of CBA’s proprietary AI-Ethnography, combining the expertise of its ethnography strategists with the power of artificial intelligence for unparalleled insights.

The success of brands today depends on their ability to understand and authentically engage with their audiences. CBA’s curiosity about people, culture and what truly motivates them, reinforced by innovative tools like AI-Ethnography and the power of the new network, offers a tremendous opportunity to build strategies that generate genuine connections. I am excited about bringing my expertise in innovation and insights to this new network.

Gabriel Collins

Strategy Director, CBA Paris

/ Let’s Create What’s Next

At CBA, we believe in the power of design to spark connection, transform brands, and shape meaningful experiences.

If you’re ready to bring your brand vision to life, get in touch with us.

We’d love to spark Unordinary Ideas together.

Let's talk!

In a market where standing out has become one of the biggest challenges, the international branding agency CBA stands out by offering a remedy to what it calls the “distinction crisis.” Under the leadership of Cécile Ayed, CEO of the CBA network, the company combines global scale with a deeply human approach.

Crédit : Cécile Ayed, CEO of the CBA network, featured in Forbes

/ big small: A powerful yet agile agency

With 320 experts across 9 studios in Europe, the U.S., Asia, and Latin America, CBA brings together the strengths of a big agency, including tech and data muscle via WPP, with the flexibility and personal touch of a smaller, entrepreneurial structure. As Cécile Ayed explains: “After more than 30 years in branding, having the chance to write the next chapter of CBA, with this entrepreneurial spirit and backing from a group like WPP, was immediately appealing.” This setup ensures strong senior involvement and a tailor-made service for each client.

/ Putting human ideas first in the age of AI

As AI becomes more prevalent, CBA emphasizes the primacy of human creativity.

“What people buy are ideas that move them, surprise them, and leave a mark,” Ayed says. CBA refers to its work as “Unordinary Ideas” – for instance, their concept for Nescafé Espresso Concentrate: identifying that a third of young people’s coffee consumption happens as iced coffee outside the home, they designed a “barista & mixology house,” transforming coffee into a social experience.

Their “AI-E” approach (which combines synthetic research with insights from ethnographers) refines their understanding of consumers and speeds up the identification of differentiating signals – freeing up the team to focus on where they add real value: bold, strategic creativity. As Ayed puts it, “At CBA, we are strategic in our creativity, and creative in our strategy.”

Discover Nescafé Espresso Concentrate

/ A multicultural and deeply rooted presence

CBA’s recent integration with Coley Porter Bell in 2025 strengthened its foothold in mature markets like the UK and USA, building on its already solid presence in Latin America and Asia – regions that continue to grow rapidly. In a context where 80% of large brands struggle to maintain differentiation, Ayed gives a clear piece of advice to business leaders: “To succeed, a brand must dare. Not daring is today’s biggest risk.” This bold mindset underpins CBA’s “Unordinary Ideas,” which aim to emotionally engage audiences and drive lasting growth.

Since Covid, 80% of leading brands have lost their edge in differentiation. Today, brands have no choice but to surprise, and to co-create with their audiences.

To succeed, a brand has to dare. Playing it safe is now the biggest risk of all.

Cécile Ayed, Présidente du réseau CBA

People expect brands to take action.
First, a brand needs the legitimacy to stand for a cause.
Then, it must have the means to act on it consistently over time.

/ The future belongs to brands that dare

In a constantly changing world, the ability to reinvent oneself is essential for long-term success.

The brands that thrive today don’t just follow – they inspire and resonate. They dare to break conventions, define their own rules, and express a unique and authentic identity.

At CBA, we see ourselves as catalysts of this transformation. We encourage brands to trust themselves, embrace boldness, and use innovation as a real driver of impact. We don’t just listen to cultures and communities; we aim to transcend them. Guided by this philosophy, every act of communication can become a defining, meaningful, and coherent moment.

The future belongs to the brands that dare.

CBA, the international branding agency and member of WPP, has been honored with two Red Dot Awards: Brands & Communication Design 2025, reinforcing its reputation for creativity and excellence across its global network.

This year’s awards celebrate two standout projects: the Caramelo Hotels, developed by CBA Spain for Globales Hotels, and the pro bono rebranding of the French non-profit charity Moteur!, led by CBA Paris. Together, they exemplify the agency’s ability to blend strategic thinking, cultural insight, and creative craftsmanship to build brands and experiences that connect deeply with audiences.

Recognized as one of the world’s most prestigious design competitions, the Red Dot Award: Brands & Communication Design honors exceptional work across 18 categories. In 2025, entries from 58 countries were evaluated by an independent jury of 30 international experts, who assessed each submission for its innovation, design quality, and cultural relevance.

/ Igniting Change with Moteur!

Launched in 2024, the rebranding of Moteur! centers on the idea of ignition: a symbol of unleashing potential and driving social change. Rooted in the concept of “gratitude for cultivating uniqueness”, the new identity is anchored by the tagline “A thank you that changes your life. A thank you that connects us.”

Through deep cultural exploration and an understanding of what inspires young people today, CBA Paris crafted a visual and verbal identity that breaks conventions and creates meaningful connections. The Red Dot jury praised the project for its cultural resonance, emotional depth, and purposeful creativity.

Discover Moteur!

/ Caramelo Hotels: A Taste of Mediterranean Hospitality

With Caramelo Hotels, CBA Spain has crafted a brand that embodies the warmth and authenticity of Mediterranean hospitality. The name itself is simple yet evocative, suggesting comfort, sweetness, and a genuine sense of welcome.

The visual identity reflects this ethos, drawing on the colors, light, and textures of the Mediterranean to create a look and feel that is both inviting and memorable. Beyond aesthetics, Caramelo Hotels represents a philosophy: every stay is about comfort, human connection, and moments that linger. Through a strategic and emotional approach, CBA has shaped a cohesive brand experience that captures the spirit of Mediterranean living and invites guests to enjoy it in its most authentic form.

Explore Caramelo

/ A Global Celebration of Creativity

Both projects will be featured in the official Red Dot Winners exhibition from November 2025 and included in the international publications that accompany the awards.

These achievements further establish CBA as a global leader in branding and communication design, building on its consistent track record of delivering innovative, relevant, and high-quality creative solutions for clients worldwide.

Being recognized with two Red Dot Awards this year is a testament to the strength and diversity of our network.

It reflects not only the talent of our teams but also our shared belief that branding, when rooted in strategy and creativity, has the power to transform brands and create meaningful impact.

Cécile Ayed, CEO of CBA Group

/ Let’s Create What’s Next

At CBA, we believe in the power of design to spark connection, transform brands, and shape meaningful experiences.

If you’re ready to bring your brand vision to life, get in touch with us.

We’d love to spark Unordinary Ideas together.

Let's talk!

Brands are increasingly transforming their retail locations into genuine Food & Beverage (F&B) venues, whether as permanent experiences or event activations. Is this simply a fad or a carefully orchestrated marketing strategy? What are the stakes? What are the levers of success? And above all: can any brand embark on this bold transformation?

Prepare to dive in: discover our selection of the most successful F&B spaces and our analysis to assess together the value of such an approach.

/ F&B: A long-term trend, not a novelty

The F&B space is becoming more common, but its origin is not new. As always, luxury brands paved the way with elegance and a forward-looking vision.

Hermès, as early as 2010, was among the first to offer a discreet and refined experience, extending the high-end customer experience while reinforcing the idea of a “house” and personalised service. But the most emblematic icon remains certainly Tiffany & Co.. Capitalising on a cultural imagery that had existed for decades — the mythic Breakfast at Tiffany’s by Blake Edwards — the jeweller concretised this strong and unique cultural reference in a physical place as early as 2017. A gift to its clientele, which the clientele rewarded well, by creating a phenomenal buzz and transforming the café into a destination in its own right.

Another pioneer, for different reasons, is Polo Ralph Lauren, which as early as 1999 opened restaurants and bars with coherence and a deep integration of F&B into a broad lifestyle-brand ecosystem, where every detail is an extension of the Ralph Lauren aesthetic.

Tiffany & Co. x Blue Box Cafe

Tiffany capitalized on a cultural imagery that had existed for decades; Breakfast at Tiffany’s by Blake Edwards is one of those legendary films that helped shape the myth of New York. The innovation here was not so much the idea of having a café inside a store — something others were already doing — but rather in bringing a strong and unique cultural reference linked to the brand to life in a physical space. This created phenomenal buzz and turned the café into a destination in its own right.

