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Design is a global language that connects like-minded people, and its role is to establish a meaningful dialogue between brands, cultures, products, and services. Brand experience is the lasting impression customers have of your brand, it’s when brands come to life. This experience includes thoughts, feelings and reactions that go beyond product purchase, and present the brand in a different way.
How can design help building a stronger and more consistent brand experience? To broaden the experience that a brand can offer, and to inspire you with design solutions for consumer goods, we have analyzed a couple of references and brought you some insights and examples:
Design is not just about visual elements, but also about creating a multisensory experience for customers. This can include using sound, touch, and even smell to create a more immersive brand experience.
Explore the brand assets all the way, inviting the audience to see the world through the brand’s unique perspective. Think of your product shape as a portal to a large ecosystem… Ask yourself questions such as ‘Is there any singular characteristics of my brand I should explore?’ or ‘If my brand dropped the logo or wordmark, would people still recognize it?’
The 5 senses open a gate of multi sensorial experience that creates a powerful emotional bond that people will never forget – and they will never see your brand the same way again.
The Greatest
Apple highlights its innovative features such as door detection, sound recognition, and voice control, which enable individuals with disabilities to customize their user experience.
Packaging is not just a functional element, but also a canvas for storytelling and brand expression. Brands can use packaging to convey their brand story, values, and personality, creating a deeper connection with customers. Never underestimate your packaging potential to communicate uniqueness and ultimately engage with your audience.
Infuse storytelling on pack. Dare to use the packaging as a canvas to tell customers your campaign or your brand story. And never underestimate the back panel or the inside wrapper to express the brand’s point of view.
The pack can be the starting point to spark conversations and to stimulate everyone to express positivity, creating content and powerful social campaigns.
06 Packs help you get your Valentines crush ♥️
For Valentine’s Day, Monoprix offers a unique way to make declarations of love by creating ‘Pack 06‘ on which customers can write their phone number and then place them in their crush’s shopping cart at the supermarket.
An increasingly important factor in brand experience, as customers are looking for brands that are environmentally and socially responsible. Brands can use sustainable packaging materials, design for recyclability, and communicate their sustainability initiatives. Innovative, yet simple design solutions to become 100% eco-friendly and revolutionize the industry.
Global brands are embracing strong commitments with sustainability and showing them to the world with powerful aesthetic retail experiences and brand environment, using innovative design and powerful storytelling.
Get your customers to engage with your recycling and sustainable programs through rewarding schemes and hassle-free experiences that make it easy for them to participate.
Doing good with goodness
CBA Design partners with VALRHONA in the creation of its space in the heart of Paris. With the goal of highlighting the Maison’s CSR commitments, the Retail & Architecture department has prioritized eco-friendly materials, including coated raw earth, cocoa bean waste, and wood wool panels.
The digital world offers endless possibilities to create desirability, with one-of-kind digital collectibles and hybrid experiences that add an interactive layer in the traditional store format. By bringing the digital to the physical, we can create unique and memorable experiences.
You can create unique digital collections of your products that can help increase the value of your brand, making it more iconic and desirable.
Retailers are bringing the metaverse into the physical world. Others are using metaverse, to reinforce the unrivalled value of IRL experiences.
Heineken Silver, the zero calorie beer
The Dutch beer giant unveiled its new beverage in its virtual brewery on Decentraland, its metaverse platform, making it the world’s first virtual beer.
it is a powerful tool for amplifying brand experience. It allows brands to connect with customers in real-time and create a sense of community. Brands can use social media to share user-generated content, respond to customer feedback, and create engaging campaigns that encourage customers to share their experiences.
Netflix, decoding a successful digital strategy
The undisputed global leader in streaming owes its reputation in part to its exceptional marketing strategy on social media, a way for Netflix France to engage with its community using a playful tone and leave a lasting impression.
Every aspect of a brand – verbal or visual – should work together to create a cohesive and memorable experience. From graphic to business design, we believe that design foremosts a way of thinking that uses specific methodologies to solve problems based on consumer experience.
We work beyond the surface of our clients’ businesses, fully meeting their needs through projects that include branding consultancy for FMCG, service design, marketing, and business modeling.
Artificial intelligence (AI) has firmly established its presence in our lives, permeating every corner from self-driving cars to voice-activated assistants like Siri. Beyond our daily routines, AI’s influence extends into various industries, including design. Recent advances in AI have transformed the way we conceive and create products, services, and spaces. While AI offers innovation and streamlines design processes, it is essential to remember that it is, after all, a tool – an assistant rather than a creator. This leads us to the intriguing question: “To what extent is artificial intelligence a complementary tool for design?”
