France
Paris
Menu
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 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.
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.
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 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 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.
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.
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.
Artificial intelligence (AI) has firmly established its presence in our lives, permeating every corner from self-driving cars to voice-activated assistants like Siri. Beyond our daily routines, AI’s influence extends into various industries, including design. Recent advances in AI have transformed the way we conceive and create products, services, and spaces. While AI offers innovation and streamlines design processes, it is essential to remember that it is, after all, a tool – an assistant rather than a creator. This leads us to the intriguing question: “To what extent is artificial intelligence a complementary tool for design?”
In the world of design, inspiration is the spark that ignites the creative process. AI, with its generative tools like Adobe Firefly, has become a beacon of hope for those who have wrestled with the dreaded blank pages. These AI-powered tools provide creative individuals with a starting point, generating text-based image suggestions that serve as a foundation for their projects. They act as valuable complements to human creativity, breaking down barriers and facilitating the realization of ideas. Whether you’re a product designer, architect, or working in any other creative field, AI can enhance the ideation process and foster creativity.
is that it can help you get out of the blank-sheet syndrome. Do you have an idea? You don't need any knowledge, even graphic knowledge, the model will be able to bring it to life visually.
AI empowers designers to extract valuable insights from user data, guiding their design decisions. By analyzing extensive design databases, identifying prevailing trends, user behavior patterns and preferences, AI can offer informed recommendations on design elements, layouts, and visual styles.
AI’s influence on design extends to automating various tasks that previously consumed valuable hours. From generating layout options to selecting color schemes and suggesting typography, AI-powered design tools expedite the design process and enhance productivity. By automating repetitive tasks, AI liberates designers to focus on more creative and strategic aspects of their work.
While AI offers remarkable potential, there’s one area where it still faces challenges: inclusivity. AI systems often rely on data that may not accurately represent the world’s diverse population. This can lead to systems biased against certain groups of people, such as people with disabilities, minorities and marginalized populations.
For example, Amazon experimented with the use of AI to automate its recruitment processes. The aim of the program was to examine candidates’ resumes and assign ratings ranging from one to five stars, in order to simplify profile selection. However, the computer model used by the company was based on resumes received over the last ten years. This approach had an unintended effect, given that the data used primarily came mainly from male applicants. The AI was therefore trained to prefer male profiles, putting female candidates at a disadvantage. This case is just one of the examples that illustrates a major problem when using AI: the bias of the training data, which can lead to biased results.
However, addressing bias and ensuring inclusivity remains a crucial challenge for AI, but it is not the only one. With many questions / limitations like inclusivity, copyright and credibility and reliability of information sources, AI may not be perfect today, but potential of this evolving technology feature is promising. As we witness its evolution, one thing is certain: the future of AI in design is brimming with exciting possibilities.
At CBA, we asked AI if it can replace designers in the near future. Its response is clear:
"AI should be seen as a complementary tool for designers. Designers contribute their human expertise, creativity, and understanding of user needs. AI can assist through analysis, suggestions, and automation, but it cannot replicate these essential human qualities."
"AI should be seen as a complementary tool for designers. Designers contribute their human expertise, creativity, and understanding of user needs. AI can assist through analysis, suggestions, and automation, but it cannot replicate these essential human qualities."
The design process is a multifaceted tapestry, demanding the richness of human creativity, aesthetics, and emotional depth. Therefore, AI stands as a facilitator of creativity, with true creators being the humans who guide it. At CBA, we cherish the symbiotic relationship where AI and designers work hand in hand, augmenting each other’s strengths. As AI becomes an integral part of the design landscape, our unwavering belief remains that the human touch will always be the most essential element.
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
CSR: no introduction needed… The important thing to remember is that CSR has become a fundamental element of our society, of our decade. What are the similarities between Corporate Social Responsibility and design? What can design bring to businesses in search of progress? CSR and design have a lot in common. They are both human centric and aim to create products, services, or spaces that are both useful and sustainable. They are also both based on the idea of continuous improvement and innovation.