It was pioneering in the way it transformed brand storytelling into a tangible, ultra-desirable F&B experience.

/ Why is it strategically interesting? The Levers of a Signature F&B Experience

Embodying a style, claiming a cultural reference, or making one’s values and approach to service tangible are all obvious ways to enhance brand equity.

However, at a time when attention has become a scarce currency, when every brand fights to exist both online and offline, and when societal expectations dictate new rules, the stakes and motivations for taking the plunge are radically different. They require a complete rethinking of traditional approaches in order to stand out and ensure economic viability.

Discover below the four key strategic advantages that make a signature F&B experience an essential asset for your brand’s performance:

1/ The brand put to the palate test: a full-scale test of its positioning

In a daily life saturated with messaging, notifications and solicitations of all kinds, brands struggle to capture attention and make their voice heard. Experience becomes the most powerful way to gain visibility and tangibility. And successful retailers know this: F&B imposes itself as a concrete and impactful medium for embodying brand positioning, offering them a tremendous tool to materialise their value proposition and stand out in the ambient cacophony.

Concretely, every element of their F&B space becomes an extension of their positioning. A brand focused on sports performance may offer a menu optimised for recovery and energy, with clean and functional design; something a shoe alone cannot convey. A brand celebrating boldness and creativity will distinguish itself through sculptural culinary creations and unexpected flavours, defying visual and gustatory conventions. Transposing a retail experience into a culinary experience multiplies the points of contact (decoration, dishware, materials, culinary offering…), and consequently the opportunities to tell their story.

This sensory immersion allows brands to test the relevancy and power of their promise in a different context. The refinement of flavours, presentation of dishes, quality of ingredients or originality of culinary concept validate the brand’s DNA and its storytelling ability.

Through this concrete and multi-sensory demonstration, the brand succeeds in materialising its identity and making its message resonate with an unmatched force.

More than a simple value proposition, it creates a lifestyle and a mindset that prove the solidity and relevancy of its positioning. F&B becomes the tangible proof of this intrinsic value, allowing the brand to clearly differentiate itself and assert its leadership in consumers’ minds, far beyond a mere product.

/ RH - RESTORATION HARDWARE

RH Paris, a Parisian furniture brand, positions itself as a curator of style, using its dining spaces to embody both the atmosphere and lifestyle that the aesthetics of its collections create once the furniture is placed in a home.

Offering an aesthetic, an ambiance, a dream, and a way of life, RH brings its brand promise to life for its clients, immersing them fully in its world.

The brand designs its retail spaces following the model of galleries, complete with dining areas -restaurants, cafés, and wine bars- as well as a Source Book, a catalogue conceived as an art book.

With Le Jardin RH, located beneath a glass roof inspired by the Grand Palais and overlooking the Louvre, the brand takes the concept even further -extending it to the menu itself and paying tribute to this exceptional location through sculptural dishes such as the signature “The Tower.”

/ gentle monster x nudake

The South Korean eyewear brand Gentle Monster stands out for its boutiques designed as immersive art galleries, where its glasses are displayed like works of art. In line with this bold and radical approach, its parent company IICOMBINED created Nudake, an F&B space offering sculptural, avant-garde pastries that challenge visual and gustatory conventions — a direct reflection of the brand’s experimental creativity and audacity.

/ Lego house – lego discovery centers

Lego House (Billund, Denmark) and several Lego Discovery Centers also feature restaurants and cafés, the most iconic of which is the “Mini Chef” restaurant at Lego House.

The Mini Chef restaurant is a fully immersive and playful F&B experience. Guests build their orders using Lego bricks, which are then sent to the kitchen via a conveyor belt. Meals are served by robots, often in boxes inspired by classic Lego packaging. The décor is entirely Lego-themed, making it a perfect brand extension that celebrates creativity, play, and imagination; even at mealtime.

2/ Emotion on the menu: forging an indelible connection with the brand

Facing growing digitisation of commercial and human interactions, and increasing isolation, there is a keen search for “real-life” experiences.

The F&B space is the perfect place where this human joy of living takes shape — becoming a very good lever for retailers to inject an emotional dimension and a deep, memorable connection, thus transcending the merely transactional experience and creating a true rupture with online shopping spaces.

Concretely, F&B activates simultaneously all the senses of the consumer: taste and smell for the dishes, sight for the décor and presentation, touch for textures and materials, hearing for the ambient sound. It is this multi-sensory stimulation that transforms a classic purchasing act into a memorable experience. But beyond that. Eating out is both a moment of sociability and conviviality par excellence. These moments of sharing and exchange, inherently human, bring a dimension of authenticity and warmth to the brand. By associating itself with these moments of shared pleasure, the brand anchors itself in the daily lives of its customers, strengthening their attachment and their perception of it as a positive actor in their social life.

The brand no longer sells just a product; it sells a living space that stimulates the senses and generates pleasure and surprise — a proposition that contrasts strongly with the pursuit of efficiency and speed toward which our modern societies tend. F&B thus becomes a space where one reconnects to the essential, creating a memorable experience, far richer than a simple act of consumption.

/ bonne maman pop-up

The brand offered its customers the chance to relive their childhood for a moment, through a pop-up designed like a home — complete with a kitchen where visitors could take part in preparing the brand’s iconic recipes and taste its products fresh out of the oven, filling the room with their delicious aroma.

In doing so, Bonne Maman perfectly embodies everything that makes it such a beloved brand in everyday life: indulgence, simplicity, and sharing.

/ eataly

Eataly, the Italian marketplace that combines supermarket, dining area, and cooking school, sells authenticity, quality, diversity, and the art of living tied to Italian cuisine.

Food & Beverage lies at the heart of this promise, allowing customers to taste, learn, and purchase the finest Italian products. The design typically blends the feel of a traditional market with modernity, creating a lively and welcoming atmosphere.

To bring its promise to life, Eataly recreates the experience of an Italian open-air market right from the entrance — adorned with wicker baskets and dotted with food stalls interspersed with iconic markers of Italian life and dining moments: the Aperitivo, pasta-making, fresh mozzarella tasting, and pizzas straight from a wood-fired oven — in short, all the ingredients needed to create a warm and convivial ambiance.

/ heineken rooftop revival

The brand started from a paradox: cities were designed to foster connection, yet loneliness increasingly affects younger generations. Heineken responded by investing in the unused rooftops of buildings, transforming them into spaces for music sets, tastings, and design workshops — creating moments of sharing and exchange that are vital for its target audience.

Beyond bringing its “Open Your World” promise to life, the space is also a strong example of how the brand expresses its identity codes: to ensure visibility, it marks each location with a parasol shaped like its iconic red star and a floor painted entirely in green.

/ clarins sweet spot

The brand also invited guests to dive into a playful, multisensory world — featuring “Lip Play” tables, biscuits shaped like Lip Comfort Oil bottles to decorate, “Sweet Spot” macarons, and matcha ice cream with a signature fragrance. It was an experience of exploration, creativity, and celebration of the indulgent side of beauty.

A relevant and expressive way to embody the tone and style Clarins seeks to infuse into its lipstick range.

3/ From point of sale to gathering point: when F&B becomes a generator of viral content

In a world where living an experience becomes more desirable than owning an object, consumers appropriate brand universes to feed their self-narration, the raw material they need to stage themselves on social media.

The brand’s F&B space, when conceived as an extension of its positioning, thus becomes a powerful lever to bring new attractiveness to physical retail points and generate unprecedented organic visibility.

Concretely, brands that master the art of F&B elevate their culinary offering and their décor to the rank of cultural content in its own right. They transform food into an object of desire and sharing — a true medium of visual storytelling. This can translate into clever branding of sweet snacks, staging of a service ritual that echoes a brand value, or the integration of messages with a distinctive tone of voice. Their restaurant becomes a gathering place where visitors — in search of unique and “Instagram-able” moments — spontaneously create content (photos, videos, stories).

This approach capitalises on the power of communities and the virality of culinary content to generate authentic buzz and amplified visibility. F&B thus becomes a powerful catalyst of cultural conversation, turning each customer into an ambassador and each dish into a topic of sharing whose echo goes beyond the walls of the point of sale.