In the world of design, inspiration is the spark that ignites the creative process. AI, with its generative tools like Adobe Firefly, has become a beacon of hope for those who have wrestled with the dreaded blank pages. These AI-powered tools provide creative individuals with a starting point, generating text-based image suggestions that serve as a foundation for their projects. They act as valuable complements to human creativity, breaking down barriers and facilitating the realization of ideas. Whether you’re a product designer, architect, or working in any other creative field, AI can enhance the ideation process and foster creativity.
is that it can help you get out of the blank-sheet syndrome. Do you have an idea? You don't need any knowledge, even graphic knowledge, the model will be able to bring it to life visually.
AI empowers designers to extract valuable insights from user data, guiding their design decisions. By analyzing extensive design databases, identifying prevailing trends, user behavior patterns and preferences, AI can offer informed recommendations on design elements, layouts, and visual styles.
AI’s influence on design extends to automating various tasks that previously consumed valuable hours. From generating layout options to selecting color schemes and suggesting typography, AI-powered design tools expedite the design process and enhance productivity. By automating repetitive tasks, AI liberates designers to focus on more creative and strategic aspects of their work.
While AI offers remarkable potential, there’s one area where it still faces challenges: inclusivity. AI systems often rely on data that may not accurately represent the world’s diverse population. This can lead to systems biased against certain groups of people, such as people with disabilities, minorities and marginalized populations.
For example, Amazon experimented with the use of AI to automate its recruitment processes. The aim of the program was to examine candidates’ resumes and assign ratings ranging from one to five stars, in order to simplify profile selection. However, the computer model used by the company was based on resumes received over the last ten years. This approach had an unintended effect, given that the data used primarily came mainly from male applicants. The AI was therefore trained to prefer male profiles, putting female candidates at a disadvantage. This case is just one of the examples that illustrates a major problem when using AI: the bias of the training data, which can lead to biased results.
However, addressing bias and ensuring inclusivity remains a crucial challenge for AI, but it is not the only one. With many questions / limitations like inclusivity, copyright and credibility and reliability of information sources, AI may not be perfect today, but potential of this evolving technology feature is promising. As we witness its evolution, one thing is certain: the future of AI in design is brimming with exciting possibilities.
At CBA, we asked AI if it can replace designers in the near future. Its response is clear:
"AI should be seen as a complementary tool for designers. Designers contribute their human expertise, creativity, and understanding of user needs. AI can assist through analysis, suggestions, and automation, but it cannot replicate these essential human qualities."
The design process is a multifaceted tapestry, demanding the richness of human creativity, aesthetics, and emotional depth. Therefore, AI stands as a facilitator of creativity, with true creators being the humans who guide it. At CBA, we cherish the symbiotic relationship where AI and designers work hand in hand, augmenting each other’s strengths. As AI becomes an integral part of the design landscape, our unwavering belief remains that the human touch will always be the most essential element.
In an era where natural resources are overexploited, brands are expected by consumers to incorporate more responsible practices to facilitate mindful consumption.
Sustainable design thus becomes their best friend in successfully championing this cause! However, the recurring question is: is this greenwashing, or a genuine employer brand promise?
Here are the aspects to pay attention to in order to determine if a brand is truly sustainable over time. Let’s explore!
According to Ipsos, nearly 60% of French consumers plan to eliminate excessive packaging to fight climate change. That’s why companies are even more encouraged to innovate and rethink the way they design their packaging! The sustainability of packaging allows brands to reduce their environmental impact throughout the lifecycle of the products they offer.
How to determine sustainable packaging?
Beyond informing consumers, an eco-designed packaging also communicates the brand’s identity and values, enhancing its reputation as a committed player. Sustainability of materials, transparency of origins, and supply chain traceability have become essential today.
Let’s focus on La Note Globale (The Overall Score, in french), the first benchmark for the overall performance of food products calculated based on 6 criteria: animal welfare, environment, nutrition, origin, traceability, and corporate social responsibility (CSR).
By revealing the “hidden” attributes of a product, it empowers consumers to choose the one that best aligns with their personal expectations.
By combining creativity, functionality and sustainability, design offers new perspectives to rethink our way of producing, distributing, and consuming food.
If you thought that sustainability only applied to packaging, think again!
Visual identity, logos, and even the graphic identity of a brand can also be part of sustainable branding: one that goes beyond a company’s visual appearance to integrate practices that preserve the environment and promote social responsibility.
Why sustainable branding?
Did you know that, to achieve a beautiful pine green in printing, a CMYK ink coverage of 209% is required? 👀
However, despite being the color of sustainability, the ink coverage needed for green is significantly higher than 100%. Greenwashing or not… we’re not that sure!
On the other hand, for web applications, it’s advised to use colors like black or red, generally darker shades. In essence, the opposite of print! And why? Simply because these colors require less energy to display on screens.
Useful information, isn’t it?
Sustainability has also made its way into our favorite stores!
