/ The rise of group workouts

Immersion is the new key word.

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!  

/ The rise of group workout

Immersion is the new keyword.

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!  

FitnessTrends 1

Credits: One Yoga NY and Power+Flow studio

Even crazier concepts are now on the market. How about classes under 95 degrees Fahrenheit with 40% humidity? One Yoga NY, a gym located in the heart of lower Manhattan’s, offers group workouts focusing on controlled breathing and a balanced muscle workout regimen, enhancing both strength and flexibility. 

Power+Flow studio provide a unique workout experience by offering an indoor cycling experience with upbeat music and a vibrant and energetic atmosphere, motivating its client to push beyond their limits.

The uniqueness of the concept attracts people who are seeking a different way to experience fitness.

Even crazier concepts are now on the market. How about classes under 95 degrees Fahrenheit with 40% humidity? One Yoga NY, a gym located in the heart of lower Manhattan’s, offers group workouts focusing on controlled breathing and a balanced muscle workout regimen, enhancing both strength and flexibility. 

Credits: One Yoga NY and Power+Flow studio

Power+Flow studio provide a unique workout experience by offering an indoor cycling experience with upbeat music and a vibrant and energetic atmosphere, motivating its client to push beyond their limits.

The uniqueness of the concept attracts people who are seeking a different way to experience fitness.

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 

Opportunity for your brand?

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.  

OPPORTUNITY FOR YOUR BRAND?

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.  

/ Martial arts don’t back down!

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».  

FitnessTrends Rumble 2

Credit: Rumble Boxing

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».  

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.  

Opportunity for your brand?

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 .  

OPPORTUNITY FOR YOUR BRAND?

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.  

/ ARTIFICIAL INTELLIGENCE SERVING FITNESS

AI. Yes, here it comes again!

Numerous fitness applications based on AI have appeared on the market. AI opens up an unlimited field of possibilities, for both individuals and professionals.  

Yes, here it comes again!

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 …  

Trends Fitness Gymfitty

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 …  

Trends Fitness Gymfitty

Credits: Gymfitty.com

OPPORTUNITY FOR YOUR BRAND?

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. 

OPPORTUNITY FOR YOUR BRAND?

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. 

Do you have a challenge, a project, something else, for which you need support?

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.

/ THE RISE OF FOODTECH

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.

Rebellyous Foods nugget

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.

Credits: eat meati ig.

Take the exemple of Eat Meati, a brand specializing in providing mushroom-based alternatives to meat. Their aim is to shift perception about vegan dishes, and to achieve this, they have developed fun and colorful packaging that is both attractive et positive.   

Take the exemple of Eat Meati, a brand specializing in providing mushroom-based alternatives to meat. Their aim is to shift perception about vegan dishes, and to achieve this, they have developed fun and colorful packaging that is both attractive et positive.   

Credits: eat meati ig.

/ FOODTECH MEETS ALL OUR NEEDS

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. 

Flashfood is a US app that enables users to purchase unsold food at reduced prices. By partnering with grocery chains, the company facilitates the sale of surplus food via its app, providing users with substantial savings while addressing food waste at the store level. 

Credit : Flashfood 

Moreover, Foodtech doesn’t just meet our food needs; it also tackles broader issues like food waste. 

Flashfood is a US app that enables users to purchase unsold food at reduced prices. By partnering with grocery chains, the company facilitates the sale of surplus food via its app, providing users with substantial savings while addressing food waste at the store level. 

Food Tech FlashFood

Credit : Flashfood 

/ AND TOMORROW?
Midjourney foodtech

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.

/ AND TOMORROW?
Midjourney foodtech

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.

Are you a foodtech brand in search of innovation and differentiation in the market?

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.

/ THE RISE OF FOODTECH

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.

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.

Rebellyous Foods nugget

Credit : Rebellyous Foods

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 exemple of Eat Meati, a brand specializing in providing mushroom-based alternatives to meat. Their aim is to shift perception about vegan dishes, and to achieve this, they have developed fun and colorful packaging that is both attractive et positive.   