/ glossier pop-up

With this space at the intersection of a tea salon and a hair salon, Glossier fully embraces the concept while subtly embedding its brand identity codes: soft pastel colors and rounded shapes are applied across every touchpoint — from mirrors to chandeliers to flower arrangements — recreating the brand’s warm and caring posture, a space where customers feel comfortable confiding. The snacks are also carefully designed: healthy indulgences in a street-food format, perfect for a quick lunch debrief with friends. All these elements allow customers to incorporate the brand into their daily lives.

/ omega mart - meow wolf

As an art and entertainment company, Omega Mart –Meow Wolf delivers wonder, mystery, and subversion through immersive and narrative experiences. Omega Mart is one of its flagship locations, housing the Datamosh Bar, the perfect extension of its universe.

The F&B space offers an experience that continues to surprise and defy expectations, with drinks featuring unexpected colors and flavors, all within an environment that is itself a work of art.

Beyond hidden details, messages, and interactive elements that guests love to share on social media, the beverages themselves become a topic of cultural conversation: from naming (The Source, Cosmic Cow, Hazard Pay…) to colors and ingredients (edible glitter, blue corn syrup, crystallized flowers, cotton candy clouds…).

/ zara zacaffé

The design of the Zara café in Madrid faithfully mirrors the clean, minimalist, and contemporary aesthetic of Zara Home and Zara fashion collections. With this café, Zara extends the “trendy” and “lifestyle” shopping experience while highlighting its design and style expertise.

Everything in this space is photogenic and shareable. To maximize ROI, the brand has subtly branded the elements that digital influencers are most likely to share — from pastries stamped with the logo to the mug, the essential companion for young generations eager to try every new out-of-home experience.

4/ F&B: an incubator of trends and generator of unprecedented value

In the age of constant innovation, brands must not only anticipate the desires of tomorrow, but also create value beyond their traditional offering to maintain relevance and leadership.

F&B imposes itself as a powerful lever for the creation of new brand assets and a true incubator of trends. It enriches the brand ecosystem by providing valuable insights into consumer expectations in terms of experience, design and values — key data to remain relevant and innovative.

Concretely, the F&B space becomes a privileged observation ground, generating valuable data from online reactions for “social listening”. Comments and shares on new flavours, innovative décor or unexpected culinary experiences are all weak signals on emerging consumer desires. The brand can thus test in real time concepts, products or atmospheres, turning each tasting into a subject of conversation and each space into a barometer of trends. These experiments allow the generation of new assets (signature recipes, F&B packaging, branded dishware, sound ambiences) that enrich the brand’s heritage and directly feed its innovation and growth strategy.

F&B, through its ability to reveal and create these trends, generates unprecedented value. It allows the brand to position itself as a pioneer, refine its innovation strategy and develop strong intangible capital, beyond mere transactions.

/ pop mart pop-up

This company, known for selling designer toys and collectibles, has ventured into F&B — unsurprisingly replicating the elements that made it successful across every touchpoint in its dining space.

Furniture, decorative sculptures, wall illustrations, and food presentation — everything is designed to be transformed into toys or figurines, maximizing the element of surprise.

For Pop Mart, this represents a tremendous opportunity to gauge its audience’s interest in potentially purchasing merchandise derived from its core offerings.

/ lavazza x moschino

Signature drinks such as the Blue Coconut Light Cloud Coffee or the Sea Salt Orange Blossom Latte convey Moschino’s bold energy through taste.

Alongside them, a selection of collectible items extends the collaboration beyond the cup, transforming the simple ritual of coffee into a true style statement.

With “Espresso Your Style”, Lavazza and Moschino deliver far more than a pop-up: it’s a vibrant experience where fashion meets flavor, and every detail celebrates creativity.

An innovative way to explore all of Lavazza’s ingredients, elevating coffee to a lifestyle art form — expressive, inspiring, and decidedly design-oriented.

/ teamlab planets x UZU

TeamLab Planets, the immersive digital art museum, extends its futuristic and sensory positioning with its F&B space, Vegan Ramen UZU Tokyo.

This restaurant offers a continuous immersive experience, where guests enjoy their ramen in rooms with walls and tables projecting fluid, ever-changing digital artworks, or even in an artistic moss garden.

The fully vegan menu features dishes like “Vegan Ramen Flower” with colorful vegetables and “Vegan Ice Cream” with innovative flavors.

Through this space, TeamLab shares its artistic and technological DNA with visitors, merging art and technology through the lens of gastronomy, even if just for the duration of a meal.

How to proceed?

Keys to a signature F&B experience that creates value

For achieving these ultimate goals which enhance the brand, certain practices are essential. The F&B space must be conceived as a natural extension of the brand, and not as a mere addition.

Total coherence with the brand’s DNA: Every aspect of the F&B – décor, menu, service, naming, packaging – must be a natural and faithful extension of the brand identity.
Immersive and sensory design: Create an environment that stimulates all senses and immerses the customer in the brand’s universe, thinking about the visual, taste, smell and sound.
Unique and memorable F&B offering: Propose products that are not generic, but are an extension of the brand’s unique value proposition, distinguished by originality, quality, theming or personalisation.
“Instagrammability”: Design spaces and products that are visually unique and photogenic and that naturally prompt customers to take photos and share them on social networks, generating free visibility.
Event-isation: Organise special events, workshops, collaborations with chefs or artists to maintain interest and generate regular buzz.
Theatricalisation and storytelling: Tell a story through F&B, using décor, menu, dish names to create immersive narration.
Personalised experience: Create a feeling of rarity and privilege by offering a highly personalised and distinctive experience. This may translate into unique interactions, privileged access or tailor-made moments, giving a compelling reason to visit the space and live a unique moment one can’t find elsewhere.

Your brand, our expertise:
an exceptional F&B destination.

F&B is no longer a simple ancillary service, but a powerful strategic lever for any brand wishing to build a connection with its customers, test the solidity of its positioning, differentiate itself, engage its community, gain visibility, and identify growth and innovation opportunities.

Adding an F&B experience to your retail point of sale also means feeding the emotion, the storytelling and the innovation of your brand; it has a unique story to tell, values to share and a community to inspire.

With our expertise in design, branding and creation of F&B spaces, we aspire not just to feed the body, but also the soul of your brand. We support you in designing places that reflect your identity, surprise your customers and become unmissable destinations.

Ready to turn your vision into an unforgettable F&B experience?

Contact us to discuss your next project.

Let's talk!

/ The age of boldness: redefining success in a changing world

In a market overwhelmed with messages and offers, differentiation is no longer a strategy. It is the condition for relevance. Attention, now the rarest of currencies, disappears within seconds. Loyalty is eroding, trends are accelerating, and consumers, more demanding than ever, seek authenticity beyond the noise. In this landscape, sameness has become the norm and caution a brake, leaving brands with an existential dilemma: how to exist, stand out, and balance uniqueness, commitment, and cultural relevance?

Following established rules is no longer enough. The brands that thrive today do not imitate, they dare. They set their own standards, define their own rules, and create their own vision of success.

This is a bold alternative to the pursuit of mere visibility: a call for relevance, memorability, and, above all, differentiation through risk-taking.

As Cécile Ayed, President of the CBA and Coley Porter Bell network, explained in an interview with Le Figaro: “Branding is not about following trends, it is about creating them.” This bold perspective underpins our philosophy at CBA. It is made possible through a deep understanding of cultures and audiences, strategic coherence, and local adaptation — without losing sight of the brand’s heritage.

Credit: Le Figaro, Regards des Dirigeants, July 2025

/ The challenge of differentiation: why standing still is the real risk

Today’s landscape is a battlefield for attention and relevance, where brands face several critical obstacles:

Cognitive overload and fragmented attention. The average attention span is eight seconds. Although people spend six hours online, only 20% of content is read (Nielsen Norman Group, 2023). How can interest be captured and sustained in this endless flow?

Volatile audiences and declining loyalty. 75% of consumers tried new brands after the pandemic (McKinsey, 2023). Loyalty is no longer a given; it must be earned every day through renewed, meaningful connection.

Homogenization and loss of distinctiveness. 80% of major brands are losing differentiation (BAV, WPP, 2025). The danger is not failing by daring, but vanishing into the crowd by conforming.