As a rapidly transforming sector, retail has adapted to ecological awareness by incorporating eco-responsible practices into all aspects of the retail sales process. From products sold to construction materials, sustainable retail fully participates in the CSR initiatives of the brands that have embraced it.
And brace yourselves: beyond the mere aesthetics of products, sustainable retail also influences the overall shopping experience and consumer habits!
But how?
Focus on Cojean, the French top-of-mind in healthy fast food, for which CBA developed an overall identity system that reflects the brand’s CSR commitments.
This visual concept is also extended to the retail concept of their stores in Paris.
The goal? To go beyond the culinary experience and position themselves as a responsible actor, caring for the environment and the well-being of all.
Whether it’s product packaging, the graphic ecosystem, or even the retail store concept, a brand can contribute to overall sustainability, and that can happen on multiple scales! ♻️
“Men who wear makeup are challenging traditional notions of masculinity.” Times are changing, and so are the rules of the game! Let’s put an end to stereotypes and embrace a culture of respect without judgment, allowing everyone to express themselves freely and unapologetically.
In recent years, the market for men’s cosmetics has been booming. According to a Reportlinker study, it was already valued at 38.5 billion euros in 2020 and is projected to reach 50 billion euros by 2026! With unisex, no-gender, or inclusive approaches, the world of skincare and makeup, long reserved for women, is finally opening up to everyone, regardless of gender.
Representation, inclusion, diversity… These are just some of the terms that have emerged in brand communication in recent years. Their common goal? To unite around one concept: the empowerment of individuals and the expression of oneself. In short, empowerment!
Beyond mere aesthetics, design enables brands to convey key messages regarding their stance and commitments to society.
When design is inclusive, it holds transformative power in strengthening communities and acts as a catalyst for positive social change.
Companies are increasingly required to create a space for dialogue where everyone can fully participate, express themselves freely, and empower themselves without compromise!
According to Wunderman Thompson, 90% of individuals now believe that equality is a shared responsibility, and 75% feel that businesses and brands should contribute to solving major societal challenges, such as equality and social justice. Undoubtedly, brands that take action in this direction are the most rewarded!
In fact, 66% of consumers say they are more drawn to buying from companies that take a stand on inclusion and other related issues. Moreover, an increasing number of consumers expect companies to create concrete solutions that promote their empowerment, autonomy, and mental well-being.
But how can this be achieved? Let’s focus on the main pillars, reimagined for the year 2023. ✊
Since the pandemic, awareness around the importance of mental health has become even more relevant, and individuals are turning to well-being resources to maintain balance. Online mental health platforms have been strengthened significantly to meet this growing demand, empowering people to regain control over their lives and improve their quality of life.
Empowering minorities by breaking taboos surrounding sexuality, is a must.
Over the past decade, conversations about female and queer pleasure have become increasingly accepted, and the benefits of a healthy sexuality on physical and mental well-being are widely recognized. Numerous platforms to help consumers learn more about their mental, physical, and sexual health are flourishing!
By designing products and experiences tailored to diverse gender identities, sexual orientations, and physical abilities, more and more brands are aligning themselves with the concept of well-being. Inclusive 3.0 platforms enable users to explore and embrace their sexuality in a safe, informed, and empowering manner.
Sexuality, breastfeeding, and postpartum should not be taboo subjects; the filters must come down. With this approach, we aim to modernize intimacy and remind everyone that pleasure is allowed for all.
EMJOY is a holistic sexual well-being application that offers a playlist of guided audio practices, enjoyable meditations, and erotic stories tailored to women, far from the male gaze! By providing educational content, the podcasts convey a positive message about sexuality to their listeners, fostering self-acceptance.
Developed by doctors and psychologists, ROSY represents a new model of sexual health for women that erases shame and isolation. It offers listening support and a multidisciplinary approach that accompanies users at every stage of their sexual lives.
Let’s put an end to judgments and embrace self-love!
From the blend of art and commitment comes social design. It involves using design as a tool to address social issues and enhance the quality of life within communities.
A great example of social empowerment is the highly contested market of menstrual panties in recent years. With their comfort and eco-friendliness, menstrual panties have dethroned traditional disposable menstrual products among many women.
Forty-five billion feminine hygiene products are consumed worldwide each year, with an estimated decomposition time of 500 to 800 years. Approximately 13,320 menstrual products are used during a woman's lifetime, resulting in around 1,650 euros in expenses. In contrast, a menstrual panty costs between 30 and 35 euros and has a lifespan of five to seven years.
The harmful effects of tampons and pads on women’s health, particularly due to the presence of dangerous chemical compounds, have led to a growing ecological and economic awareness.
As a pioneer of made in France menstrual lingerie, RÉJEANNE offers a range of organic cotton panties tailored to different flow levels. With its patented technology and OEKO-TEX certification, the Réjeanne panty provides unprecedented comfort and allows freedom of movement without compromising on bodily health.
