France
Paris
Menu
Foodtech has revolutionized the culinary industry, transforming not only our eating, cooking habits but also our mindset. The constantly evolving sector offers numerous opportunities for brands looking to stand out in the market. According to Emergen Research, it is estimated that the global Foodtech market could climb up to $342 billion by 2027. However, it’s important to understand that Foodtech is not just about food, but also about the overall consumer experience. And this is where design comes into play.
Foodtech has come a long way since its inception. From simple innovations like canned goods and refrigeration to more complex ones like molecular gastronomy and plant-based meat substitutes. Food technology has continually pushed the boundaries of what’s possible in the culinary world. Today, it involves creating sustainable, healthy, and convenient food options that cater to the needs of modern consumers.
Credit : Rebellyous Foods
This topic is gaining importance, now touching a wide range of players including schools, thanks to the expansion of foodtech. Rebellyous Foods, a company specializing in plant-based nuggets, is expanding its influence, with more and more educational establishments opting for its products. According to this Seattle-based company, this trend reflects a growing movement within US schools, aiming to offer a greater variety of plant-based options.
Design plays a crucial role in this evolution. By integrating a design approach into the development of new food products and services, Foodtech companies can create solutions that are not only functional but also aesthetically pleasing. For instance, the packaging design can make or break a product’s success in the market. By using environmentally friendly materials and attractive designs, brands can attract environmentally conscious consumers while standing out on the shelves.
Take the example of La Vie, which aims to change mindsets about plant-based meat. To do this, the brand chose colorful, positive, and accessible packaging; a true celebration of life, as no animal was slaughtered to make this meal! Illustrated by artist Egle Zvirblyte, these packages appeal to both vegans and meat lovers alike!
Credit : Packaging of the world
Credit : Rebellyous Foods
This topic is gaining importance, now touching a wide range of players including schools, thanks to the expansion of foodtech. Rebellyous Foods, a company specializing in plant-based nuggets, is expanding its influence, with more and more educational establishments opting for its products. According to this Seattle-based company, this trend reflects a growing movement within US schools, aiming to offer a greater variety of plant-based options.
Design plays a crucial role in this evolution. By integrating a design approach into the development of new food products and services, Foodtech companies can create solutions that are not only functional but also aesthetically pleasing. For instance, the packaging design can make or break a product’s success in the market. By using environmentally friendly materials and attractive designs, brands can attract environmentally conscious consumers while standing out on the shelves.
Take the example of La Vie, which aims to change mindsets about plant-based meat. To do this, the brand chose colorful, positive, and accessible packaging; a true celebration of life, as no animal was slaughtered to make this meal! Illustrated by artist Egle Zvirblyte, these packages appeal to both vegans and meat lovers alike!
Credit : Packaging of the world
By placing consumer needs and preferences at the forefront of product development, Foodtech companies can create solutions that truly resonate with their target audience. This approach involves conducting in-depth research and gathering consumer testimonials until the final product genuinely meets customer needs.
Meal kit delivery services are an excellent example of consumer-centered design. These services eliminate the daily hassles of meal planning and grocery shopping by delivering proportioned ingredients and recipes right to our doorstep. Catering to busy professionals and families who want to eat healthy meals at home without spending hours in the kitchen, meal kit delivery services have become a popular choice for many consumers.
Moreover, Foodtech doesn’t just meet our food needs; it also tackles broader issues like food waste. This is the idea behind the Too Good To Go app. Its intuitive, user-centered design facilitates connections between businesses with unsold goods and consumers eager to contribute to reducing waste. Thus, Too Good To Go perfectly illustrates how design can serve an ecological cause while meeting user expectations.
Credit : Too Good To Go
Moreover, Foodtech doesn’t just meet our food needs; it also tackles broader issues like food waste. This is the idea behind the Too Good To Go app. Its intuitive, user-centered design facilitates connections between businesses with unsold goods and consumers eager to contribute to reducing waste. Thus, Too Good To Go perfectly illustrates how design can serve an ecological cause while meeting user expectations.
Credit : Too Good To Go
Credit : Midjourney
The future of Foodtech is promising, with endless possibilities for innovation and growth. One particularly interesting area is the use of technology to enhance the culinary experience. From augmented reality menus to smart kitchen appliances, technology is changing the way we interact with food. Moreover, as consumers become increasingly aware of the environmental impact of their diet, food technology companies are exploring new ways to reduce waste and promote sustainable practices. This ranges from using biodegradable packaging to developing plant-based alternatives to traditional meat products.
Credit : Midjourney
The future of Foodtech is promising, with endless possibilities for innovation and growth. One particularly interesting area is the use of technology to enhance the culinary experience. From augmented reality menus to smart kitchen appliances, technology is changing the way we interact with food. Moreover, as consumers become increasingly aware of the environmental impact of their diet, food technology companies are exploring new ways to reduce waste and promote sustainable practices. This ranges from using biodegradable packaging to developing plant-based alternatives to traditional meat products.
The horizon for Foodtech seems bright. This growth would primarily be driven by a steadily increasing demand for healthier, more sustainable, and convenient food products. However, Foodtech still has several hurdles to overcome, particularly regarding regulations and financing. It’s also crucial to ensure that these technological innovations do not create new disparities, such as favoring a wealthier clientele.
Foodtech has revolutionized the culinary industry, transforming not only our eating, cooking habits but also our mindset. The constantly evolving sector offers numerous opportunities for brands looking to stand out in the market. According to Emergen Research, it is estimated that the global Foodtech market could climb up to $342 billion by 2027. However, it’s important to understand that Foodtech is not just about food, but also about the overall consumer experience. And this is where design comes into play.
Foodtech has come a long way since its inception. From simple innovations like canned goods and refrigeration to more complex ones like molecular gastronomy and plant-based meat substitutes. Food technology has continually pushed the boundaries of what’s possible in the culinary world. Today, it involves creating sustainable, healthy, and convenient food options that cater to the needs of modern consumers.