CSR: no introduction needed… The important thing to remember is that CSR has become a fundamental element of our society, of our decade. What are the similarities between Corporate Social Responsibility and design? What can design bring to businesses in search of progress? CSR and design have a lot in common. They are both human centric and aim to create products, services, or spaces that are both useful and sustainable. They are also both based on the idea of continuous improvement and innovation.
The big question we’re going to ask ourselves is how CSR and design can join forces to create a positive impact on society, consumers and businesses themselves? Because one thing is certain: nowadays, not having a CSR approach is a danger for brands!
CSR encourages companies to take societal dimensions into account, pushing designers to design products and services that contribute to the well-being of consumers while minimizing their impact on the environment. Ultimately, CSR is a guide for us -designers- to create solutions that genuinely meet citizens’ needs.
Today, society and its citizens have asked brands to assert themselves and get involved. Society has the power to act!
————– Julia BEYNET, Branding Director at CBA.
There are several types of design and ways to approach CSR. Let’s start with what touches us most: inclusivity for a more diverse society.
Design emphasizes inclusivity, recognizing the diversity of individuals. Brands are now required to consider the needs of people with disabilities, minorities, and marginalized populations. Such an approach allows to create products and services that are accessible to all, thus promoting a more equitable and harmonious society. To achieve such a result, it’s essential for all companies to involve all their stakeholders in the CSR process. Employees, and stakeholders more broadly, have expectations and needs that companies must listen to and consider. It is thanks to this active listening of stakeholders that brands will develop and imagine relevant and sustainable solutions.
For instance, let’s take Cora, the brand has reviewed its entire internal strategy. To carry out this project, the company has built, hand in hand, the fundamentals of its brand with more than 20,000 employees. A guarantee of well-being in the workplace, listening and collective approach.
For instance, let’s take Cora, the brand has reviewed its entire internal strategy. To carry out this project, the company has built, hand in hand, the fundamentals of its brand with more than 20,000 employees. A guarantee of well-being in the workplace, listening and collective approach.
More and more companies are adopting a circular economy approach, aiming to reduce waste and optimize resource’s use. Design plays an essential role in eco-design, creating sustainable, repairable, and recyclable products while contributing to protect the environment and encourage responsible consumption. This can also lead us to talk about ethics, which questions the social and emotional impact of the products and services designed, which encourages businesses to adopt practices that respect human rights, diversity, inclusion, and equity.
To illustrate this point, let’s talk about Né d’une seule Ferme (new J’achète fermier), the brand has been able to tackle he needle by offering a fair, responsible product that meets the growing and constant demand of consumers to consume locally. In addition, the brand has also listened to the expectations and needs of farmers/producers by allowing them to regain control over their income!
To illustrate this point, let’s talk about Né d’une seule Ferme (new J’achète fermier), the brand has been able to tackle he needle by offering a fair, responsible product that meets the growing and constant demand of consumers to consume locally. In addition, the brand has also listened to the expectations and needs of farmers/producers by allowing them to regain control over their income!
By combining CSR, design, innovation, and progress, brands can adopt a holistic approach that puts humans and the planet at the center of their concerns. This combination offers opportunities to create innovative and sustainable solutions, meeting the needs of citizens while contributing to a better world. By placing CSR at the heart of their strategies, brands can become actors of change, shaping a more responsible and environmentally friendly future.
Designers are here to support this evolution. So yes, we’re not perfect and that’s not the point! No! The goal in a CSR approach is to progress, and to progress together!
“Men who wear makeup are challenging traditional notions of masculinity.” Times are changing, and so are the rules of the game! Let’s put an end to stereotypes and embrace a culture of respect without judgment, allowing everyone to express themselves freely and unapologetically.
In recent years, the market for men’s cosmetics has been booming. According to a Reportlinker study, it was already valued at 38.5 billion euros in 2020 and is projected to reach 50 billion euros by 2026! With unisex, no-gender, or inclusive approaches, the world of skincare and makeup, long reserved for women, is finally opening up to everyone, regardless of gender.