Being free, eco-friendly, and economically conscious is a winning choice. Ladies, the time for change has come!
Conscious of the societal and environmental impact of their actions, brands are increasingly turning to design to convey their values and commitments. With its ability to tell stories and convey powerful messages, design provides companies with a unique platform to raise awareness among consumers about crucial current topics.
So, we’ve all understood: through technological innovations and global awareness, design empowers individuals to regain control of their lives, well-being, and leisure. And the brands that will be most rewarded are undoubtedly those that continue to create inclusive, accessible, and representative solutions that cater to the diversity of needs and experiences of each individual. We are the protagonists! ✊
What is the packaging of the future? A complex question, since packaging trends are constantly evolving! So it’s always worth analyzing and understanding them. With eco-responsible packaging, smart packaging, minimalist packaging and playful packaging, it’s hard to know where to turn!
Let’s focus today on connected packaging.
Simply, it’s a more intelligent packaging, using technological levers to enable genuine interaction with consumers. It’s a packaging in tune with the times, responding to a growing consumer demand for personalization and interactivity. Ultimately, packaging is one of the most important points of activation for any brand, since it bridges the gap between the real world and the digital one, offering a differentiating and memorable experience.
Simply, it’s a more intelligent packaging, using technological levers to enable genuine interaction with consumers. It’s a packaging in tune with the times, responding to a growing consumer demand for personalization and interactivity. Ultimately, packaging is one of the most important points of activation for any brand, since it bridges the gap between the real world and the digital one, offering a differentiating and memorable experience.
————– Appetite Creative, Second annual connected packaging survey
Appetite Creative, specialized in B2B marketing, connected packaging and customer engagement experiences at scale, recently published in February of this year its second annual connected packaging survey. A study highlighting the growing popularity of connected packaging, both among companies and consumers. 81% of these surveyed said they had used connected packaging (vs. 54% in 2022) and 57% believe that connected packaging is increasingly important for communicating with and educating customers.
Digital makes it possible to extend the functions of packaging. It becomes useful, practical and gives consumers a much more interesting experience.
Connected packaging provides transparency, for the consumer but also for the brand. Thanks to the connected packaging, who is connected to the supply chain management system, the brand can track the product’s journey. For the consumers, it allows to know more about the product’s origin and its quality. It’s in fact a huge factor of reassurance. It’s interesting to see how powerful a connected packaging can be!
Thanks to connected packaging, the consumer has easy access to product information, advice, or additional support services. Brands also uses connected packaging to raise awareness on sustainability and recycling. Sharpend, a company supporting global brands deliver connected excellence, accompanied and digitized Yeo Valley product portfolio with QR-enabled connected packaging. Sharpend thanks to QR code allows consumers to access to content such as information on the brand and the product and details on product recycling.
Source: Sharpend
If we think now of the design, the design of packaging keeps evolving! On one hand connected packaging allows brands to create original and imaginative consumers journey and on the other hand, it allows consumers to connect to creative experiences. Thanks to « embedded sensors », customer can be transported in an amazing augmented reality experience where the brand, through augmented reality, expresses its identity, its codes, and creates memorable experiences for customers with the goal of engaging and differentiating itself.
The Australian wine brand, 19 crimes, is using augmented reality to bring its bottles to life. On Each bottle features a historical figure. Using the brand application, the character comes to life and consumers can find out more about him or her. The brand extends its brand universe to the very end, using augmented reality.
Source : 19 Crimes website.
If we think now of the design, the design of packaging keeps evolving! On one hand connected packaging allows brands to create original and imaginative consumers journey and on the other hand, it allows consumers to connect to creative experiences. Thanks to « embedded sensors », customer can be transported in an amazing augmented reality experience where the brand, through augmented reality, expresses its identity, its codes, and creates memorable experiences for customers with the goal of engaging and differentiating itself.
Source : 19 Crimes website.
The Australian wine brand, 19 crimes, is using augmented reality to bring its bottles to life. On Each bottle features a historical figure. Using the brand application, the character comes to life and consumers can find out more about him or her. The brand extends its brand universe to the very end, using augmented reality.
Connected packaging is also an amazing tool to gather data and consumer insights. This data allows them to constantly and in a real–time, adapt their strategy with the goal of reaching their target audience. But how do they collect data? For example, thanks to a QR code on the pack, consumers can have access to special offers that encourage them to return to the store. This is a clever way to gather data and create engagement with the consumer. We obviously remember the iconic Coca Cola campaign « Share a Coke », imagined by Ogilvy. The brand commercialized bottles with over 150 of the most common names by country. A QR code on the bottles takes consumers to the Coca Cola website to win personalized cans or to give personalized virtual bottles to friends. A successful campaign that increased the Coca Cola group’s sales by 2% in the US.