Credit : Rebellyous Foods
This topic is gaining importance, now touching a wide range of players including schools, thanks to the expansion of foodtech. Rebellyous Foods, a company specializing in plant-based nuggets, is expanding its influence, with more and more educational establishments opting for its products. According to this Seattle-based company, this trend reflects a growing movement within US schools, aiming to offer a greater variety of plant-based options.
Design plays a crucial role in this evolution. By integrating a design approach into the development of new food products and services, Foodtech companies can create solutions that are not only functional but also aesthetically pleasing. For instance, the packaging design can make or break a product’s success in the market. By using environmentally friendly materials and attractive designs, brands can attract environmentally conscious consumers while standing out on the shelves.
Take the example of La Vie, which aims to change mindsets about plant-based meat. To do this, the brand chose colorful, positive, and accessible packaging; a true celebration of life, as no animal was slaughtered to make this meal! Illustrated by artist Egle Zvirblyte, these packages appeal to both vegans and meat lovers alike!
Credit : Packaging of the world
By placing consumer needs and preferences at the forefront of product development, Foodtech companies can create solutions that truly resonate with their target audience. This approach involves conducting in-depth research and gathering consumer testimonials until the final product genuinely meets customer needs.
Meal kit delivery services are an excellent example of consumer-centered design. These services eliminate the daily hassles of meal planning and grocery shopping by delivering proportioned ingredients and recipes right to our doorstep. Catering to busy professionals and families who want to eat healthy meals at home without spending hours in the kitchen, meal kit delivery services have become a popular choice for many consumers.
Moreover, Foodtech doesn’t just meet our food needs; it also tackles broader issues like food waste. This is the idea behind the Too Good To Go app. Its intuitive, user-centered design facilitates connections between businesses with unsold goods and consumers eager to contribute to reducing waste. Thus, Too Good To Go perfectly illustrates how design can serve an ecological cause while meeting user expectations.
Credit : Too Good To Go
Credit : Midjourney
The future of Foodtech is promising, with endless possibilities for innovation and growth. One particularly interesting area is the use of technology to enhance the culinary experience. From augmented reality menus to smart kitchen appliances, technology is changing the way we interact with food. Moreover, as consumers become increasingly aware of the environmental impact of their diet, food technology companies are exploring new ways to reduce waste and promote sustainable practices. This ranges from using biodegradable packaging to developing plant-based alternatives to traditional meat products.
The horizon for Foodtech seems bright. This growth would primarily be driven by a steadily increasing demand for healthier, more sustainable, and convenient food products. However, Foodtech still has several hurdles to overcome, particularly regarding regulations and financing. It’s also crucial to ensure that these technological innovations do not create new disparities, such as favoring a wealthier clientele.
Despite a sudden halt in business due to the global pandemic, the fitness market is doing well, growing by around 66% in terms of sales in 2022, according to the European Health & Fitness Market Report 2023 published by Deloitte.
The pandemic has raised awareness of the importance of physical and mental health. Social networks, meanwhile, have helped to raise awareness and free speech.
Consumers primarily seek in sports a notion of performance, self-improvement, and well-being. Let’s discover together the major current and future trends of this rapidly growing market.
Gyms are reinventing themselves and seeking to innovate with new concepts. As you may have noticed, a new lexicon has appeared over the last few years: pilates, reformer, indoor cycling, infrared-heated workouts …
These workout spaces present a new, innovative approach to exercise, where fun and self-improvement are at the heart of their concept. Immersion is the new keyword, and the spaces are designed to immerse athletes in a stimulating scenography and motivating group atmosphere. With music and dynamic lighting, these new spaces are extremely popular!
Gyms are reinventing themselves and seeking to innovate with new concepts. As you may have noticed, a new lexicon has appeared over the last few years: pilates, reformer, indoor cycling, infrared-heated workouts …
These workout spaces present a new, innovative approach to exercise, where fun and self-improvement are at the heart of their concept. Immersion is the new keyword, and the spaces are designed to immerse athletes in a stimulating scenography and motivating group atmosphere. With music and dynamic lighting, these new spaces are extremely popular!
Crédit : Burning Bar et Kore Studio
Even crazier concepts are now on the market. How about classes under 35 degrees? Burning Bar offers a unique experience combining infrared heart with a series of classes ranging from pilates and yoga to meditation.
Reformer sessions have also made their mark on the market. Kore studio offers 50-minute intensive workout on a machine called the « reformer », which stimulates the whole body and deep muscles, all in a carefully designed scenography.
Beyond the curiosity and attraction surrounding these new concepts, these « group workouts » are experiencing significant growth as consumers once again need physical interaction, after a long period of lockdowns. Social medias are having a strong impact, highlighting this notion of well-being, which involves sport, food and even cosmetics.
Beyond the curiosity and attraction surrounding these new concepts, these « group workouts » are experiencing significant growth as consumers once again need physical interaction, after a long period of lockdowns. Social medias are having a strong impact, highlighting this notion of well-being, which involves sport, food and even cosmetics.
Your prospects and customers are seeking to live an experience! Sport must be seen as a fun and attractive activity. Spaces are therefore being completely redesigned, focusing on experience and immersion. The environment you offer them, and the layout of your spaces are therefore of crucial importance.
Your prospects and customers are seeking to live an experience! Sport must be seen as a fun and attractive activity. Spaces are therefore being completely redesigned, focusing on experience and immersion. The environment you offer them, and the layout of your spaces are therefore of crucial importance.
The last Stylus report Combat Sports, Leisure’s New Obsession highlights the growing popularity of martial arts adoption. Many gyms specialize in these combat sports. A trend confirmed notably by the number of searches on Pinterest:
+ 200% « Mixed Martial Arts Training »,
+ 265% « Kick-boxing aesthetics»,
+ 30% « Qui-jitsu ».
Credit: Le Temple, boxing club in Paris.