Representation, inclusion, diversity… These are just some of the terms that have emerged in brand communication in recent years. Their common goal? To unite around one concept: the empowerment of individuals and the expression of oneself. In short, empowerment!
Beyond mere aesthetics, design enables brands to convey key messages regarding their stance and commitments to society.
When design is inclusive, it holds transformative power in strengthening communities and acts as a catalyst for positive social change.
Companies are increasingly required to create a space for dialogue where everyone can fully participate, express themselves freely, and empower themselves without compromise!
According to Wunderman Thompson, 90% of individuals now believe that equality is a shared responsibility, and 75% feel that businesses and brands should contribute to solving major societal challenges, such as equality and social justice. Undoubtedly, brands that take action in this direction are the most rewarded!
In fact, 66% of consumers say they are more drawn to buying from companies that take a stand on inclusion and other related issues. Moreover, an increasing number of consumers expect companies to create concrete solutions that promote their empowerment, autonomy, and mental well-being.
But how can this be achieved? Let’s focus on the main pillars, reimagined for the year 2023. ✊
Since the pandemic, awareness around the importance of mental health has become even more relevant, and individuals are turning to well-being resources to maintain balance. Online mental health platforms have been strengthened significantly to meet this growing demand, empowering people to regain control over their lives and improve their quality of life.
Empowering minorities by breaking taboos surrounding sexuality, is a must.
Over the past decade, conversations about female and queer pleasure have become increasingly accepted, and the benefits of a healthy sexuality on physical and mental well-being are widely recognized. Numerous platforms to help consumers learn more about their mental, physical, and sexual health are flourishing!
By designing products and experiences tailored to diverse gender identities, sexual orientations, and physical abilities, more and more brands are aligning themselves with the concept of well-being. Inclusive 3.0 platforms enable users to explore and embrace their sexuality in a safe, informed, and empowering manner.
Sexuality, breastfeeding, and postpartum should not be taboo subjects; the filters must come down. With this approach, we aim to modernize intimacy and remind everyone that pleasure is allowed for all.
EMJOY is a holistic sexual well-being application that offers a playlist of guided audio practices, enjoyable meditations, and erotic stories tailored to women, far from the male gaze! By providing educational content, the podcasts convey a positive message about sexuality to their listeners, fostering self-acceptance.
Developed by doctors and psychologists, ROSY represents a new model of sexual health for women that erases shame and isolation. It offers listening support and a multidisciplinary approach that accompanies users at every stage of their sexual lives.
Let’s put an end to judgments and embrace self-love!
From the blend of art and commitment comes social design. It involves using design as a tool to address social issues and enhance the quality of life within communities.
A great example of social empowerment is the highly contested market of menstrual panties in recent years. With their comfort and eco-friendliness, menstrual panties have dethroned traditional disposable menstrual products among many women.
Forty-five billion feminine hygiene products are consumed worldwide each year, with an estimated decomposition time of 500 to 800 years. Approximately 13,320 menstrual products are used during a woman's lifetime, resulting in around 1,650 euros in expenses. In contrast, a menstrual panty costs between 30 and 35 euros and has a lifespan of five to seven years.
The harmful effects of tampons and pads on women’s health, particularly due to the presence of dangerous chemical compounds, have led to a growing ecological and economic awareness.
As a pioneer of made in France menstrual lingerie, RÉJEANNE offers a range of organic cotton panties tailored to different flow levels. With its patented technology and OEKO-TEX certification, the Réjeanne panty provides unprecedented comfort and allows freedom of movement without compromising on bodily health.
Being free, eco-friendly, and economically conscious is a winning choice. Ladies, the time for change has come!
Conscious of the societal and environmental impact of their actions, brands are increasingly turning to design to convey their values and commitments. With its ability to tell stories and convey powerful messages, design provides companies with a unique platform to raise awareness among consumers about crucial current topics.