Food Tech EatMeati 2
Food Tech EatMeati

Credits: meatifood ig

/ FOODTECH MEETS ALL OUR NEEDS

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. 

Flashfood is a US app that enables users to purchase unsold food at reduced prices. By partnering with grocery chains, the company facilitates the sale of surplus food via its app, providing users with substantial savings while addressing food waste at the store level. 

Credit : Flashfood 

/ AND TOMORROW?

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.

Are you a foodtech brand in search of innovation and differentiation in the market?

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.

/ Modern love

Situationships.

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.

Several brands have innovatively tailored their offerings to resonate with this contemporary relationship dynamic.
US confectionery brand Sweethearts Candies is one of them capitalizing on this.  Sweethearts Candies’ limited-edition “Situationships” box features heart-shaped candies with blurred messages, targeting individuals navigating the grey areas of relationships. Unlike traditional Valentine’s Day campaigns that focus on happy couples, Sweethearts Candies targets a different ‘unseen’ demographic: people in situationships.

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.

Dating apps.

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.

1707993106922

Source: Adidas

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.

Tinder

Source: Merci Handy

/ AI powered love

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.

1707992831226

Source: Faire Savoir Faire

Regardless of the sector, brands are tapping into this sentiment, leveraging AI to support personal expression and deepen emotional connections with their audience.
 
For example, this year, Caprice des Dieux chose to assist its audience in organizing the perfect Valentine’s Day celebration. Through its website “Quiveutdufromage.com,” the brand used artificial intelligence to provide fully personalized evening ideas tailored to the desires of each couple.
On the other hand, the US-based song generation platform Suno AI offered users a unique opportunity to create personalized tracks for their loved ones. Through the users’ answers to three questions: “Who is your Valentine?”, “Where did you meet?”, and “What makes [the person’s name] special?”, the platform generated three songs with personalized lyrics and enough scope to produce plenty of tracks.
f6dfd0c1 3883 4e6a a270 5abb013093fb

Source: Little Black Book

/ Limited Edition Love

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.

1707991787990

Source: The grocer

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”.

1707992345456

Source: Barilla, Manly Man Co

1707991268748

Source: Fauchon

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.

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.

/ Modern love

Situationships.

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.

Several brands have innovatively tailored their offerings to resonate with this contemporary relationship dynamic.
US confectionery brand Sweethearts Candies is one of them capitalizing on this.  Sweethearts Candies’ limited-edition “Situationships” box features heart-shaped candies with blurred messages, targeting individuals navigating the grey areas of relationships. Unlike traditional Valentine’s Day campaigns that focus on happy couples, Sweethearts Candies targets a different ‘unseen’ demographic: people in situationships.

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.

Dating apps.

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.

1707993106922

Source: Adidas

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.

Tinder

Source: Merci Handy

/ AI powered love

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.

Regardless of the sector, brands are tapping into this sentiment, leveraging AI to support personal expression and deepen emotional connections with their audience.
 
For example, this year, Caprice des Dieux chose to assist its audience in organizing the perfect Valentine’s Day celebration. Through its website “Quiveutdufromage.com,” the brand used artificial intelligence to provide fully personalized evening ideas tailored to the desires of each couple.
1707992831226

Source: Faire Savoir Faire

On the other hand, the US-based song generation platform Suno AI offered users a unique opportunity to create personalized tracks for their loved ones. Through the users’ answers to three questions: “Who is your Valentine?”, “Where did you meet?”, and “What makes [the person’s name] special?”, the platform generated three songs with personalized lyrics and enough scope to produce plenty of tracks.
f6dfd0c1 3883 4e6a a270 5abb013093fb

Source: Little Black Book

/ Limited Edition Love

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.

1707991787990

Source: The grocer

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”.

1707992345456

Source: Barilla, Manly Man Co

1707991268748

Source: Fauchon

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.