Complexity of touchpoints. Marketers juggle an average of fourteen channels to reach audiences (Hubspot, 2024). Consistency and impact are essential to building a lasting presence.

In this environment, playing it safe is tempting. Yet the numbers are clear: only 13% of companies consider themselves ready to take creative risks (Lions, 2025). Meanwhile, bold brands grow 33% faster (Deloitte, 2025). The real risk is no longer boldness, but inertia.

A striking example is Lux (Unilever), the feminine hygiene brand, which embraced women’s empowerment; but adapted its message to each market. In Saudi Arabia, where women are more educated than men but only 16% are employed, Lux supported local women (doctors, photographers, and more) by improving their online visibility through Google search.

Instead of launching a generic feminist campaign, Lux created a subtle yet powerful gesture of empowerment, one that respected cultural codes while offering lasting impact.

This measured approach embodies a new kind of engagement: rooted in local realities, faithful to brand values, and expressed through concrete action.

Discover our work for Lux

To be relevant and memorable is the central challenge.

It begins with a step too often overlooked: understanding the starting point, the audience, and the cultural context. This is the principle of grounding that CBA stands for.

/ The agency: architect of boldness and catalyst for distinctiveness

In this shifting context, the role of the agency evolves.

It is no longer a service provider but a true partner, an architect of boldness, a catalyst for distinctiveness. Its mission is to help brands carve their own path, break free from convention, and unlock their unique potential.

We bring in experts from the human sciences, anthropologists, ethnologists; who, supported by AI, help us gain a qualitative and precise understanding of consumers in every market. This enables us to define sharp insights and test creative concepts quickly, accelerating the design process.

We are strategic in our creativity, and creative in our strategy.

Cécile Ayed, CEO Group CBA

At CBA, our philosophy rests on three core principles:

Beyond the big idea: cultivating brand intrapreneurship. A brilliant idea alone is not enough. Brands must gain the confidence to dare, to embody their vision internally, and to turn intention into real impact. We support intrapreneurs within organizations, helping them identify opportunities, navigate uncertainty, and make boldness part of the culture rather than the exception.

Human-centered creative strategy: transcending cultures for resonance both global and local. Our approach goes beyond market analysis. We dive into cultures and communities to uncover deep values, aspirations, and frustrations. The goal is not conformity, but understanding that allows transcendence. As Anna Kohl (Global Executive Strategy Director at Landor) puts it, today’s consumers seek “participatory authenticity.” Brands must anchor themselves in culture and in people’s daily lives at every touchpoint, creating instant emotional connections — a sensory shortcut to meaning.

Artificial intelligence as an amplifier of intuition, not a directive. We work with specialists in the human sciences — anthropologists and ethnologists — who, with the help of AI, give us refined insights into consumer behavior in every market. This enables precise understanding, rapid testing of creative concepts, and accelerated creation processes. For us, AI is not an end in itself but a powerful ally. Tools such as Personia use AI to sharpen insights, unleash creativity, and personalize experiences at scale. At CBA, AI enhances human intuition rather than replacing it. It allows us to explore new paths, take informed risks, and achieve meaningful differentiation.

As Cécile Ayed sums it up:

“Our role is to help brands find their own voice, not to imitate someone else’s.”

By building confidence and encouraging informed risk-taking, aligned with audiences, we help brands break free from limitations and define their own standards of success.

People expect brands to act.
First, you need legitimacy to take on a cause.
Second, you must have the means to act consistently over time.

/ The future belongs to brands that dare

In a world in constant motion, reinvention is the key to longevity.

The brands that succeed do not follow, they inspire and resonate. They dare to break conventions, shape their own rules of the game, and express a unique, authentic identity.

At CBA, we are proud to act as catalysts of this transformation. We invite brands to trust themselves, embrace boldness, and use innovation as a lever for impact. We remain attuned to cultures and communities not to be led by them, but to transcend them. With this foundation, every act of communication can become a defining moment — meaningful, consistent, and aligned with both brand identity and future ambition.

With boldness and cultural insight, the era of brand differentiation can truly begin.

The future belongs to brands that dare.

/ Translating without betraying: the art of cultural adaptation

Taking a stand is one thing. Preserving it internationally without losing identity is another. The answer lies in a subtle balance: respecting the brand’s roots while adapting to local codes.

Each market has its own symbols, habits, and expectations. Integrating them doesn’t dilute the brand—it ensures credibility. This is about coherence with the brand’s DNA, not just image.

Consider Bel in Japan: selling cheese portions as in France wasn’t viable. Instead, the product was reinvented as a healthy, bite-sized “sweet cheese” snack—evoking French macarons while fitting Japanese tastes. The result: a product that feels new, yet unmistakably Bel.

This cultural translation is also a narrative one: ensuring the brand remains consistent and credible, even far from its origins.

In the bustling world of brands, some captivate through their storied past, others through their universal appeal. Often labeled, rightly or wrongly, as “heritage” or “iconic,” these brands spark imagination and loyalty.

But are these terms interchangeable? Do they represent opposing forces or complementary facets of the same ambition: to leave a lasting impression and stand the test of time?

At CBA, we dive into these dynamics with you. Because understanding the difference between a heritage brand and an iconic brand is more than a matter of semantics, it’s a critical factor in defining your positioning, activating the right levers, and ensuring long-lasting, memorable desirability.

The heritage brand: deep roots in legacy.

Picture a brand that has not just survived generations but has embodied the passage of time. That’s the essence of a heritage brand. It’s the guardian of legacy, craftsmanship, and a story woven into collective memory.

Its pillars? Unshakable authenticity, the transmission of unique expertise, a sense of positive nostalgia that fosters deep emotional connections, and a rich history that serves as its foundation. A heritage brand is an anchor, a symbol of transmission, often tied to a strong regional or national identity. It evokes shared memories, trust, proven quality, and a certain way of life passed down through time.

How about writing the rest of your story together?

Credit: Marketing PGC

Credit: Maes Studio

Credit: Le Club des Saveurs

The iconic brand: universal inspiration and influence.

On a different axis, the iconic brand is a universal symbol, transcending borders and cultures. Its power lies not in its age but in its ability to embody an idea, a concept, a shared aspiration.

Its attributes? Instant recognition, the ability to inspire and set trends, and an almost mystical aura that makes it widely desirable. The iconic brand often represents a breakthrough, a bold vision that redefined its category. It’s a model, a beacon that guides and influences.

It knows how to remain true to its essence while staying relevant to the times, innovating, surprising, and even accelerating major societal shifts.

Have you ever wondered what makes a brand iconic in its own time?

Credit: France 3 Régions

Credit: Nestlé

Duel or complementarity? A strategic map.

Confusion is common, as some brands manage to hold both statuses. A brand can be deeply heritage-driven through its history and craftsmanship, yet become iconic through its reach and influence. Still, iconic status isn’t an absolute requirement for success.

The distinction is essential for your strategy:

If you are a heritage brand: Your challenge is maintaining authenticity while cultivating contemporary desirability. How do you honor your legacy without becoming outdated? How do you pass on your know-how to new generations?
If you aspire to become iconic: Your challenge is to spark that universal resonance, to transcend the product and embody a bold idea, while managing trend fatigue and brand dilution risks.

At CBA, we’ve developed a brand mapping system that goes far beyond these two categories. We identify the unique levers of each brand type, heritage, iconic, mainstream, cultural, or trend-driven, to help you define a powerful, distinctive brand strategy.

So, what is the true nature of your brand?

Understanding whether your brand is intrinsically heritage-based, has the potential to become iconic, or should operate on different registers, is the first step in building a successful brand. Only by identifying its true nature can you activate the right levers to make it shine.

Don’t let your brand drift aimlessly. Unlock its full potential by clearly defining its identity and trajectory.

Let’s talk about it!

Remember when “anti-aging” was all the rage? Well, toss that outdated concept in the bin! We’re not just trying to stop the clock anymore; we’re hacking it, upgrading it, and turning it into a finely-tuned, high-performance machine. Welcome to the era of the Longevity Craze! But don’t let the “craze” part fool you – this isn’t just a fad.

This is a full-blown cultural revolution, a Longevity Wave that’s reshaping industries and redefining how we approach life itself.