So, we’ve all understood: through technological innovations and global awareness, design empowers individuals to regain control of their lives, well-being, and leisure. And the brands that will be most rewarded are undoubtedly those that continue to create inclusive, accessible, and representative solutions that cater to the diversity of needs and experiences of each individual. We are the protagonists! ✊
What is the packaging of the future? A complex question, since packaging trends are constantly evolving! So it’s always worth analyzing and understanding them. With eco-responsible packaging, smart packaging, minimalist packaging and playful packaging, it’s hard to know where to turn!
Let’s focus today on connected packaging.
Simply, it’s a more intelligent packaging, using technological levers to enable genuine interaction with consumers. It’s a packaging in tune with the times, responding to a growing consumer demand for personalization and interactivity. Ultimately, packaging is one of the most important points of activation for any brand, since it bridges the gap between the real world and the digital one, offering a differentiating and memorable experience.
Simply, it’s a more intelligent packaging, using technological levers to enable genuine interaction with consumers. It’s a packaging in tune with the times, responding to a growing consumer demand for personalization and interactivity. Ultimately, packaging is one of the most important points of activation for any brand, since it bridges the gap between the real world and the digital one, offering a differentiating and memorable experience.
————– Appetite Creative, Second annual connected packaging survey
Appetite Creative, specialized in B2B marketing, connected packaging and customer engagement experiences at scale, recently published in February of this year its second annual connected packaging survey. A study highlighting the growing popularity of connected packaging, both among companies and consumers. 81% of these surveyed said they had used connected packaging (vs. 54% in 2022) and 57% believe that connected packaging is increasingly important for communicating with and educating customers.
Digital makes it possible to extend the functions of packaging. It becomes useful, practical and gives consumers a much more interesting experience.
Connected packaging provides transparency, for the consumer but also for the brand. Thanks to the connected packaging, who is connected to the supply chain management system, the brand can track the product’s journey. For the consumers, it allows to know more about the product’s origin and its quality. It’s in fact a huge factor of reassurance. It’s interesting to see how powerful a connected packaging can be!
Thanks to connected packaging, the consumer has easy access to product information, advice, or additional support services. Brands also uses connected packaging to raise awareness on sustainability and recycling. Sharpend, a company supporting global brands deliver connected excellence, accompanied and digitized Yeo Valley product portfolio with QR-enabled connected packaging. Sharpend thanks to QR code allows consumers to access to content such as information on the brand and the product and details on product recycling.
Source: Sharpend
If we think now of the design, the design of packaging keeps evolving! On one hand connected packaging allows brands to create original and imaginative consumers journey and on the other hand, it allows consumers to connect to creative experiences. Thanks to « embedded sensors », customer can be transported in an amazing augmented reality experience where the brand, through augmented reality, expresses its identity, its codes, and creates memorable experiences for customers with the goal of engaging and differentiating itself.
The Australian wine brand, 19 crimes, is using augmented reality to bring its bottles to life. On Each bottle features a historical figure. Using the brand application, the character comes to life and consumers can find out more about him or her. The brand extends its brand universe to the very end, using augmented reality.
Source : 19 Crimes website.
If we think now of the design, the design of packaging keeps evolving! On one hand connected packaging allows brands to create original and imaginative consumers journey and on the other hand, it allows consumers to connect to creative experiences. Thanks to « embedded sensors », customer can be transported in an amazing augmented reality experience where the brand, through augmented reality, expresses its identity, its codes, and creates memorable experiences for customers with the goal of engaging and differentiating itself.
Source : 19 Crimes website.
The Australian wine brand, 19 crimes, is using augmented reality to bring its bottles to life. On Each bottle features a historical figure. Using the brand application, the character comes to life and consumers can find out more about him or her. The brand extends its brand universe to the very end, using augmented reality.
Connected packaging is also an amazing tool to gather data and consumer insights. This data allows them to constantly and in a real–time, adapt their strategy with the goal of reaching their target audience. But how do they collect data? For example, thanks to a QR code on the pack, consumers can have access to special offers that encourage them to return to the store. This is a clever way to gather data and create engagement with the consumer. We obviously remember the iconic Coca Cola campaign « Share a Coke », imagined by Ogilvy. The brand commercialized bottles with over 150 of the most common names by country. A QR code on the bottles takes consumers to the Coca Cola website to win personalized cans or to give personalized virtual bottles to friends. A successful campaign that increased the Coca Cola group’s sales by 2% in the US.