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.

/ Modern love

Situationships.

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.

Several brands have innovatively tailored their offerings to resonate with this contemporary relationship dynamic.
US confectionery brand Sweethearts Candies is one of them capitalizing on this.  Sweethearts Candies’ limited-edition “Situationships” box features heart-shaped candies with blurred messages, targeting individuals navigating the grey areas of relationships. Unlike traditional Valentine’s Day campaigns that focus on happy couples, Sweethearts Candies targets a different ‘unseen’ demographic: people in situationships.

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.

Dating apps.

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.

1707993106922

Source: Adidas

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.

Tinder

Source: Merci Handy

/ AI powered love

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.

Regardless of the sector, brands are tapping into this sentiment, leveraging AI to support personal expression and deepen emotional connections with their audience.
 
For example, this year, Caprice des Dieux chose to assist its audience in organizing the perfect Valentine’s Day celebration. Through its website “Quiveutdufromage.com,” the brand used artificial intelligence to provide fully personalized evening ideas tailored to the desires of each couple.
1707992831226

Source: Faire Savoir Faire

On the other hand, the US-based song generation platform Suno AI offered users a unique opportunity to create personalized tracks for their loved ones. Through the users’ answers to three questions: “Who is your Valentine?”, “Where did you meet?”, and “What makes [the person’s name] special?”, the platform generated three songs with personalized lyrics and enough scope to produce plenty of tracks.
f6dfd0c1 3883 4e6a a270 5abb013093fb

Source: Little Black Book

/ Limited Edition Love

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.

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Source: The grocer

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”.

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Source: Barilla, Manly Man Co

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.

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Source: Fauchon

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.

New year,

new Design Trends Report!

15 trends
5 pillars.

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:

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There is no planet B.

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.

Inclusivity and diversity

continue to gain ground. Brands are increasingly rejecting binary gender norms and traditional aesthetics.

Sexual positivity, a multi-age mindset,
and the use of psychotropic substances

are increasingly adopted by brands for holistic well-being.

The rise of artificial intelligence is redefining creativity and strategic thinking

… while increasingly, brands integrate behavioral design into their strategies, thus promoting spaces of connection and shared experiences against digital isolation.

Web3 is redefining brand engagement through transparency, ethics, and decentralized control.

Brands are adapting to the rising cost of living by prioritizing cost-effective solutions, while cities worldwide adjust to environmentally friendly micromobility.

Interested in learning more about opportunities for your brand?

Let's talk!

In case you missed it...

New year, new trends?

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? 

/ ENVIRONMENT

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.  

Sustainable 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.

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Source: Creative Boom

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. 

Sustainable retail design

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.  

Source: Yanko Design

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. 

zero waste bistro finnish design new york city usa dezeen 2364 hero 852x479 1

Source: Dezeen

/ EMPOWERMENT

Inclusive design

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.

/ SOCIETY

Authenticity

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. 

Green Queen Media Collage

Source: Green Queen

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. 

Hyper-personalization

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 visibilityThe #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. 

SPOTIFY

Source: Spotify

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. 

/ ACCESS

Video Games

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. 

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Source: Journal du luxe

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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

Stay tuned!

And you, what are your expectations for this new year? 

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. 

Its 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. 

Its 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. 

Let's start with (not the least) sustainability.

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.

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, its 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, its and will be part of our daily lives and values! 

To conclude, its 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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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.

Inclusive design, what's that all about ?

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.

/ breaking down barriers

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.

Source: Apple

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.

More than just packaging.

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.

/ An emerging trend

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.

Everyone is awesome.

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.

Source: Lego

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. 🌈

Inclusivity: our responsibility.

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.

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The latest project from our studio CBA B+G, 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).

Inclusivity, yes.
But it must be carefully considered.

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.

Inclusive design is not just a concept, but a tangible reality that is shaping the future of communication.

You too, get support to make a difference.