/ longevity, a fundamental consumer evolution

Forget fleeting fads – this is a fundamental consumer evolution. People aren’t just passively accepting the aging process; they’re actively taking control, fuelled by a desire to live longer, healthier, and more fulfilling lives.

And brands? They’re catching on, big time. But the smart ones aren’t just slapping “anti-aging” labels on existing products; they’re fundamentally rethinking their strategies to harness this cultural shift and stay relevant in the age of extended life. They’re learning to navigate the longevity economy and build lasting brand success. Are you ready to ride the wave?

So what’s driving this cultural revolution?

Demographic tsunami (we’re living longer): The global population is aging at an unprecedented rate. The WHO projects the population aged 60 and over to nearly double by 2050. This isn’t just a blip; it’s a demographic tsunami that’s reshaping societies and economies worldwide.

The democratization of health data (we’re more health-conscious): We’re no longer reliant on doctors to tell us about our health. Wearable technology, genetic testing, and readily available health information are empowering individuals to take control of their own health data and make informed decisions.

The rise of the “Pro-Aging” mindset (we’re empowered and it’s all about assuming): Forget “anti-aging.” The new mantra is “pro-aging.” It’s about embracing the aging process, celebrating wisdom and experience, and focusing on maintaining vitality and well-being at every stage of life.

The longevity economy: This isn’t just about individual consumers; it’s about a burgeoning economic sector. Investors are pouring billions into longevity-related technologies and services, recognizing the immense potential of this market.

/ Brands are levelling up the longevity game (strategically!)

The Longevity Craze isn’t just a consumer trend; it’s a massive untapped market. Brands are stepping up to meet the growing demand for products and services that support a longer, healthier life. But the most successful brands are taking a strategic approach, aligning their offerings with the underlying cultural shifts and unmet needs of the longevity market.

It’s not just a consumer trend, and it’s also not just about science and technology. It’s also about creating experiences (and connection) that support a longer, healthier life. Think wellness-focused resorts, community-based fitness programs, and even age-fluid social events. It’s about fostering social connection, promoting mental well-being, and creating a sense of purpose and belonging.

/ Brands are levelling up the longevity game (strategically!)

The Longevity Craze isn’t just a consumer trend; it’s a massive untapped market. Brands are stepping up to meet the growing demand for products and services that support a longer, healthier life. But the most successful brands are taking a strategic approach, aligning their offerings with the underlying cultural shifts and unmet needs of the longevity market.

/ Decoding longevity: why you should step up your brand

Our latest Pulse 2025 report dives deep into this phenomenon, revealing how design is playing a crucial role in shaping the longevity landscape. It’s not just about wrinkle creams and retirement homes anymore (though, hey, those still have their place!). We’re talking about a holistic approach that touches everything from nutrition and fitness to technology, finance, and even social connection. We’re providing a strategic roadmap for brands to navigate this complex and rapidly evolving landscape.

Credit: Blue Zones Kitchen

Credit: Oura

Want to really thrive in the longevity economy? Nail these principles:

Redefine wealth: Forget material possessions. It’s all about health, time, and freedom. Brands across all sectors can find ways to resonate with this new mindset. Is your brand speaking to that? Singapore’s incentivizing families to live closer together – prioritizing relationships over riches is a great illustration this evolving understanding of longevity being closely tied to the idea that health is the new wealth.

Ethical tech: Empower, don’t monitor. Use AI to help, not to snoop. Transparency is the new black. For instance, Oura and Ultrahuman are giving consumers the power to understand their bodies.

Foster connections: Longevity isn’t a solo act. Build community, encourage belonging, and bridge generations. Running Groups, for example, have become a cultural phenomenon, building “good living clubs” where health, sociability and lifestyle converge. We can also talk about the Blue Zones Kitchen. They’re not just selling frozen meals; they’re selling access to a lifestyle. By tapping into the mystique and proven success of the Blue Zones, they’re offering consumers a tangible way to emulate the habits of the world’s longest-lived people. This speaks to the desire for proven solutions and a holistic approach to longevity.

Longevity readiness: Are you truly ready for the 100-year life? Does your brand offer health, purpose, and joy? Longevity resorts such as Sensei Porcupine Creek and Six Senses Kaplankaya) are catering to the growing demand for immersive and transformative wellness experiences. By offering specialized programs aimed at enhancing longevity, they’re providing consumers with a luxurious and holistic approach to health and well-being.
Offerings that grow : Design for a lifetime, not just a season. Can your product evolve with your customer from 30 to 80?

/ WELL-BEING AT THE EDGE OF TECH

CBA designed the retail space for Paris’s first biohacking studio, Octane, blending well-being and technology with innovative treatments to optimize long-term body performance. The result? A warm and relaxing space, with soft colors and natural materials.

More than just a fitness studio; Octane’s a brand that embodies a modern mindset, centered around self-awareness and realizing one’s potential.

Discover Octane

The future is long (and strategically awesome!)

The Longevity Craze is a fundamental shift in how we think about aging. By embracing a holistic approach that combines science, technology, and experience, and by taking a strategic approach to the longevity market, we can all level up our lives and live longer, healthier, and more fulfilling lives.

So, what are you waiting for? It’s time to join the Longevity Craze and start designing a better future for yourself (and your brand!).

Three strategic questions to ask yourself (and your brand). And we can help you to think about it!

Are you positioning your brand as a key ally in the pursuit of longevity?

Are you building a brand ecosystem that seamlessly connects the physical and digital worlds?

Are you communicating longevity in a way that’s authentic and inspiring?

This article is the third in a series inspired by the insights introduced in our Pulse 2025 report.  

Ready to ignite your brand's playful spark?

Let’s get in touch for a complimentary brand assessment and discover how we can help you unlock your playful potential while achieving your core business objectives.

Download Pulse 2025

What truly breathes life into a city? At CBA Design, we believe it’s the unseen rhythms, the subtle nuances, the flickers of authenticity that give a place its soul. Design is everywhere: in the grace of a storefront, the silhouette of a building, or the ephemeral poetry of a poster pasted to a wall. It lives in the contrasts—between official art and spontaneous creation, the familiar and the unexpected.

This is the spirit we set out to capture with Pulse of the City, a travel guide imagined as a journey through the heart of fourteen cities where we live and work. Each one pulses with its own rhythm, revealing secrets tucked within. More than a guide, it is an immersion into what fuels our creativity every day: places steeped in history, textures that spark ideas, and encounters where nature, design, and innovation converge.

**Because every city unveils itself through its unique landmarks, Pulse of the City invites you on a design-led voyage around the world through six sensorial experiences.**

Explore the world through the lens of CBA

/ CITY BITES & BEATS

Credit: Bouillon Chartier

Paris—eternal capital of elegance—is a living museum of design in all its forms. Among its gems: Bouillon Chartier, an iconic address that captures the soul of Art Nouveau.

This late 19th-century movement, with its sinuous lines and floral motifs, rejected rigid classicism in favor of expressive, ornamental detail. At Chartier, sculpted woodwork frames towering mirrors, ceramic murals by Louis Trézel grace the walls, and filigreed lighting floats like airborne poetry.

Classified as a Historic Monument, Chartier is more than a restaurant—it’s a step back in time. A tribute to an era when art and craft merged to beautify daily life. Here, tradition meets generosity, and history is savored just as richly as the cuisine.

A rhythmic, gourmet journey through 14 cities...

/ SIP THE VIBE

Credit: Untapped Cities

New York—ever-awake, ever-evolving—is a design lover’s playground. Here, exuberance and elegance collide at every corner. In this whirlwind of influence, we stumbled upon Oscar Wilde, a bar where the glamour of the 1900s Victorian era meets bold, contemporary maximalism.

It’s an ode to a style that defies restraint—layering textures, patterns, and color in lavish harmony.

Stretching 36 meters, the longest bar in New York is a journey through time. Gilded detail, rich velvet, hand-carved wood—each element is a living fresco of a bygone age. Clocks paused at 1:50 nod subtly to Wilde’s tragic fate, while the Carrara marble bar top honors timeless craftsmanship. Here, opulence and modernity aren’t in opposition—they’re in exuberant conversation.

All the spots to soak up the atmosphere, city after city...

/ HEART OF THE BREW

A shift in tone: Madrid, where Mediterranean warmth meets contemporary clarity. Nestled within this vibrant city lies Casa Neutrale—a minimalist haven in its purest form.