The last Stylus report Combat Sports, Leisure’s New Obsession highlights the growing popularity of martial arts adoption. Many gyms specialize in these combat sports. A trend confirmed notably by the number of searches on Pinterest:
+ 200% « Mixed Martial Arts Training »,
+ 265% « Kick-boxing aesthetics»,
+ 30% « Qui-jitsu ».
Credit: Le Temple, boxing club in Paris.
This growing adoption highlights the desire of certain communities to learn combat techniques to better arm themselves in public and private. Among the first to be affected are women and the LGBTQ+ community.
Martial arts are highly prized today and are put in the spotlight. YouTubers, streamers, and media figures have also shed light on certain practices, such as boxing, by organizing tournaments, accumulating millions of views on social media.
This growing adoption highlights the desire of certain communities to learn combat techniques to better arm themselves in public and private. Among the first to be affected are women and the LGBTQ+ community.
Martial arts are highly prized today and are put in the spotlight. YouTubers, streamers, and media figures have also shed light on certain practices, such as boxing, by organizing tournaments, accumulating millions of views on social media.
Martial arts bring together a strong, committed community. It is an interesting niche market that is growing all the time and brings together a vast number of passionate people. Teaching martial arts to your customers gives them the weapons to defend themselves, and thus strengthens your relationship with them. It’s also a significant commitment on your part to their safety and well-being.
This trend also offers the opportunity to design sport clothing and equipment specifically adapted to these practices. For many people, sportswear is more than just functional clothing. It becomes an important source of motivation. It acquires a fashion dimension .
Martial arts bring together a strong, committed community. It is an interesting niche market that is growing all the time and brings together a vast number of passionate people. Teaching martial arts to your customers gives them the weapons to defend themselves, and thus strengthens your relationship with them. It’s also a significant commitment on your part to their safety and well-being.
Numerous fitness applications based on AI have appeared on the market. AI opens up an unlimited field of possibilities, for both individuals and professionals.
Numerous fitness applications based on AI have appeared on the market. AI opens up an unlimited field of possibilities, for both individuals and professionals.
It enables you to personalize your workout in real time, based on precise data (age, body mass, fitness level, hydration level, sporting objectives etc.). Recommendations are made in terms of exercise, level of difficulty, number of repetition or even duration of training.
It enables you to personalize your workout in real time, based on precise data (age, body mass, fitness level, hydration level, sporting objectives etc.). Recommendations are made in terms of exercise, level of difficulty, number of repetition or even duration of training.
Gymfitty, for example, offers intelligent and ultra-personalized workouts based on complex algorithms. Users interact with a chat bot that personalized their workout in real time, based on their goals, heart rate and anatomy, feedback during the workout …
Credit: Gymfitty.com
Gymfitty, for example, offers intelligent and ultra-personalized workouts based on complex algorithms. Users interact with a chat bot that personalized their workout in real time, based on their goals, heart rate and anatomy, feedback during the workout …
CREDIT: Gymfitty.com
IA offers innovative possibilities, enabling the creation of differentiated sports experience based on tangible data, factors that reassure consumers. However, be careful not to lose the human and emotional aspect, which we know can be a very important subject for the new generations.
IA offers innovative possibilities, enabling the creation of differentiated sports experience based on tangible data, factors that reassure consumers. However, be careful not to lose the human and emotional aspect, which we know can be a particularly important subject for the new generations.
To discover more trends, download right now our 2024 Useful Design Trends report.
In a world characterised by a frenetic pace, where changes are continuous and technological innovations are increasingly surprising, organisations face enormous challenges. The emergence of new generations of consumers, with different needs and behaviours, confronts companies with unprecedented scenarios, generating stress and the need for constant adaptation.
Faced with these challenges, organisations question themselves deeply about their future. There is a growing need to imagine a sustainable and profitable development that can guide companies through the uncertainties of an ever-changing market. Indeed, as the range of products and services expands, the more complex and complicated the brand becomes to manage.
In this context, a technical and strategic discipline such as Brand Architecture assumes a key role. The definition or evolution of a brand architecture is not only a marketing issue, but becomes a key element for the long-term corporate strategy. In our role as branding experts, we work daily with both emerging startups and large holding companies. Our goal is to build a clear and visionary future together, one that can interpret and anticipate market trends.
Before telling you about some of our case studies, it is useful to outline the main Brand Architecture models, in a quick but thorough way.
In the ‘Branded House’ model, the organisation uses a single brand, which is branched with different descriptors to identify all its products or services. This approach offers consistency and ease of brand management, reinforces core brand recognition and allows economies of scale in terms of marketing and communication.
Communication
PRO: the possibility to exploit the image and notoriety of the main brand; lower communication costs because they are shared
CON: the risk of reputational damage to a sub-brand could extend to the main brand
Commercial
PRO: it forms economies of scale, thanks to the economic efforts focused on a single brand
CON: acquisition of new brands forces rebranding and the loss of equity
Internal Culture
PRO: a strong sense of brand-belonging by employees; the existence of a strong brand facilitates talent attraction
In contrast, in the ‘House of Brands’ model, the organisation operates a range of completely independent brands. This allows greater flexibility in the positioning of each individual brand, better market segmentation and the possibility to address different audiences without blurring the identity of each brand.
Communication
PRO: freedom and autonomy in adopting customised communication strategies
CON: risk of losing coherence in the group’s narrative, whose messages vary for each sub-brand
Commercial
PRO: greater diversification of business and investment opportunities
CON: lack of recognition of the main group/ brand; greater organisational and economic efforts
Internal Culture
PRO: each sub-brand can develop a distinctive internal culture
CON: the sense of belonging to the group requires more effort; the sharing of values and best practices must find a lowest common denominator
Since each brand is characterised by unique structures and thus distinct reactions to change, the two models listed above do not always provide adequate solutions. There is therefore an area where brand architecture offers different models, such as the ‘Hybrid‘ model or the ‘Endorsed‘ model.