Source: Share A Coke, Ogilvy Sydney
Source: Share A Coke, Ogilvy Sydney
Connected packaging is also an amazing tool to gather data and consumer insights. This data allows them to constantly and in a real–time, adapt their strategy with the goal of reaching their target audience. But how do they collect data? For example, thanks to a QR code on the pack, consumers can have access to special offers that encourage them to return to the store. This is a clever way to gather data and create engagement with the consumer. We obviously remember the iconic Coca Cola campaign « Share a Coke », imagined by Ogilvy. The brand commercialized bottles with over 150 of the most common names by country. A QR code on the bottles takes consumers to the Coca Cola website to win personalized cans or to give personalized virtual bottles to friends. A successful campaign that increased the Coca Cola group’s sales by 2% in the US.
————– Appetite Creative, Second annual connected packaging survey
More and more brands are investing in this marketing tool. According to the Appetite Creative study, 88% of respondents plan to increase their spending in 2023. This percentage was of 59% in 2022.
Connected packaging is therefore an opportunity for brands to invest in an operational, strategic, and creative tool. It enables them to gather data, establish and adapt their marketing strategies in real time, and offer a superb creative experience to engage consumers.
Did you know that 40 million tons of plastic are discharged into the environment every year?
Air pollution, the increasing presence of plastics in our oceans… Our human activities endanger numerous ecosystems and threaten our own existence. In a rapidly changing world where environmental issues are more crucial than ever before, design emerges as a key player in preserving our planet.
Beyond mere aesthetics, design provides an opportunity to rethink our patterns of consumption and production. Acting with design, yes, but how? Let’s explore.
According to Ipsos (2022), nearly 60% of French people plan to eliminate excessive packaging to fight climate change – a significant percentage that would encourage businesses to integrate more eco-design into their production methods. In the face of growing environmental impact, eco-friendly design plays a crucial role in waste reduction.
The use of recyclable materials enables eco-designed packaging to drastically reduce the amount of plastic used. It’s time for biodegradable, compostable, and recyclable packaging to take center stage, offering thoughtful alternatives to single-use items.
Focus on Unbottled, the emerging made-in-France brand that defies single-use. Committed to nature-friendly cosmetics, the brand offers a variety of solid products for the face, body, hair, and zero-waste accessories, all designed with respect for nature and the ocean.
Not only is Unbottle dedicated to nature, but also to the skin! Beyond biodegradable packaging, their products are certified vegan, free from chemicals, and cruelty-free. Since its inception, Unbottled claims to have already saved 1 million plastic bottles. It’s proof that we can both smell good and do good for the planet!
Design is also a powerful visual language that has the ability to capture attention and convey impactful messages in favor of the environment. From striking visuals to informative packaging, design enables the public to be aware of environmental issues and encourages more planet-friendly behaviors. Beyond aesthetics, design becomes a strong medium for communication and social mobilization.
According to the UN, 9 million tons of plastic are thrown into the ocean every year!
Pure Ocean, a French foundation committed to ocean research and conservation programs, is dedicated to preserving marine biodiversity. With a mission to raise awareness among consumer-activists about waste collection, the foundation sought the assistance of CBA Design for branding support for their new brand: La Goutte Bleue (The Blue Drop).
La Goutte Bleue is a bag made from recycled materials, designed for collecting waste on beaches, in cities, countryside, mountains… before it reaches the sea.
From creating the visual identity of the concept to designing the packaging, La Goutte Bleue was born to the delight of consumer-activists who want to make a positive impact in preserving natural resources. Vamos a la playa!
As a rapidly transforming sector, the retail industry has successfully adapted to growing ecological awareness by integrating environmentally friendly practices into all aspects of the retail process. From the products sold to the construction materials used, sustainable retail actively takes part in the Corporate Social Responsibility (CSR) initiatives of brands that have embraced it.
Focus on Malongo, a pioneer in promoting fair trade coffee and tea, which enlisted the expertise of CBA to revitalize its image and boost sales through a retail concept. The brand’s sustainable approach is embodied in:
This innovative concept has been implemented internationally, in Europe and Asia. For Parisians, the boutique can be found at 50 Rue Saint-André des Arts. Get your Navigo passes ready!
Whether through eco-design, awareness, or circularity, we all understand it: design is a superhero for the planet. A true ally of the environment, it undeniably plays a major role in the transition towards a more sustainable way of life.
What about you? What are you doing to save our planet? ♻️
”Meeting the needs of present generations without compromising the ability of future generations to meet their own ones.” – United Nations about food sustainability.
With sustainability becoming increasingly urgent in productive spheres, the agri-food industry stands at the forefront as one of the most concerned industries with this concept. Between fighting against waste and advocating for low ecological footprint consumption, sustainable food lies at the heart of tomorrow’s challenges.