Rooted in Bauhaus principles and Japanese wabi-sabi philosophy, minimalism here honors functional beauty and raw materials. The space speaks softly but deliberately: natural stone floors, a monolithic granite table, unadorned walls inviting light to shape the room. Every choice is purposeful, shedding the superfluous in favor of serenity.

Time seems to stretch here, inviting pause and presence. More than a café, Casa Neutrale is a sanctuary of stillness—where simplicity becomes immersive, and refinement whispers through restraint.

Crédit : Casa Neutrale

Cafés where every cup tells a story...

/ URBAN MUSE

Credit: ArchDaily

Ho Chi Minh City—a cauldron of motion and reinvention—is home to a rising artistic scene where past and future entwine. De La Sól captures this fusion: a hybrid space uniting galleries, cafés, and shops in vibrant harmony.

Here, architectural storytelling takes center stage. The preserved façade of a historic villa anchors memory, while a modern steel-and-glass structure rises behind it, joined by a sculptural looping staircase. Outside, kinetic sculptures dance with light, turning space into a living experience.

De La Sól offers more than art—it proposes a new lens on evolving urbanism. A manifesto where design, architecture, and creativity mirror a city in metamorphosis.

Let yourself be inspired, art and creativity are waiting for you everywhere...

/ OFF THE BEATEN PATH

Istanbul—crossroads of civilizations—reveals its most intimate treasures in its ancient alleyways. Tucked between Hagia Sophia and the Blue Mosque lies the Hürrem Sultan Hamamı, a hidden gem that radiates Ottoman elegance.

Commissioned in 1556 by master architect Mimar Sinan for Roxelana, wife of Suleiman the Magnificent, this hammam is an ode to refined tradition. After a century of silence, it has been reborn—where every detail, from Marmara marble to the play of filtered dome light, is choreographed to heighten the senses.

Credit: Tripadvisor

The hammam’s symmetrical layout, revolutionary in its day, reflects a vision of design rooted in flow, function, and harmony. Here, the body unwinds and the spirit journeys. The Hürrem Sultan Hamamı is where heritage meets sensory design—a place that resonates with how we imagine spaces: immersive, soulful, alive.

Nuggets hidden in every corner of the world...

/ ICONIC FINDS

Credit: Fronasetti

Next stop: Milan—the global design capital, where every street corner tells a new creative story. At the heart of this pulse lies Fornasetti, a house synonymous with visionary spirit.

Founded by Piero Fornasetti in the 1940s, this Milanese atelier redefined design by transforming everyday objects into surreal artworks. Furniture, porcelain trays, wallpaper—all marked by hypnotic graphics, enigmatic faces, and trompe-l’œil illusions. Today, his son Barnaba carries the torch, blending classical heritage with contemporary boldness.

The Milan flagship is part boutique, part gallery—each piece whispering cultural references through a language uniquely its own. This space is a celebration of audacity, invention, and the poetry of design in its most expressive form.

The must-sees in each city, not to be missed...

Pulse of the City is more than a guide: it’s an invitation to feel the global heartbeat of design.

From sprawling metropolises to quiet creative enclaves, each destination is a note in the urban symphony, shaping the way we inhabit our world. This journey through aesthetics, cultures, and innovation is a boundless source of inspiration—reminding us that design is a living force, capable of transforming spaces and experiences alike.

As designers, we see in this energy a powerful opportunity. Brands have a vital role to play: channeling cultural richness, crafting meaningful and lasting experiences, and weaving deep connections with local communities.

At CBA, we help brands translate their vision into tangible realities—grounded, inspired, and deeply connected. Because beyond aesthetics, design is a strategic catalyst—a vessel of meaning and emotion, in service of brands that are more human, more rooted, and more culturally attuned.

Discover Pulse of the City

Remember the last time you scrolled through TikTok and saw a brand collaboration so bizarre it made you laugh out loud? Maybe it was pickle-flavored soda, or a luxury fashion house selling Crocs encrusted with… something. Welcome to the era of the Playful Extravaganza, where brands are ditching the predictable and embracing the absurd to capture our fleeting attention.

But is this just fleeting fun, or is something deeper at play?

/ From mundane to merriment: defining the Playful Extravaganza

In today’s attention economy, brands are battling for relevance. CBA’s Pulse 2025 report reveals a powerful truth: consumers crave brands that inject joy, humor, and a touch of the unexpected into their experiences.

This isn’t about frivolous antics; it’s about strategically harnessing the power of play to cultivate deeper relationships.

So, what exactly is Playful Extravaganza? Forget fleeting trends. It’s a deliberate, strategic approach to brand building that prioritizes:

Unconventional creativity: Daring to defy industry norms and think outside the box.
Emotional resonance: Tapping into positive emotions like joy and humor, while also evoking a sense of nostalgia.
Authentic expression: Unveiling your brand’s unique personality and distinctive voice.
Experiential engagement: Crafting memorable and shareable moments that resonate with your audience.
Disruption of the everyday: Offering a refreshing escape from the ordinary and predictable.

/ Decoding the crave: why play resonates in a dopamine-driven world

A “playful extravaganza” directly connects to this context: it’s not about instant gratification but about surprising with lightness. The concept of delight—unexpectedly enchanting—emerges as a response. Even brands committed to serious causes like environmental care and inclusivity are now challenged to communicate more authentically, accessibly, and humorously.

This movement isn’t confined to design; it reflects a broader cultural shift shaped by digital entertainment dynamics and the constant expectation of novelty. Generation Z—multicultural, fluid, and curious—naturally navigates between aesthetics, flavors, and categories. Open to the world, they seek the new with enthusiasm but have less patience for overly serious messages or predictable formats.

Credit: Duolingo

But here’s the tension: this desire for playfulness is intertwined with the allure of instant gratification, fueled by the dopamine rush of social media likes and the constant stream of new experiences.

Are we, as brands, contributing to a culture of superficiality by constantly chasing novelty?

Gen Z, the digital natives who have grown up in this dopamine-driven world, are particularly susceptible to this influence. They are constantly bombarded with new trends, flavors, and experiences, leading to a heightened expectation for surprise and difference. This explains the boom in unlikely flavor combinations, bizarre brand collaborations, and the meme-ification of everything. The rapid-fire humor and absurd content that dominate platforms like TikTok are shaping a new generation’s expectations for entertainment and engagement.

Emotional connection & differentiation: Playfulness offers a unique way to cut through the clutter of marketing messages, creating a distinct brand identity that resonates with those weary of the predictable. Accenture reports that 66% of consumers gravitate towards brands that stand for something, emphasizing the need for a clear and compelling brand purpose.

Engagement & humanization: Capturing attention in a world of endless distractions is a constant challenge. Playful experiences are inherently captivating, sparking interaction and creating shareable moments. Content infused with playful elements typically enjoys twice the engagement rates on social media (HubSpot), proving its power to drive meaningful interactions. Skepticism is on the rise, and playfulness can help brands appear more human, approachable, and relatable. Harvard Business Review reveals that consumers are 2.4x more likely to recommend a brand that delivers a positive emotional experience.

Socio-economic context & dopamine culture: The pandemic led to a reassessment of priorities, with consumers now actively seeking brands that offer joy, escapism, and connection, especially in times of economic instability. Playfulness provides an emotional release and helps cope with stress. The constant barrage of information can be overwhelming. Playfulness offers a welcome respite, allowing consumers to focus on positive emotions. As social media becomes polarized, consumers crave authentic connection. Brands that offer community and belonging build stronger relationships.

This tension requires careful consideration.

Brands must strive to create playful experiences that are not only engaging but also authentic, meaningful, and aligned with their core values. It’s about finding the balance between capturing attention and building lasting connections, understanding the needs of Gen Z while avoiding the pitfalls of feeding into a cycle of superficiality.

/ Absurd? Unexpected? Surprise me!

The “Playful Extravaganza” isn’t just about surface-level fun; it’s about strategically weaving playfulness into every facet of the brand experience to achieve tangible business results.

Here’s how it translates to ROI, with examples in action:

Increased sales: Playful packaging and marketing can stimulate impulse purchases and drive overall sales volume. For instance, OMO Vibes’ collaboration with Spotify, with CBA’s vibrant packaging design, brings joy to a mundane chore, effectively boosting brand visibility on crowded shelves and driving sales.