And this is where, in our experience, most of the doubts and reflections are concentrated.
Following the acquisition of Altido, ChezNestor and Open, DoveVivo decided to unify the different operators under the same brand: Joivy. This union, guided by our strategic consultancy, required a gradual transition: a first step saw the retention of the acquired brands through the juxtaposition of an endorsement “by Joivy” (‘Endorsed Brands‘), to then arrive at the complete fusion and the definitive abandonment of the previous realities, in favour of a single international brand of living solutions.
We subsequently had to undertake a second deep dive with the client, to create the in-house real estate brokerage division of Joivy.
The launch of the new brand and its Investments division were planned at the same time, so it was essential to maintain a strong visual link between the two realities. This led us to apply a ‘Branded House‘ model for Joivy, maintaining a strong visual consistency, to allow the corporate to create awareness effectively and solidify its equity.
Openness, innovation, enterprise, growth: these are the value roots of the Sella Group, which have been translated and renewed in recent years through the birth of two new businesses: Lynfa, the Corporate Academy and Fabrick, the open banking platform.
We asked ourselves together with them which would be the right guidelines to direct the path of creation of these two new brands: to tend towards a ‘Branded House‘, thus maintaining the visual and verbal assets of the Group, or to break away towards a ‘House of Brands‘ model in order to enhance their DNA of values and their innovative “rupture” component?
In both cases, the most courageous choice, that of moving away from the mother brand, was also the most strategic, because it is the one that allowed the two brands to be attractive and open to new talent (Lynfa) and collaborations between different financial players (Fabrick).
For many years we have been partners with Gi Group, an Italian multinational operating in the labour market sector. We have seen this reality grow and expand, opening up to new markets, acquiring new players and incubating new realities. With this evolution, the Gi Group consumer brand was no longer able to hold all these players together.
It was necessary to think of a brand architecture with a higher level, capable of acting as guarantor of all the players, creating order and eliminating this overlap in the common imagination between consumer brand and parent company. We thus accompanied the client in defining the positioning and strategic platform of Gi Group Holding.
This is how the endorsement “Gi Group Holding” is realised within the different company’s logos.
In conclusion, it is crucial to emphasise the importance of a Brand Architecture that is in perfect harmony with the company’s evolution and ambitions.
This strategic decision, crucial for success, is based on careful listening and a deep understanding of the user’s needs, key elements in our work as a branding agency. A well-designed Brand Architecture not only defines external identity, but it is also an internal tool for alignment and cohesion.
This approach aligns internal forces towards a common goal and clarifies the company’s vision to all stakeholders, laying the foundation for sustainable growth and the success of each product or service. In a constantly changing world, a solid and market-conscious Brand Architecture is a beacon that guides companies towards a prosperous future.
Holiday seasons like Valentine’s Day stand as pivotal moments for brands to cultivate consumer engagement and drive sales, leveraging the emotional resonance inherent on such occasions. Once a simple celebration of affection, February 14th has evolved into a grand marketing spectacle, wielding immense economic influence across diverse industries.
In fact, in 2024, Valentine’s Day expenditures in the United States are projected to soar to a staggering $26 billion (Statista, 2024). These figures underscore the burgeoning opportunity that this day represents for brands.
Therefore, it is legitimate to ask, how brands can leverage design strategies to maximize consumer engagement and drive sales during Valentine’s Day, as an opportunity to forge deeper connection with their audience.
In today’s dynamic landscape of relationships, the concept of “situationships” has emerged as a prominent phenomenon, especially among younger generations. According to a 2022 survey conducted by YPulse, 20% of Gen Z and 16% of Millennials report they have been in a situationship. And 35% of Gen z say they prefer to have an undefined relationship rather than one with a label, highlighting the evolving nature of modern love dynamics.
The campaign quickly gained traction on social media platforms, garnering over 1.2 million views on TikTok and sparking engagement from users who resonated with how confusing situationships can be. The brand’s website further extends the campaign’s reach with downloadable e-cards bearing phrases like “Do you know how much you mean to me? Because I don’t.” adding a touch of humor and authenticity to their Valentine’s Day strategy. This approach exemplifies how brands can adapt to evolving consumer behaviors and cultural trends, infusing their offerings with relevance and resonance.
Today’s romantic landscape is inseparable from dating apps. With 2.3 million daily unique visitors to these platforms in France in 2023, dating apps have become an essential aspect of modern romance. Consequently, they represent a significant business opportunity for brands aiming to expand their audience reach, enhance visibility, and engage users in meaningful ways by addressing real-life challenges.
For example, Adidas and Bumble have collaborated to introduce a Gym Buddy Interest Badge on the dating app. This badge simplifies the process of finding potential gym partners who share a passion for staying active. The collaboration is in line with the launch of Adidas’s Spring/Summer 2024 Strength collection, showcasing the boundless potential of brand partnerships.
In another partnership, Tinder and Merci Handy have unveiled a capsule beauty collection named “First Date Heroes“. Inspired by an IFOP study for Tinder, which revealed that 74% of 18-25 year olds in France feel stressed before a date, this kit aims to ease the anxiety of first encounters. Additionally, 10% of proceeds from the collection are donated to Consentis, an association advocating for a culture of consent and combating sexual violence in social settings. This collaboration leverages Valentine’s Day as an opportunity to raise awareness of relevant issues and offer solutions that resonate with contemporary dating culture.
The increasing impact of AI is transforming how brands operate, presenting a new frontier in personalization and connection for both audiences and marketers. In the United States, 81% of consumers are open to AI providing personalized communications, underscoring the validity of its integration into communication and marketing strategies, especially evident during Valentine’s Day campaigns.
As for holiday season, Valentine’s Day is an opportunity for brands across all sectors to capitalize on the festive spirit by releasing limited edition products and redesigning their packaging. These special releases, ranging from beauty to food items, serve as simple but effective ways to engage consumers and drive sales.