But what role does design play in all of this? By combining creativity, functionality, and sustainability, design offers new perspectives to rethink our way of producing, distributing, and consuming food. It plays an essential role in creating innovative solutions that promote environmentally friendly and socially responsible food.
Whether it’s products, packaging, or food systems, let’s focus on the pillars of design that advocate for sustainability in food.
According to Ipsos, nearly 60% of French people plan to eliminate excessive packaging to combat climate change – a raised fist that pushes companies to adopt eco-friendly packaging strategies.
Facing growing environmental impact, eco-friendly design plays a crucial role in reducing food waste. The use of recyclable materials allows for eco-designed packaging to drastically reduce the amount of plastic used.
Make way for biodegradable, compostable, and recyclable packaging, which offer thoughtful alternatives to single-use items.
For nearly 15 years, DADDY has been collaborating with CBA Design to bring meaning back to the use of sugar by reinventing it in everyday life!
The agency has chosen a radical product innovation, kraft paper; a 100% recyclable packaging that significantly reduces its user’s environmental impact while remaining resistant to the most extreme conditions in pastry.
In concrete terms, this project reconciles meaning and utility for this historic brand.
Faced with pesticides, additives, and junk food, consumers no longer want to be carried along without knowing where they are headed. They need transparency; they more than ever need to know what they are eating.
Many designers are now reimagining the way food products are made. From the development of plant-based meat substitutes to the creation of healthy and nutritious snacks, food design emphasizes sustainable ingredients to meet the needs of the planet and health-conscious consumers.
Facing the additives and ultra-processing industry, raw, local, and organic products are once again becoming a necessity – a return to the true sources of nature.
BIOFUTURE, a specialist in pesticide-free oils, has decided to change direction and advocate for a new standard: one that is good, with no compromise, for both us and our environment.
CBA Design supports them in creating their new brand, .nod, which exemplifies this fight by challenging what normality should be: eating in the right way.
Design goes beyond individual products and also applies at the scale of food systems.
Creating shorter supply chains, optimizing logistics, reducing food waste… Design Thinking strategies answer numerous needs and promise a better future. In a world where 2.5 billion meals are wasted every year (Too Good to Go), an increasing number of innovative initiatives are emerging.
According to the government, 10 million tons of food are wasted every year in France.
The Too Good To Go app allows for a significant impact by rescuing unsold items and transforming them into anti-waste baskets at very advantageous prices.
A pure Design Thinking product, thanks to an interface that “connects merchants with unsold items on their hands and residents ready to pick up baskets that would have ended up in the trash.”
Results?
Sustainable food is a complex challenge, but design offers remarkable opportunities to find innovative and creative solutions.
By encouraging collaboration between designers, brands, and consumers, let’s create a future where design and sustainable food go hand in hand to build a better world!
Today we are going to talk about design (no surprise there) but not any design. The design of the future. The one that moves the lines, the one that juggles inclusivity innovation, ecology, and customization. Not that easy to describe this concept as it constantly evolves, in regards to emerging trends in technology, lifestyle, sustainability and culture. However, together we will try to predict the future.
It’s difficult to predict exactly what the design of the future will look like. But, we can identify some current trends that could influence the design of the future. What will be the main pillars of the new consumers? What will be the emerging aspirations that brands will have to consider? Here’s a non-exhaustive list to help you see this more clearly.
Today we are going to talk about design (no surprise there) but not any design. The design of the future. The one that moves the lines, the one that juggles inclusivity innovation, ecology, and customization. Not that easy to describe this concept as it constantly evolves, in regards to emerging trends in technology, lifestyle, sustainability and culture. However, together we will try to predict the future.
It’s difficult to predict exactly what the design of the future will look like. But, we can identify some current trends that could influence the design of the future. What will be the main pillars of the new consumers? What will be the emerging aspirations that brands will have to consider? Here’s a non-exhaustive list to help you see this more clearly.
Designers are looking to create products that minimize environmental impact and are sustainable; like Cazoolo which is Braskem’s packaging design lab. It’s an innovative hub that hosts a creative community, where consumers, entrepreneurs, designers or startups can meet to rethink packaging from a more sustainable design approach, designing the entire process -from conception to post-consumption- with a view to circularity and reducing environmental impact. Indeed, the watchword will be -and already is- to be more sustainable and environmentally friendly with recyclable materials, environmentally friendly manufacturing processes and reusable products.
Designers are looking to create products that minimize environmental impact and are sustainable; like Cazoolo which is Braskem’s packaging design lab. It’s an innovative hub that hosts a creative community, where consumers, entrepreneurs, designers or startups can meet to rethink packaging from a more sustainable design approach, designing the entire process -from conception to post-consumption- with a view to circularity and reducing environmental impact. Indeed, the watchword will be -and already is- to be more sustainable and environmentally friendly with recyclable materials, environmentally friendly manufacturing processes and reusable products.