Discover the project!

Increased sales: Playful packaging and marketing can stimulate impulse purchases and drive overall sales volume. For instance, OMO Vibes’ collaboration with Spotify, with CBA’s vibrant packaging design, brings joy to a mundane chore, effectively boosting brand visibility on crowded shelves and driving sales.

Discover the project!

Enhanced customer loyalty: Customers who forge an emotional connection with a brand are more likely to remain loyal and make repeat purchases. Who Gives a Crap has revolutionized the toilet paper market with its fun, eco-friendly approach, including cheeky, humorous text about sustainability in each package, building brand loyalty and promoting ethical consumption in a lighthearted way.
Amplified brand advocacy: Playful experiences encourage customers to share their positive encounters, fostering brand advocacy and organic word-of-mouth marketing. PepsiCo Design’s Cheetos Mansion perfectly captured the brand’s playful essence, generating significant social media buzz and fostering deeper brand engagement.

Credit: Pepsico

Elevated employee morale: A playful brand culture can attract and retain top talent, boosting employee morale and overall productivity. Ben & Jerry, for instance, consistently ranks high in employee satisfaction surveys.

Beyond these core examples, we see playful strategies driving success across diverse industries. Consider Butt butter in New Zealand, where humor sparks conversation and captures attention, driving brand awareness and encouraging consumers to give it a try. Nutter Butter’s TikTok account amplifies their playful side and drives brand relevance, while Liquid Death uses aggressive marketing to create a strong brand identity and attract a loyal following. Duolingo, with its quirky owl mascot and playful gamification, demonstrates how to keep users engaged and motivated, driving app usage and promoting language learning in a fun and accessible way. La Vie challenges industry norms with its bold and humorous marketing of plant-based food alternatives, showcasing how playfulness can drive brand differentiation and capture the attention of environmentally conscious consumers. Even collaborations, like the McDonald’s x Cactus Plant Flea Market Happy Meal for adults, or the Nike x Ben & Jerry’s “Chunky Dunky” sneaker, demonstrate the power of surprise and nostalgia to drive sales and generate buzz. And who can forget Crocs x Balenciaga, with their outlandish and unexpected designs, demonstrating the power of surprise and humor to generate social media buzz and position brands as innovative and daring.

Credit: GQ

Credit: Buzzman

/ Navigating the minefield: avoiding the pitfalls of forced fun

The challenge for brands is clear: how to embrace fun without falling into the trap of superficiality? How to engage with different facets of the same audience—who, at times, seek purpose and depth, and at others, lightness and escapism?

The answer may lie in moving beyond binary thinking and designing portfolios and experiences that accompany this natural alternation of moods. Between mindfulness and rave, there’s a vast territory to explore. And it’s in this vibrant and unpredictable space that playfulness proves more necessary than ever.

Authenticity is the cornerstone of success. Thus, is your brand ready to play?

Consider these critical questions:

Brand personality: Is your brand already perceived as approachable, friendly, or inherently innovative? Playfulness should complement your brand’s core values, not contradict them.

Target audience: Does your target audience appreciate humor and unconventional approaches? Ensure that your playful initiatives resonate with your target audience and avoid alienating them.

Competitive landscape: Are your competitors already embracing playfulness? If so, how can you differentiate yourself?

Internal culture: Does your company culture foster creativity, experimentation, and a willingness to embrace the unexpected?

Risk tolerance: Are you prepared to take calculated risks to capture attention and stand out from the crowd?

Consistency: Cultivate a consistent level of playfulness across all your brand touchpoints, from your website to your customer service interactions.

At CBA, we understand the transformative power of play. We empower brands to unlock their playful potential through:

Strategic playful brand development: We collaborate with you to define your brand’s unique playful personality and identify opportunities to inject joy into your customer experiences.

Captivating visual identity creation: Our design team crafts vibrant, memorable visual identities that capture the essence of your brand’s playfulness.

Innovative packaging design: We transform everyday products into delightful experiences with innovative and engaging packaging designs.
Compelling activation campaign development: We develop creative campaigns that capture attention, spark conversation, and drive measurable results.

This article is the second in a series inspired by the insights introduced in our Pulse 2025 report.  

Ready to ignite your brand's playful spark?

Let’s get in touch for a complimentary brand assessment and discover how we can help you unlock your playful potential while achieving your core business objectives.

Download Pulse 2025

The over-the-counter (OTC) drug market is a saturated universe where brands wage a fierce battle for consumer attention. With the European market estimated at $48 million by 2027 (Mordor Intelligence), the question is no longer simply about existing, but about truly resonating with the needs, values, and aspirations of an increasingly demanding clientele.

Too often, OTC brands settle for ephemeral advertising campaigns or one-off promotions, sometimes neglecting the importance of a lasting brand foundation. However, a brand’s value results from a subtle alchemy between its identity and consumers’ perception of it. While investment in packaging remains a priority, it must be part of a comprehensive brand strategy that guarantees lasting and meaningful resonance.

The OTC consumer: an informed player in search of meaning

Several factors contribute to the saturation of the OTC market: a plethora of offerings, pressure from private label brands and generics, the rise of e-commerce, and a strict regulatory framework. But beyond these challenges, a fundamental trend is emerging: consumers are increasingly taking their well-being into their own hands.

Credit: 3S Santé

According to Le Quotidien du Pharmacien, self-medication is an increasingly ingrained reflex among younger generations. Faced with this evolution, OTC brands must rethink their approach and offer solutions that meet the specific needs of these new consumers.

The OTC market faces a striking reality: 77% of consumers say they do not feel a genuine emotional connection with the OTC brands they use (Kantar, “Meaningful Brands” Study). That’s a huge pool of consumers whose attention can be captured and who are open to considering a new brand.

Credit: 3S Santé

The OTC market faces a striking reality: 77% of consumers say they do not feel a genuine emotional connection with the OTC brands they use (Source: Kantar, “Meaningful Brands” Study). That’s a huge pool of consumers whose attention can be captured and who are open to considering a new brand.

This figure, to say the least, is alarming, revealing a growing gap between the aspirations of a clientele in search of meaning and the ability of brands to meet them. The key lies in relevant and clear positioning, tangible proof, and a deep understanding of consumer motivations. It is by creating this resonance between the public’s expectations and the brand’s DNA that branding can flourish fully and retain its audience in a highly competitive OTC market.

Today’s OTC consumer is an informed player. They aspire to a relationship of trust with brands, complete transparency on ingredients and manufacturing processes, and a commitment to causes they care about. They are looking for brands that share their values and accompany them in their quest for well-being. According to a Xerfi study, 62% of French people say they pay attention to the composition of the medicines they buy and prefer products containing natural ingredients.

Today’s OTC consumer is an informed player. They aspire to a relationship of trust with brands, complete transparency on ingredients and manufacturing processes, and a commitment to causes they care about. They are looking for brands that share their values and accompany them in their quest for well-being. According to a Xerfi study, 62% of French people say they pay attention to the composition of the medicines they buy and prefer products containing natural ingredients.

The foundations of an OTC brand that Rrsonates: how to build lasting brand equity?

To build an OTC brand that truly matters, branding and brand assets are key.

Uncover an unmet need: Understand consumers’ needs, expectations, and motivations to innovate and adjust strategies accordingly.
Define a positioning and brand identity that resonate: A unique and distinctive DNA, translated into a name, logo, graphic charter, and unique territory of expression. This identity must reflect the brand’s values, mission, and vision.
Ensure proof supports the promise, or build it: Commit to providing effective and quality products, relying on rigorous scientific evidence and complete transparency on ingredients and manufacturing processes. This promise must be credible, relevant, and differentiating.
Consistently activate all touchpoints and consider rituals that resonate with the brand: Create a smooth and personalized purchasing journey, offering impeccable customer service and cultivating a close relationship with consumers. This experience must be consistent, engaging, and emotionally positive, and deployed across all touchpoints:

Packaging: Packaging that seduces, informs, and reassures, while conveying the brand’s values. Packaging must also allow the brand to stand out on the shelf in the face of increasing competition.