For instance, Babybel celebrates Valentine’s Day with a heart-shaped mini variant of its iconic cheese. However, this special edition isn’t available for purchase in stores; instead, consumers must participate in a sweepstake on Babybel’s Instagram page to win it. This approach not only generates excitement but also amplifies the visibility of the limited edition.
Barilla celebrates Valentine’s Day by introducing heart-shaped pasta, accompanied by special recipes for a romantic evening. Meanwhile, Manly Man Co.‘s Meathearts puts a savory twist on the sweet candy hearts with playful messages like “MEET ME”.
Heinz celebrated the attraction of opposites with Fauchon Paris through the introduction of the Tomacaron: a macaron with ketchup. This limited edition isn’t just a culinary collaboration; it’s a testament to the power of collaboration that unlocked new opportunities to showcase their respective strengths, broaden their audience reach, and unveil a product that captures the imagination of consumers.
Thus, with the constant evolution of trends, technology, and consumer behaviors, brands have a wide range of options to capitalize on Valentine’s Day. They can leverage the latest technological advancements and emerging trends such as “situationships” and artificial intelligence, or opt for more traditional strategies like limited editions. By integrating these approaches in innovative and thoughtful ways, brands can strengthen their position in the market and foster lasting relationships with their audience during Valentine’s Day and beyond.
Many of the startups and entrepreneurs that we are lucky to work with are engineers and product developers who are responsible for some truly remarkable innovations. They’re “idea” people who are able to turn ideas into hardware, software and theoretical Unicorns. They’re brilliant. In the early years of their business, their teams are lean and scrappy. They build and iterate and prototype and drive their friends and families crazy with ideas and decks and pitches. And by the time they show up at our door, they’re eager to bring their business to market, but they need a branding and design agency’s help to do so.
9 times out of 10, this is the point at which entrepreneurs provide us with a brief for their logo. In their minds, this visual mark provides the much needed validity that will enable them to sell their idea to a room and help investors envision their idea as the next big cash cow. Much to their chagrin, this is also the point at which I explain to our entrepreneurs that brands are like icebergs. A logo is but the tip of this iceberg, whereas the heart of the idea lies submerged under water. To make a consumer – or a room full of investors – fall in love, you need the sum of these parts: the full brand.
More often than not, startups struggle with this concept. Many feel that the challenge and cost of conducting a branding exercise is prohibitive. As a result, these clients crowdsource logos or a singular piece of packaging design or collateral which they lean on to support their business as it grows. But this mentality is flawed and is often the most expensive route a company can take; we’ve seen countless companies stumble and fall when they underestimate the role of brand and fail to invest in it.
Much like a startups’ consumer doesn’t fall in love with the lines of code that make up a piece of tech, neither do consumers fall in love with a logo alone. Instead, what wins the hearts and minds of consumers is the combination of code, visual language and story all rolled into one beautiful brand. And while these entrepreneurs are often horrified to hear that we recommend investing the two things they have so little of – time and money – into building their brand the right way, we have seen first-hand the power of “brand” in cementing a startup’s success time and time again.
Here are 3 ways in which early investment in brand can make all the difference for startups looking to stand the test of time:
Many startups are started by young engineers who are, without a doubt, brilliant individuals. But these same individuals often clam up when it comes time to talk about the emotional connection to what they were building. This lack of emotion can be a quick and fatal error. A good product is one thing, but without a story or a reason for believing in your product, your business simply cannot thrive. Emotion is the fastest way to build brand loyalty with consumers, and desire is the strongest emotional of them all. Even the best product will not succeed if no one wants it.
Startups that sit at the crossroads of “desirable brand” and “exceptional product” will forge long lasting emotional connections with their consumers. This connection means loyalty in good times (and shaky), improves the likelihood of word-of-mouth ambassadorship, and inevitably sets up a solid foundation for growth. A great example? While many of its competitors has superior technological capabilities, Apple’s lifelong commitment to brand ensures that their product is the most desirable, and thereby the most successful.
Another common hiccup for startups is their hesitation to create a brand before they have the security of a fully fledged product line. And while the logic in that is relatively sound, it’s forgetting one key reality: every good product company has pivoted and reinvented itself, for which there is an essential ingredient: a strong brand.
A brand is the medium through which a startup can express a desirable and sustainable vision to both investors and consumers. It’s that brand that tells a long term story that transcends product and allows audiences to buy into a bigger vision. And it’s this brand that should act as the North Star long after that first beta product launches. As much as it can be hard for our clients to hear, brand cannot be secondary to product – the two must go hand in hand.
If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
—— Phillip Kotler
A few smaller clients are excited to invest in their brand, but they consider that to be their logo, the look of their website, or their packaging. While these are important components of any good brand, they’re not comprehensive and usually won’t support long term growth. While entrepreneurs can be tempted to embrace short term opportunities because they are facing cash flow issues or lack of interest from investors, it’s vital that they consider their long game before doing so.
With a strong brand in place, it is significantly easier to do this. A clear brand foundation provides a clear roadmap for the business, allowing entrepreneurs to continually vet and develop successful opportunities. Moreover, branding builds more than just desire and security on the consumer side, it also affects the internal value of a company. The best consumer brands in the world are also some of the best to work for because that brand runs deep in their D.N.A. Driven by the mission and the values of the brand, the company purpose comes alive and the company is able to build a strong and covetable culture.
Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.
——- Phillip Kotler
In a world where change is the only constant, the ability to discern fleeting fads from enduring trends is more crucial than ever.
We have highlighted 15 trends that promise longevity and sustainability, transcending the ephemeral nature that characterizes the world of brands, with a focus on positive impact.
Our report, covering over 40 industries and 90 case studies, revolves around 5 pillars derived from our Critical Imprint utility map:
Reinventing raw materials and everyday consumer products is a necessity: we must consider material innovation and reorient product life cycles.
Ancient wisdom is increasingly acknowledged for modern environmental solutions.
continue to gain ground. Brands are increasingly rejecting binary gender norms and traditional aesthetics.
are increasingly adopted by brands for holistic well-being.