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Knock knock? Who’s there? The sweetest and spookiest of all the holidays: Halloween. If you think that Halloween is all about kids, costumes, and candy… you’re wrong. It’s a serious business opportunity for brands to boost their sales and connect with consumers. So, hop on your broomsticks, and let’s delve into how brands leverage this spooky holiday to their advantage.

/ Numbers speak for themselves

According to The National Retail Federation’s annual Halloween consumer survey conducted by Prosper Insights & Analytics, Halloween spending in 2023 was expected to reach a staggering $12.2 billion in the United States. In fact, Halloween is the second-largest retail holiday in the US, after Christmas. And this enchantment isn’t limited to the U.S. alone; the United Kingdom now regards it as the third most significant event on its retail holiday calendar. The allure of Halloween is spreading globally, making it a golden opportunity for brands to intensify their marketing efforts and capture attention.

Over the past decade, Halloween has undergone a remarkable transformation. It’s no longer just about sweets and treats; industries like cosmetics and apparel have experienced a significant surge in demand. This evolution highlights the vast potential for brands, regardless of their industry, to seize the Halloween season and utilize it to their advantage, even if their products don’t traditionally align with the “Halloween norm”.

midjourney.cba halloween candies realistic drawing orange color ec0c805b 8cf2 4ebc b2b3 4317608feb31

Over the past decade, Halloween has undergone a remarkable transformation. It’s no longer just about sweets and treats; industries like cosmetics and apparel have experienced a significant surge in demand. This evolution highlights the vast potential for brands, regardless of their industry, to seize the Halloween season and utilize it to their advantage, even if their products don’t traditionally align with the “Halloween norm”.

midjourney.cba halloween candies realistic drawing orange color ec0c805b 8cf2 4ebc b2b3 4317608feb31
midjourney.cba halloween candies realistic drawing orange color ec0c805b 8cf2 4ebc b2b3 4317608feb31

Credit: NYX Cosmetics

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nxy site web 2

Credit: NYX Cosmetics

heinz tomato blood ketchup halloween 3

Credit: Heinz

In recent years, Heinz got into the Halloween spirit with a playful twist. They transformed their ketchup into “Tomato Blood” complete with a spooky label, aiming to be a part of the full Halloween experience. To top it off, Heinz set up a pop-up store in LA where people could create costumes using this fake blood and offered a Halloween Heinz Blood costume kit. It’s a good example of a brand immersing itself in Halloween and creating a product connection that goes beyond the ordinary.

heinz tomato blood ketchup halloween 3

Credit: Heinz

In recent years, Heinz got into the Halloween spirit with a playful twist. They transformed their ketchup into “Tomato Blood” complete with a spooky label, aiming to be a part of the full Halloween experience. To top it off, Heinz set up a pop-up store in LA where people could create costumes using this fake blood and offered a Halloween Heinz Blood costume kit. It’s a good example of a brand immersing itself in Halloween and creating a product connection that goes beyond the ordinary.

heinz tomato blood ketchup halloween 3

Credit: Heinz

/ Unleashing Creativity

Brands are in fierce competition to claim their share of consumer spending, and two critical aspects they need to master are outshining their competitors and grabbing the consumer’s attention.

Holidays offer a prime opportunity for brands to stand out, and Halloween is no different. It serves as the ideal occasion for companies to inject creativity into their marketing campaigns, whether their goal is to spook, thrill, or amuse their target audience. Regardless of their typical offerings, Halloween empowers brands to unleash their creativity.