Added to this is the fact that new consumers are looking for authenticity and simplicity above all! This means products that are honest, transparent, with a clear history or origin. No more products that are industrially produced or have a very (too) complex list of ingredients.
Added to this is the fact that new consumers are looking for authenticity and simplicity above all! This means products that are honest, transparent, with a clear history or origin. No more products that are industrially produced or have a very (too) complex list of ingredients. Some brands are already offering the experience of truth in fighting the absurdity of the food industry, like the brand, .nod.
This development is partly linked to a growing awareness of the environmental and social impact of consumption. In the end, consumers are looking for brands that match their values and lifestyle, and that are in line with their worldview.
Added to this is the fact that new consumers are looking for authenticity and simplicity above all! This means products that are honest, transparent, with a clear history or origin. No more products that are industrially produced or have a very (too) complex list of ingredients. Some brands are already offering the experience of truth in fighting the absurdity of the food industry, like the brand, .nod.
This development is partly linked to a growing awareness of the environmental and social impact of consumption. In the end, consumers are looking for brands that match their values and lifestyle, and that are in line with their worldview.
Let’s continue our predictions with innovation and technology. How can we miss this growing phenomenon that promises to bring many benefits to our society? Our media is being invaded by ChatGPT, AI, Metaverse and many others. These technological advances could transform the way we design our products, services and spaces. Virtual and augmented realities could enable immersive experiences in virtual environments, while 3D printing could allow for increased customization of products. This could greatly enhance the user experience by allowing consumers to interact with brands and the products they offer.
These technological developments will also allow brands to offer consumers a personalized experience based on their preferences and needs.
One of the key pillars for companies will be to address the needs of ALL users by reaching out to audiences previously invisible to certain markets with more accessible and inclusive designs that will have to become the norm. Some brands have already understood this, such as Dove with its commitment to body positivity #NeverBeforeRetouch and its “Real Virtual Beauty” campaign, challenging the representation of women in video games to help make the virtual world a positive space for everyone. Inclusivity is no longer a niche market, it’s and will be part of our daily lives and values!
One of the key pillars for companies will be to address the needs of ALL users by reaching out to audiences previously invisible to certain markets with more accessible and inclusive designs that will have to become the norm. Some brands have already understood this, such as Dove with its commitment to body positivity #NeverBeforeRetouch and its “Real Virtual Beauty” campaign, challenging the representation of women in video games to help make the virtual world a positive space for everyone. Inclusivity is no longer a niche market, it’s and will be part of our daily lives and values!
To conclude, it’s important to note that design is a constantly evolving field and that these trends are only forecasts; the future is unpredictable. These trends can change rapidly depending on political, economic, social and technological events in the world.
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The metaverse is a virtual, immersive, and interactive space, and among the giants of the metaverse, we find the French company The Sandbox, the Argentinean company Decentraland, and the Canadian company Roblox. Despite this excitement for the metaverse by brands, we can see that a portion of the French population is not receptive to these immersive universes. According to an IFOP study published in early 2022, 41% of 18-49 year olds have heard of the metaverse, and 75% of French people have concerns about it.
However, more and more brands are rushing to use this tool, including luxury giants such as Gucci, Tiffany & Co, Balenciaga, and Guerlain. McKinsey Institute stated last June that 95% of business leaders expect a positive impact on their sector.
The metaverse is a virtual, immersive, and interactive space, and among the giants of the metaverse, we find the French company The Sandbox, the Argentinean company Decentraland, and the Canadian company Roblox. Despite this excitement for the metaverse by brands, we can see that a portion of the French population is not receptive to these immersive universes. According to an IFOP study published in early 2022, 41% of 18-49 year olds have heard of the metaverse, and 75% of French people have concerns about it.
However, more and more brands are rushing to use this tool, including luxury giants such as Gucci, Tiffany & Co, Balenciaga, and Guerlain. McKinsey Institute stated last June that 95% of business leaders expect a positive impact on their sector.
But why are these brands investing such large budgets in this new communication channel? Firstly, the metaverse is a universe primarily used by the Generation Z. These brands are trying to reach this audience through this channel, and design in the metaverse appears to be the preferred means of addressing this young generation. The metaverse is a fantastic tool for creation and design and allows for the expression of a brand’s identity and universe, the creation of a unique and differentiated experience, and the sparking of curiosity among many.
The metaverse represents a new territory for brands to conquer, where the possibilities are infinite. Between fashion shows in the metaverse, creating an online store, or an immersive exhibition, Printemps has recently entered the virtual world by creating its “virtual store“: users can discover Printemps with its architecture from a specific period and purchase items online. Printemps also offers an artistic experience, as users can explore the crypto art collection of painter Romain Froquet. Retail and branding are being reimagined and adapted to the virtual world.