… while increasingly, brands integrate behavioral design into their strategies, thus promoting spaces of connection and shared experiences against digital isolation.
Brands are adapting to the rising cost of living by prioritizing cost-effective solutions, while cities worldwide adjust to environmentally friendly micromobility.
In a marketing world where innovation is key, “Fake Out of Home” (FOOH) campaigns are emerging as a fascinating trend. Combining illusion, surprise and interaction, these campaigns are revolutionizing the traditional approach to out-of-home advertising. These are advertising initiatives based on special effects and computer-generated images, which use public space to create a unique and memorable advertising experience. Unlike traditional billboards or posters, FOOHs rely on surprise and illusion to capture the public’s attention and get noticed.
Indeed, Jacquemus created a buzz with its iconic Bambino bags rolling in front of the Opéra Garnier in Paris. The campaign, produced entirely in 3D, attracted a large number of Internet users, who shared the results on social networks. It’s not the only time the brand has shown originality: to mark the start of 2024, Jacquemus has published a video of a chalet covered in snow by a brand bag. Just the thing to remind consumers that a new year rhymes with creativity!
Other brands have used public transport to carry out a FOOH campaign, such as Subway, which transformed a Parisian bus into a sandwich, to promote their new extra “cheesy” range. An original way to promote your product! Italian clothing brand Benetton was equally creative, re-purposing a branded bus with a number of poodles, similar to those featured in the advertising campaign, climbing out of it. The video generated a lot of positive feedback on the brand’s networks.
For brands, FOOH is not just a way of standing out from the crowd, it can also be a way of gaining a certain economic advantage. An activation of this scale would be complex and very costly to implement, whereas this way the brand generates significant engagement for a smaller sum.
The question of ethics also arises. As the line between reality and fiction is very fine, it’s essential that the brand mentions that these are computer-generated images to remain transparent with its consumer. What’s more, in a world where trends change rapidly, especially with the influence of social media, a FOOH campaign can quickly become obsolete or lose its initial appeal.
By breaking convention and embracing innovation, they offer a new way for brands to connect with their audiences in a memorable and engaging way. As the world of marketing continues to evolve, it will be interesting to see how this trend develops and influences other forms of advertising.
As we step into 2024, the question arises: “New year, new trends?” The answer leans towards continuity rather than a complete overhaul. While some fresh trends are set to emerge, the design environment will continue to sustain many of the existing ones.
So, as we step into 2024, what emerging trends will the world give birth to, or which existing trends will it continue to embrace?
As we navigate a rapidly changing world where environmental issues have become more fundamental than ever, sustainability touches every sector, emphasizing its importance in the face of an ever-expanding threat. In the face of this growing threat, design emerges as a key player in the battle against climate change.
Sustainability is no longer just a buzzword; it has become an integral element of both daily consumer life and corporate policies. This serves as the driving force behind the surge of alternative material development, particularly in retail and packaging.
According to Ipsos (2022), almost 60% of the French population intends to ditch excessive packaging in the fight against climate change — a compelling percentage that encourages brands to integrate more eco-design into their production methods. The growing consumer demand for environmentally conscious choices is compelling more and more brands today, and will continue to do so in the future, to commit to responsible packaging design.
Sustainable material choices coupled with responsible manufacturing processes will continue to play a key part in design for 2024.
In 2024, biodegradable, compostable, and recyclable packaging, providing alternatives to single-use items, is likely to gain a more prominent role.
The Scotch Malt Whisky Society exemplifies this trend with its handcrafted paper-pulp bottle outer. By making eco-friendly material choices and employing handmade production methods, the bottle not only achieves a luxurious aesthetic but also avoids the greenwashed approach to sustainability.
Design provides a unique opportunity to reconsider our consumption and production patterns. The retail sector is undergoing a significant transformation, adapting to the growing ecological awareness by incorporating environmentally friendly practices into all aspects of the retail process.
Sustainable retail design is now a crucial player in shaping our world’s future. It authentically addresses environmental concerns and aligns with the corporate social responsibility (CSR) initiatives of brands that adopt it.
Examples such as Nescafe’s eco-friendly store in São Paulo, built with biodegradable materials and utilizing algorithmic 3D printing, and VALRHONA’s Parisian store, exclusively crafted with eco-responsible materials, showcase how retail design can innovate spaces while minimizing ecological impact.
Sustainable retail not only touches brands but also shapes the future dining experience. Practices in the food industry are evolving beyond reducing food waste, with circular design in restaurants representing the next step in eco-friendly dining. Zero Waste Bistro, a pop-up restaurant featured in New York, constructed from recycled food packaging and composting all its leftovers, epitomizes this trend.
Brands have a powerful role to play, from shaping culture and society to actively creating opportunities for everyone, regardless of age, physical ability, gender, or ethnic origin. Today, designing for accessibility and inclusion transcends ethical considerations; it’s also a lucrative business move, particularly in the technology sector. With more than 1 billion people worldwide estimated to experience disability and over 5 billion internet users, there is a big opportunity for brands to enhance their products and services to be more accessible.
Design is a powerful tool for breaking down barriers, and an increasing number of brands are recognizing its potential. For instance, the MouthPad, developed by Augmental, allows hands-free control of digital devices using the tongue. This inclusive design innovation not only opens new possibilities for people with disabilities to interact with the world but also proves to be useful for enabling high-end multi-tasking for everyone.
Inclusive design is better design, and these technology considerations have the potential to be just as useful to both disabled and non-disabled people.
Numbers don’t lie: 86% of consumers say a brand’s authenticity impacts their purchasing decision, and a whopping 73% are willing to pay more for products when a company promises transparency. Furthermore, 94% express loyalty to brands that provide transparency.
Today, customers are increasingly drawn to brands that align with their values. Authenticity, as defined by a brand’s openness in showcasing its actions, has become a defining factor. Consequently, transparency is more critical than ever.