For instance, in 2017, Burger King playfully taunted their fast-food rival, McDonald’s, with the tagline “Come as a clown, eat as a king“. They offered their signature burger to the first 500 people dressed as creepy clowns, cleverly alluding to McDonald’s mascot. This ingenious move generated a remarkable 2.1 billion earned impressions, illustrating the potent impact of creative Halloween marketing.

because of marketing

Credit: Because of marketing

For instance, in 2017, Burger King playfully taunted their fast-food rival, McDonald’s, with the tagline “Come as a clown, eat as a king“. They offered their signature burger to the first 500 people dressed as creepy clowns, cleverly alluding to McDonald’s mascot. This ingenious move generated a remarkable 2.1 billion earned impressions, illustrating the potent impact of creative Halloween marketing.

because of marketing

Credit: Because of marketing

because of marketing

Credit: Because of marketing

/ The Art of Packaging
Changing product packaging can be an effective and enjoyable method to seize attention during Halloween. Numerous brands opt for Halloween-themed packaging to encapsulate the spirit of the season and enhance their bottom line.
For example, in 2018, Fanta cans and bottles underwent a spooky transformation, featuring graphics of vampires, witches, and other devilish designs to celebrate the occasion. Each can included a unique QR code that unlocked a variety of eerie Snapchat filters, encouraging customers to share their spine-chilling creations and, in turn, increasing the brand’s visibility. This move boosted Fanta sales by an impressive 23% at convenience stores during the this period, highlighting how innovative packaging can translate into real success.
hello print

Credit: Hello Print

Credit: Hello Print

For example, in 2018, Fanta cans and bottles underwent a spooky transformation, featuring graphics of vampires, witches, and other devilish designs to celebrate the occasion. Each can included a unique QR code that unlocked a variety of eerie Snapchat filters, encouraging customers to share their spine-chilling creations and, in turn, increasing the brand’s visibility. This move boosted Fanta sales by an impressive 23% at convenience stores during the this period, highlighting how innovative packaging can translate into real success.
hello print

Credit: Hello Print

Credit: Hello Print

For example, in 2018, Fanta cans and bottles underwent a spooky transformation, featuring graphics of vampires, witches, and other devilish designs to celebrate the occasion. Each can included a unique QR code that unlocked a variety of eerie Snapchat filters, encouraging customers to share their spine-chilling creations and, in turn, increasing the brand’s visibility. This move boosted Fanta sales by an impressive 23% at convenience stores during the this period, highlighting how innovative packaging can translate into real success.

Some even introduce limited-edition Halloween products and recipes to entice consumers to partake in the spirit. Famous for their tagline “Taste the Rainbow,” Skittles embraced the Halloween spirit in 2019 with Zombie Skittles. This product offered five Halloween-themed flavors like Boogeyman Blackberry and Mummified Melon. However, the intriguing twist was that in each pack, one Skittle was the ‘rotten’ Zombie flavor, which pleasantly surprised consumers with a terrifyingly awful taste upon biting into it.

delish

Credit: Delish

Credit: Delish

Credit: Delish

Some even introduce limited-edition Halloween products and recipes to entice consumers to partake in the spirit. Famous for their tagline “Taste the Rainbow,” Skittles embraced the Halloween spirit in 2019 with Zombie Skittles. This product offered five Halloween-themed flavors like Boogeyman Blackberry and Mummified Melon. However, the intriguing twist was that in each pack, one Skittle was the ‘rotten’ Zombie flavor, which pleasantly surprised consumers with a terrifyingly awful taste upon biting into it.

delish

Credit: Delish

Halloween also serves as the perfect occasion for product relaunches, reviving existing products without the necessity of menu alterations or new introductions. This approach has been embraced by various food companies over the years, with even fast-food giant McDonald’s introducing a fresh perspective on their existing items through spooktacular print ads.

MACDO

Credit: Because of marketing

Halloween also serves as the perfect occasion for product relaunches, reviving existing products without the necessity of menu alterations or new introductions. This approach has been embraced by various food companies over the years, with even fast-food giant McDonald’s introducing a fresh perspective on their existing items through spooktacular print ads.

MACDO

Credit: Because of marketing

MACDO

Credit: Because of marketing

/ Weaving Spooky Tales

By narrating a story, a brand can breathe life into its products or services, placing them in a memorable context and rendering them more engaging. Regardless of your product or service, storytelling remains the linchpin for consumer attention, and Halloween offers the perfect stage for spine-tingling narratives.