Credit: Upsa Gummies

Credit: Dijo

Retail and POS: A welcoming and immersive sales space that showcases products and facilitates the purchasing journey with clear and attractive signage that guides the consumer.
Activation: Creative and engaging events and communication campaigns that evoke emotion and strengthen the bond with the brand, always in line with the brand’s fundamentals.

Digital: A high-performing and interactive website and social media presence that offers comprehensive information and responsive customer service.

Close relationship: Establish a permanent dialogue with consumers, using social networks and digital communication tools.

The brand experience must be consistent across all touchpoints.

The Resonance equation: promise + identity + experience = lasting Brand Value

Brand value is the result of this subtle alchemy between the brand’s identity, the promise it makes, and the experience it offers. This is what allows a brand to differentiate itself sustainably from its competitors, retain its customers, and withstand market turbulence. By investing in solid brand assets, OTC brands can protect themselves against market fluctuations and build a sustainable competitive advantage. According to the Observatoire de la Consommation Responsable, 78% of French consumers are willing to pay more for a medicine produced ethically and responsibly.

Credit: Pharma365

The Pharma365 study reveals an enlightening observation: while many OTC brands manage to seduce consumers with their image, few succeed in aligning this perception with impeccable product quality. UPSA is an exception, demonstrating that it is possible to combine a strong brand identity, a kept promise, and a memorable customer experience. It is this consistency that allows it to stand out sustainably and retain its customers; and not to fall into the perception vs. reality gap.

Credit: Pharma365

Take the example of Dormi, a sleep product brand from Esteve laboratories. Faced with a saturated market of similar solutions, Dormi chose to differentiate itself by focusing on a soft and soothing visual identity, a reassuring message, and a personalized customer experience.

The packaging, designed with pastel colors and delicate illustrations, evokes a feeling of calm and comfort. The website offers personalized advice to improve sleep quality. And customer service is attentive and available to answer consumer questions.

As we have done for other OTC brands, this holistic approach by CBA has allowed Dormi to stand out sustainably and retain its customers, creating a real community around the brand.

Discover the project

As we have done for other OTC brands, this holistic approach by CBA has allowed Dormi to stand out sustainably and retain its customers, creating a real community around the brand.

Discover the project

The art of resonance: the importance of the WHY

In a context where 68% of consumers deplore the lack of clarity of OTC brands regarding their values (G lobal Monitor), it becomes imperative to define and communicate the “why” of your brand with authenticity. What is your raison d’être? What is your mission beyond simply marketing products? By answering these fundamental questions, you can forge a stronger emotional connection with your audience.

Thus, in a saturated and constantly evolving OTC market, the art of resonance has become a strategic imperative. It is no longer enough to sell a product; you must create a brand that matters, a brand that is permanently part of its customers’ daily lives. By focusing on creating solid brand equity with the construction of a strong identity, respecting its promise, and creating a memorable customer experience, OTC brands can transform perception into lasting value and thrive in the long term. It is by mastering this art that OTC brands will be able to differentiate themselves sustainably, retain their customers, and prosper in the long term.

…and you will stand out from the competition in the long run.

Ready to transform your OTC brand into a market leader? Let's talk!

Schedule a 30-minute session with our experts today to assess your brand equity, discover other success stories in the OTC sector, and identify the levers to activate for maximum and lasting resonance of your brand!

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At CBA, we believe in the power of design to spark connection, transform brands, and shape meaningful experiences.

Crédit : Cécile Ayed, CEO of the CBA network, featured in Forbes

As AI becomes more prevalent, CBA emphasizes the primacy of human creativity.

To succeed, a brand has to dare. Playing it safe is now the biggest risk of all.

In a constantly changing world, the ability to reinvent oneself is essential for long-term success.

The future belongs to the brands that dare.

CBA, the international branding agency and member of WPP, has been honored with two Red Dot Awards: Brands & Communication Design 2025, reinforcing its reputation for creativity and excellence across its global network.

With Caramelo Hotels, CBA Spain has crafted a brand that embodies the warmth and authenticity of Mediterranean hospitality. The name itself is simple yet evocative, suggesting comfort, sweetness, and a genuine sense of welcome.

Both projects will be featured in the official Red Dot Winners exhibition from November 2025 and included in the international publications that accompany the awards.

Being recognized with two Red Dot Awards this year is a testament to the strength and diversity of our network.

At CBA, we believe in the power of design to spark connection, transform brands, and shape meaningful experiences.

Prepare to dive in: discover our selection of the most successful F&B spaces and our analysis to assess together the value of such an approach.

Tiffany & Co. x Blue Box Cafe

Embodying a style, claiming a cultural reference, or making one’s values and approach to service tangible are all obvious ways to enhance brand equity.

Through this concrete and multi-sensory demonstration, the brand succeeds in materialising its identity and making its message resonate with an unmatched force.

The brand’s F&B space, when conceived as an extension of its positioning, thus becomes a powerful lever to bring new attractiveness to physical retail points and generate unprecedented organic visibility.

F&B imposes itself as a powerful lever for the creation of new brand assets and a true incubator of trends. It enriches the brand ecosystem by providing valuable insights into consumer expectations in terms of experience, design and values — key data to remain relevant and innovative.

How to proceed?

Keys to a signature F&B experience that creates value

Your brand, our expertise: an exceptional F&B destination.

Adding an F&B experience to your retail point of sale also means feeding the emotion, the storytelling and the innovation of your brand; it has a unique story to tell, values to share and a community to inspire.

Ready to turn your vision into an unforgettable F&B experience?

Contact us to discuss your next project.

Following established rules is no longer enough. The brands that thrive today do not imitate, they dare. They set their own standards, define their own rules, and create their own vision of success.

Credit: Le Figaro, Regards des Dirigeants, July 2025

To be relevant and memorable is the central challenge.

In this shifting context, the role of the agency evolves.

We are strategic in our creativity, and creative in our strategy.

“Our role is to help brands find their own voice, not to imitate someone else’s.”

In a world in constant motion, reinvention is the key to longevity.

Taking a stand is one thing. Preserving it internationally without losing identity is another. The answer lies in a subtle balance: respecting the brand’s roots while adapting to local codes.

The heritage brand: deep roots in legacy.

Credit: Marketing PGC

Credit: Maes Studio

Credit: Le Club des Saveurs

The iconic brand: universal inspiration and influence.

Credit: France 3 Régions

Credit: Nestlé

Duel or complementarity? A strategic map.

So, what is the true nature of your brand?

Understanding whether your brand is intrinsically heritage-based, has the potential to become iconic, or should operate on different registers, is the first step in building a successful brand. Only by identifying its true nature can you activate the right levers to make it shine.

This is a full-blown cultural revolution, a Longevity Wave that’s reshaping industries and redefining how we approach life itself.

So what’s driving this cultural revolution?

Credit: Blue Zones Kitchen

Credit: Oura

Want to really thrive in the longevity economy? Nail these principles:

The future is long (and strategically awesome!)

Ready to ignite your brand's playful spark?

Because every city unveils itself through its unique landmarks, Pulse of the City invites you on a design-led voyage around the world through six sensorial experiences.

Credit: Bouillon Chartier

Credit: Untapped Cities

Crédit : Casa Neutrale

Credit: ArchDaily

Credit: Tripadvisor

Credit: Fronasetti

Pulse of the City is more than a guide: it’s an invitation to feel the global heartbeat of design.

But is this just fleeting fun, or is something deeper at play?

This isn’t about frivolous antics; it’s about strategically harnessing the power of play to cultivate deeper relationships.

Credit: Duolingo

Are we, as brands, contributing to a culture of superficiality by constantly chasing novelty?

The “Playful Extravaganza” isn’t just about surface-level fun; it’s about strategically weaving playfulness into every facet of the brand experience to achieve tangible business results.

Credit: Pepsico

Credit: GQ

Credit: Buzzman

Authenticity is the cornerstone of success. Thus, is your brand ready to play?

Ready to ignite your brand's playful spark?

Ready to transform your OTC brand into a market leader? Let's talk!

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Together.

Your brand, our expertise:
an exceptional F&B destination.

This is a full-blown cultural revolution, a Longevity Wave that’s reshaping industries and redefining how we approach life itself.

Want to really thrive in the longevity economy? Nail these principles:

**Because every city unveils itself through its unique landmarks, Pulse of the City invites you on a design-led voyage around the world through six sensorial experiences.**