Packaging goes beyond mere aesthetic appearance; it’s a powerful tool that communicates a brand’s identity and values. Packaging that includes information about material sustainability, origin transparency, and supply chain traceability enables brands to have transparent communication.
Companies like Oatly, Allbirds, Tenzing, Innocent are actively responding to the demand for transparency by adopting Ecolabels. These actions are becoming the norm, especially among younger consumers. In 2024, we can anticipate seeing even more carbon labeling on shelves as brands continue to prioritize transparency.
Thanks to advanced technology and data analysis techniques like artificial intelligence, brands now access much larger and more detailed customer data. This enables the creation of hyper-personalized consumer experiences, making customers feel valued and understood.
76% of consumers prefer purchasing from brands that personalize user experiences. Brand satisfaction sees a notable 52% increase due to personalization, resulting in an average revenue boost of 10% to 15%. As the numbers clearly indicate, personalization emerges as a highly effective strategy to enhance satisfaction, foster customer loyalty, drive sales growth, gain a competitive advantage, and improve overall brand image.
All the signs point toward a future where hyper-personalization becomes omnipresent. Most of the love brands have already embraced hyper-personalization in their marketing strategies. Therefore, it is crucial for brands to think about how they can outperform competitors and stand out in a competitive market.
Spotify is a perfect example of how a brand can leverage hyper-personalization. Introduced in 2015, “Spotify Wrapped” rapidly evolved into a yearly social media phenomenon. This strategy not only enhances customer loyalty but also significantly boosts brand visibility. The #SpotifyWrapped hashtag has amassed 72.2 billion views on TikTok. Moreover, in the last quarter of 2023, Spotify introduced “Daylist”, an AI-powered playlist that updates multiple times a day to align with the moods and activities of consumers. This continuous evolution highlights Spotify’s unwavering commitment to hyper-personalization, solidifying its position as an industry leader.
As there is a significant shift towards hyper-personalization, it is essential not to overlook the fact that today, we operate within a privacy-first marketing ecosystem. Zero-party data, referring to information willingly shared by customers with a brand regarding their intentions and preferences, plays a pivotal role in this system. It fosters greater trust with customers, leading to better experiences for them. Therefore, in 2024, with hyper-personalization continuing to surge, zero-party data will be indispensable for any brand’s marketing, personalization, and experience strategy.
Generation Z represents the future of consumers, with an estimated purchasing power of $44 billion. Brands seeking to connect with this generation must understand their tendencies, expectations, and needs.
For Gen Z, gaming isn’t merely entertainment; it’s a way of connecting with friends. Recognizing the potential of video games as a powerful medium to engage with the younger generation, brands are actively leveraging it.
For example, Fortnite stands out as one of the most popular video games among them. In a bid to raise awareness among the younger audience on the International Day of Indigenous Peoples, Fortnite, SOS Amazônia, and the Federation of the Huni Kuĩ People of Acre have partnered to launch “The Originary Map,” which challenges players to protect forests and indigenous peoples.
Throughout this year, a lot of brands, from organizations to luxury houses like Balenciaga, Cartier, and Hermès, have embraced gaming as a strategy to amplify visibility, foster engagement, and establish stronger connections with Generation Z. It is certain that gaming has a significant role to play in 2024.
This year has truly been the year of artificial intelligence (AI), emerging as the central force driving innovation across diverse industries. The profound impact of AI on the creative industry cannot be overstated, as it reshapes the strategic thinking of companies and clients in their pursuit of efficiency and better results. While AI opens a new world of possibilities for the creative industry, it also prompts questions about the future landscape. As we look ahead to the trends of 2024, it is clear that the proliferation of generative AI will continue and solidify its position as a transformative force.
In a world characterized by perpetual change, the ability to distinguish fleeting fads from enduring trends is more crucial than ever. For that, we are more than pleased to announce that the third edition of “Useful Design Trends”, our annual exploration of the movements shaping the future of design across a multitude of industries and global markets, will soon be released.
For brands, Christmas transcends the simple calendar. It’s much more than a period of vacations and festive celebrations; it’s a valuable strategic opportunity. This festive period represents a key moment in the year when brands can not only capitalize on the natural increase in spending on gifts and festivities, but also forge lasting emotional connections with their consumers by creating campaigns imbued with tradition, warmth and sharing, representative of their values. Festive spirit advertising and campaigns seek to create memorable, positive brand memories.
But how do brands really integrate Christmas into their strategy? How does the integration of Christmas into brand strategy contribute to strengthening the brand experience with consumers? Is it mainly focused on creating a festive atmosphere, or on encouraging purchase? Let’s explore!
The ode to celebration can also be expressed through a modern, elegant identity. Such is the case with the packaging created in collaboration between Chivas XV Festive Series and CBA Design. It combines phosphorescent rowolis motifs with vibrant colors, symbolizing festive flames. The explosion of colors and flavors marks the excitement of the approaching festive season.
The Christmas experience can also be enjoyed in-store. Many stores decorate their shelves or storefronts for the festive season. And remember how some people love to store at Christmas time for the simple pleasure of listening to Christmas playlists over and over again (yes, Mariah, we love you!). Some retailers even take the experience a step further. Every year at Christmas time, Aldi consumers are reunited with Kevin the Carrot, the store’s emblematic mascot, through brand-new advertising. This year, the brand decided to go all out, dressing up their kiosks with their Christmas mascot. There’s no better way to immerse yourself in the Natale atmosphere as soon as you enter the store. And not just at the entrance! As you move through the aisles, you’ll find Kevin the Carrot plush toys for sale. In this way, Aldi achieves its brand awareness objective by involving the consumer throughout the entire journey, from Christmas advertising to social media engagement to in-store promotions. A successful experience!