A great example of this is Burger King, who teamed up with Alfonso Gomez-Rejon, one of the directors of “American Horror Story,” to create a short horror film, along with Halloween-themed packaging, to promote their seasonal treats: the Ghost Pepper Whopper and Ghost Pepper Chicken Fries. By seamlessly weaving these products into a horror story, Burger King didn’t just sell a product; they offered an experience, evoked emotions, and established a connection.

A great example of this is Burger King, who teamed up with Alfonso Gomez-Rejon, one of the directors of “American Horror Story,” to create a short horror film, along with Halloween-themed packaging, to promote their seasonal treats: the Ghost Pepper Whopper and Ghost Pepper Chicken Fries. By seamlessly weaving these products into a horror story, Burger King didn’t just sell a product; they offered an experience, evoked emotions, and established a connection.

Halloween is the season when ghosts come out to play, and with them come boundless opportunities for businesses to thrive throughout October. From innovative packaging design to captivating storytelling, Halloween provides a distinctive platform for establishing memorable connections with consumers and enhancing sales. In essence, Halloween is more about the “trick” in business than the “treat,” where creative marketing strategies abound.

And you, what do you think about Halloween?

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Nowadays, design has emerged as a pivotal force, shaping not only how we perceive brands but also how businesses operate and influence our behavior. We strongly believe in the transformative power of design.

It is more than just a pretty logo or a beautiful interface. It is a powerful tool that can help brands differentiate themselves, have a positive impact on the world, and create value. We are committed to this belief at CBA! Together, let’s explore how design, in all its facets, acts as a catalyst for change in brands and beyond. Eager to deep into it with us? Scroll down!

Nowadays, design has emerged as a pivotal force, shaping not only how we perceive brands but also how businesses operate and influence our behavior. We strongly believe in the transformative power of design.

It is more than just a pretty logo or a beautiful interface. It is a powerful tool that can help brands differentiate themselves, have a positive impact on the world, and create value. We are committed to this belief at CBA! Together, let’s explore how design, in all its facets, acts as a catalyst for change in brands and beyond. Eager to deep into it with us? Scroll down!

/ DESIGN FOR IDENTITY AND BRAND VALUE

Design is more than just aesthetic appeal. It is about creating an identity, an ecosystem, and an experience that resonates with audiences. Designers, by using their talent strategically, can give brands extra value. How? By defining and creating unique expressions and experiences, positioning brands to become changemakers.

Design is a powerful business tool that can increase a company’s performance and values. The numbers speak for themselves: design can generate a 87% increase in sales. And that’s not all: 94% of a brand’s first impressions are related to its design.

Elements such as logos, typography, and color schemes play a vital role in defining a brand’s image. For instance, Apple Inc.’s sleek, bitten apple instantly evokes innovation and sophistication, showcasing the transformative power of design in brand identity.

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Design is a powerful business tool that can increase a company’s performance and values. The numbers speak for themselves: design can generate a 87% increase in sales. And that’s not all: 94% of a brand’s first impressions are related to its design.

Elements such as logos, typography, and color schemes play a vital role in defining a brand’s image. For instance, Apple Inc.’s sleek, bitten apple instantly evokes innovation and sophistication, showcasing the transformative power of design in brand identity.

/ DESIGN FOR USER EXPERIENCE

User experience (UX) is a field in which design directly influences the way we interact with brands. It encompasses a wide range of factors, such as product and service design, space planning, and content creation.

UX can have a significant impact on brands and consumers. Let’s take a closer look: the experiences that consumers have with a brand have a significant impact on their perception of that brand. A positive experience can create a sense of trust, loyalty, and attachment. A negative experience can lead to feelings of frustration, dissatisfaction, and loss of trust.

A positive experience can make a brand more desirable and more likely to be chosen by consumers. Consider the transformation brought about by ride-hailing apps, which have made transportation more convenient, efficient, and enjoyable for millions of people by taking a holistic approach that considers the needs and expectations of all users.