Ralph Lauren has created its own game on the Roblox platform, titled “The Ralph Lauren Winter Escape“. This is an opportunity for the American fashion brand to showcase its collection of winter sportswear, which will only be available for purchase on the Roblox platform. Ralph Lauren is “gamifying” its customer experience and inviting users to discover its brand universe through a unique virtual experience.
Se Loger, a French real estate company, offers virtual tours of apartments and houses directly in the metaverse. This is a way for potential buyers to better visualize the property they are interested in. Buyers can visit the property using their mouse and chat with the real estate agent in real-time. The customer journey is completely revamped to provide a unique and entertaining buying experience. The metaverse appears here as a way to blend the best of both worlds: a virtual tour that allows for total immersion, which will ultimately lead to a real-world experience.
Tiffany & Co, the famous iconic jewelry brand, goes even further by selling 250 NFTs, the “NFTiff“, online on the metaverse. Buyers could purchase these NFTs and in exchange receive a custom-made pendant in gold and precious stones. Once again, the metaverse allows brands to innovate and offer a highly exclusive experience.
Tiffany & Co, the famous iconic jewelry brand, goes even further by selling 250 NFTs, the “NFTiff“, online on the metaverse. Buyers could purchase these NFTs and in exchange receive a custom-made pendant in gold and precious stones. Once again, the metaverse allows brands to innovate and offer a highly exclusive experience.
As these numerous examples illustrate, the metaverse is a way to express infinite creativity, reach and address a younger audience, but above all to rework the customer experience.
Business design is an operational style that combines business, strategic, and analytical approaches with the practices and mental model of design. It helps structure how each element of a business model affects the experience of customers and users.
In other words…
The discipline works at the intersection of feasibility, viability, and desirability to create innovation, helping companies and organizations move from point A to point B through a designed business model, or business model created based on the design approach.
In the BANI (“B:rittle, A:nxious, N:on-linear and I:ncomprehensible”) world we live in, business design can be extremely valuable to a company. The growth of startups, rapidly shifting markets, and ever-evolving technological possibilities require the creation of innovative business models and the reassessment of conventional ones. Business design, among other things, provides the tools and methods to develop and test business models with a truly human-centered value proposition. But the discipline addresses many other issues. Here are some of its applications:
It is a strategy that can help brands and businesses overcome a variety of problems, but how does this relate to the design approach? How does a business designer act in the design process?
The three primary functions of a business designer during a design process are:
1. Use a business perspective to guide or inform the design process in order to make sure that the final product effectively addresses business issues.
2. Translate design solutions into value and impact using a language that business stakeholders are familiar with in order to prove that design provides solutions to business problems.
3. Use human-centered methodologies to strengthen the commercial and financial aspects of design work to produce services and products that are viable.
To understand what is meant by business design and the mindset of business designers, it is essential to keep in mind four major pillars: multidisciplinary approach, abductive reasoning, customer focus, and prototyping.
Design thinking emphasizes the value of assembling a diverse team, including the different stakeholders and users of the company’s product or service, to avoid having one viewpoint dominate the outcome. This combination enables us to examine the issue from various angles and ask the pertinent questions, such as: Is it desirable? Can we really do that? Does this make sense for my business?
2. ABDUCTIVE REASONING
Abductive reasoning derives from design thinking. Most business school programs teach deductive reasoning – from rules to conclusions – and inductive reasoning – from examples to rules. In clearly defined contexts, both deductive and inductive reasoning perform well. Working with businesses, however, frequently entails having access to insufficient information in a highly complex system. The concept of wicked problems, a term coined by Herbert Simon – a scientist and the inventor of design thinking, explains it: the more complex and multidimensional the problems, the more they demand a collaborative methodology and a deep understanding of human needs. Therefore, abductive thinking, a combination of inductive and deductive reasoning, is actually more suitable for such situations.
3. FOCUS ON THE USER
Business design uses user-centered and empathic design approaches. The starting point of any challenge is people. Every strategy is built based on a deep understanding of users, including information on their problems, objectives, and pain points. This helps us develop solutions that best fit their lifestyles.
PROTOTYPING
Business designers create prototypes not only to prove their validity but also to learn. To come up with the best-case scenario, we don’t simply consult a spreadsheet. We launch products and services to test the business. We develop financial projections and business cases to prove the financial viability of a product. We outline product ideas that represent strategic trade-offs to inform our strategic decisions. We create extreme business model scenarios and use them as prototypes to learn from customers, suppliers, and other stakeholders. We occasionally produce business pitches that help make new business ideas concrete so that organizations can support the development of spin-offs or fund a startup.
Business design is….
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