Technology is also an asset exploited by some retailers during the Christmas season. This is the case for Orange, which is deploying an augmented reality device in its points of sale. This initiative aims to make the in-store experience lively, connected and social, with the use of a Snapcode to enable customers to discover this unique device. Videos on social networks encourage the public to visit the stores, and sponsored lenses on Snapchat offer an augmented reality experience, integrated into the point-of-sale scenography and customer experience. Orange is adopting this “phygital” concept, combining the digital and the physical, to create memorable in-store events and boost traffic at the point of sale during the Christmas period, with suggested gift ideas and prizes to be won.
This is also the case for the John Lewis department store chain, which every year airs its traditional Christmas advert. This year, the brand featured a carnivorous plant that turned out to be much more touching than you might think, offering tenderly joyful emotions to its consumers.
Numerous other strategies can be implemented for Christmas, such as the launch of special limited-edition products, like new flavors for candle brands, for example, or corporate gifts, special benefits to thank customers for their loyalty, and so on.
It’s a time when they can become an integral part of family traditions, establish strong bonds with customers and build long-term loyalty. It’s a time when brands transform their commercial image into a source of warmth, magic and emotion, making Christmas a crucial season in the marketing landscape. And let’s not forget, a successful marketing strategy is all about creating a human connection by leveraging the brand experience. During the Christmas season, brands don’t just sell a product; they offer a dream, an emotion. By enabling consumers to see, feel and dream, they’re not simply making a transaction; on the contrary, they’re establishing a lasting, meaningful relationship with them.
Inclusive design… a broad topic for a diverse society. Is it still necessary to talk about it? Some will say that the issue is already resolved, but is it really the case? Have brands really taken the issue to heart? Don’t you think that we first need to admit that we are not inclusive to become so? Let’s explore this together.
Let’s start by reminding ourselves: what is inclusive design? It is an approach to design that aims to create products, environments, services, and technologies that are accessible and usable by a wide range of people, including those with specific needs or different abilities.
The main goal of inclusive design is to break down barriers and ensure that everyone, regardless of age, physical ability, gender, or ethnic origin, has the promise of being able to participate fully in society equally.
In an increasingly diverse society, inclusive design has become a major issue; it is an ethical and responsible approach that helps to combat exclusion and promote inclusion. The statistics speak for themselves. According to a recent study by the World Health Organization (WHO), more than 1 billion people in the world live with some form of disability. This would represent a purchasing power exceeding 8 billion dollars according to the Global Economics of Disability report.
Brands that integrate inclusive design into their DNA will not only meet a growing demand but also an ethical necessity while expanding their consumer base but also contributing to creating a more equitable society.
A handful of brands have embraced this philosophy, transcending the limits of the conventional to create products and experiences that touch each of us. Take Apple, the famous technology company is recognized for its commitment to accessibility. Features like VoiceOver, which makes iOS devices usable by people who are blind, demonstrate how technology can be a force for inclusion.
There is also inclusive packaging, which are more than just packaging. They are a way to celebrate diversity and inclusion.
The famous Nestlé biscuit brand, present in Brazil for over 30 years, launches, in collaboration with CBA B+G, a limited edition with illustrations of the alphabet of the Brazilian sign language. This initiative aims to promote learning and inclusion, while bringing a little fun to children.
Having or embodied inclusive design is not so simple. Inclusive design is an approach that must be integrated from the beginning of the design process. It is not a feature that can be added or removed at will, but a philosophy that should guide the entire creative process. Indeed, it is not necessary to include this notion once the work is launched; it is recommended to integrate reflection on inclusion from the early stages of design.
One of the major points to start with will be to understand your targets: who are they? Their habits? Their needs? To consider perspectives and experiences other than our own, we can rely on studies or address people directly. The objective is to take advantage of human diversity, by integrating different points of view and learning from each other.
To do this, it is important to understand how people adapt to the world around them, taking the time to put themselves in their shoes. Empathy is an essential skill for designing inclusive products and services.
This gives us the urge to jump on a project led by the LEGO brand. In the UK, the group collaborates with Diversity Roles Models, an organization that educates children about empathy and inclusion. The brand also works with Workplace Pride to measure and adjust LGBTGQ+ representation and inclusion within the group.
This commitment was naturally translated into June 2023, with the marketing of “everyone is awesome” which pays tribute to diversity. The pack consists of a rainbow background and 11 monochrome figurines. Each figurine has its own color and matching wig. The colors are not chosen at random: they take up those of the LGBTQ+ flag, those of the transgender community as well as the diversity of skin colors with black and brown. This set is a beautiful representation of love and open-mindedness. It encourages children to accept and celebrate differences. 🌈
At CBA, we don’t see inclusive design as a trend, but as a responsibility. Each member of our team is trained to understand the diverse needs of our clients and to integrate them into our creations. Our creative process is based on inclusion, ensuring that our campaigns, websites, and communication materials are accessible to everyone.
Our latest project, the brand strategy for an innovative company driven by agro-ecology, Raízes do Campo is a concrete illustration of our commitment. We created the brand voice, with the tone of voice, manifesto, and storytelling of the brand. It was a real challenge to define the declaration of intent for the different links in the chain, with an inclusive message, to cover the diversity of stakeholders (producers, cooperatives, retailers, end consumers, as well as employees and investors).
Many brands aspire to create inclusive projects, communicate with a wide range of people and reach different audiences. However, this aspiration can sometimes prove to be a major challenge. As mentioned earlier, there are steps to follow before designing a truly inclusive project. It is important to note that simply stating “I want to be inclusive” is not enough.
Take the example of the oui.sncf app, which transformed into sncf-connect overnight! A brutal launch, accessibility was not thought out in the smallest corners, and the result? “Disappointing”, “Difficult to read”, “Not great”, “Frustrating”, “Not at all up to par”, “The least successful update of the century”, “A disaster”, … Dissatisfied users and add to that a lack of readability, you will get a flood on social networks and a failed launch. However, despite some setbacks, the brand has been able to question itself and improve its application over the months so that it can be accessible to the greatest number.
Subscribe and receive CBA’s latest news directly in your inbox!