By creating experiences that are both useful and inclusive, brands can gain a competitive advantage, improve customer satisfaction, and create a more inclusive world.

/ DESIGN FOR A BETTER FUTURE

Design can be a force for good. Sustainable design is an embodiment of this principle, ensuring that the creation process does not harm our planet. Brands embracing sustainability not only attract environmentally conscious consumers, but also contribute to a greener and more sustainable future.

For instance, Patagonia, a renowned outdoor clothing company, has made sustainability a core element of its design ethos. This is evident in its eco-friendly website, which is hosted on servers powered by renewable energy and uses sustainable design techniques.

/ DESIGN FOR A BETTER FUTURE

Design can be a force for good. Sustainable design is an embodiment of this principle, ensuring that the creation process does not harm our planet. Brands embracing sustainability not only attract environmentally conscious consumers, but also contribute to a greener and more sustainable future.

For instance, Patagonia, a renowned outdoor clothing company, has made sustainability a core element of its design ethos. This is evident in its eco-friendly website, which is hosted on servers powered by renewable energy and uses sustainable design techniques.

In addition, design can play an important educational role in changing behaviors and moving towards greater virtue. Indeed, design can be used to inform and raise awareness, to encourage people to become better in their daily lives through awareness campaigns. Whether it’s through the layout of a store, the packaging of a product, or the design of an advertisement, all of these aspects influence our choices. For example, Apple packaging not only protects the product, but also creates an unboxing experience that elevates the perceived value of the device. We can also mention the “unboxing” experience of the Make My Lemonade brand: once the package is unpacked, the packaging transforms into a stylish home storage box.

Beyond products and services, design extends its influence to lift communities. Social design is about creating solutions to solve social problems, promote inclusion, and positive change. Design can change mindsets by awakening consciences with strong visuals and messages that can appeal to citizens and encourage them to act.

This is where the concept of useful design takes on its full meaning. Let’s take a closer look below!
 
/ DESIGN FOR MEANING AND PERFORMANCE

Design is inextricably linked to creating meaning for brands. The story a brand tells through its design elements resonates in the minds of consumers. When design is aligned with a brand’s core values and purpose, it improves its performance.

At CBA, we believe that the brands that will succeed tomorrow will be the ones that put people first, that have a reason to be, and that embody a cause, while leaving an indelible mark beyond their products. This is what we stand for at CBA, and we are convinced of it! Design is a key element of this positive transformation.
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At CBA, we believe that the brands that will succeed tomorrow will be the ones that put people first, that have a reason to be, and that embody a cause, while leaving an indelible mark beyond their products. This is what we stand for at CBA, and we are convinced of it! Design is a key element of this positive transformation.

Nike is a perfect example of what we want to achieve; a brand that has mastered the synergy between design and meaning. The brand is known for its iconic logo, its use of bright colors, and its message of empowerment. These design elements are aligned with Nike’s core values of athleticism, performance, and inspiration. Nike’s use of design to communicate its values and mission has contributed to its success. The brand is one of the most recognizable and profitable in the world.

 

Design is a powerful force that has the potential to transform brands, business models, and consumer behavior. At CBA, we believe that design is not limited to the visual; it is about creating experiences that resonate with the public, align with values, and drive positive change. Design is a powerful tool that can be used to make a difference in the world. By using design thoughtfully, we can contribute to creating a more just, sustainable, and inclusive world.

Do you want to make a difference? Join us now, and together, let's make a difference!

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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?” 

/ INSPIRATION: A CREATIVE KICK ​

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.

/ Data-Driven Insights

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. 

/AUTOMATED DESIGN PROCESSES ​

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.  

/ INCLUSIVITY: A WORK IN PROGRESS ​
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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

At CBA, we asked AI if it can replace designers in the near future. Its response is clear:  

ING IA

"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."

"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."

ING IA
ING IA

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.

Let's harness AI to enhance each other's strengths and ignite creativity!

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