Source: Share A Coke, Ogilvy Sydney
Source: Share A Coke, Ogilvy Sydney
Connected packaging is also an amazing tool to gather data and consumer insights. This data allows them to constantly and in a real–time, adapt their strategy with the goal of reaching their target audience. But how do they collect data? For example, thanks to a QR code on the pack, consumers can have access to special offers that encourage them to return to the store. This is a clever way to gather data and create engagement with the consumer. We obviously remember the iconic Coca Cola campaign « Share a Coke », imagined by Ogilvy. The brand commercialized bottles with over 150 of the most common names by country. A QR code on the bottles takes consumers to the Coca Cola website to win personalized cans or to give personalized virtual bottles to friends. A successful campaign that increased the Coca Cola group’s sales by 2% in the US.
————– Appetite Creative, Second annual connected packaging survey
More and more brands are investing in this marketing tool. According to the Appetite Creative study, 88% of respondents plan to increase their spending in 2023. This percentage was of 59% in 2022.
Connected packaging is therefore an opportunity for brands to invest in an operational, strategic, and creative tool. It enables them to gather data, establish and adapt their marketing strategies in real time, and offer a superb creative experience to engage consumers.
The metaverse is a virtual, immersive, and interactive space, and among the giants of the metaverse, we find the French company The Sandbox, the Argentinean company Decentraland, and the Canadian company Roblox. Despite this excitement for the metaverse by brands, we can see that a portion of the French population is not receptive to these immersive universes. According to an IFOP study published in early 2022, 41% of 18-49 year olds have heard of the metaverse, and 75% of French people have concerns about it.
However, more and more brands are rushing to use this tool, including luxury giants such as Gucci, Tiffany & Co, Balenciaga, and Guerlain. McKinsey Institute stated last June that 95% of business leaders expect a positive impact on their sector.
The metaverse is a virtual, immersive, and interactive space, and among the giants of the metaverse, we find the French company The Sandbox, the Argentinean company Decentraland, and the Canadian company Roblox. Despite this excitement for the metaverse by brands, we can see that a portion of the French population is not receptive to these immersive universes. According to an IFOP study published in early 2022, 41% of 18-49 year olds have heard of the metaverse, and 75% of French people have concerns about it.
However, more and more brands are rushing to use this tool, including luxury giants such as Gucci, Tiffany & Co, Balenciaga, and Guerlain. McKinsey Institute stated last June that 95% of business leaders expect a positive impact on their sector.
But why are these brands investing such large budgets in this new communication channel? Firstly, the metaverse is a universe primarily used by the Generation Z. These brands are trying to reach this audience through this channel, and design in the metaverse appears to be the preferred means of addressing this young generation. The metaverse is a fantastic tool for creation and design and allows for the expression of a brand’s identity and universe, the creation of a unique and differentiated experience, and the sparking of curiosity among many.
The metaverse represents a new territory for brands to conquer, where the possibilities are infinite. Between fashion shows in the metaverse, creating an online store, or an immersive exhibition, Printemps has recently entered the virtual world by creating its “virtual store“: users can discover Printemps with its architecture from a specific period and purchase items online. Printemps also offers an artistic experience, as users can explore the crypto art collection of painter Romain Froquet. Retail and branding are being reimagined and adapted to the virtual world.
Ralph Lauren has created its own game on the Roblox platform, titled “The Ralph Lauren Winter Escape“. This is an opportunity for the American fashion brand to showcase its collection of winter sportswear, which will only be available for purchase on the Roblox platform. Ralph Lauren is “gamifying” its customer experience and inviting users to discover its brand universe through a unique virtual experience.
Se Loger, a French real estate company, offers virtual tours of apartments and houses directly in the metaverse. This is a way for potential buyers to better visualize the property they are interested in. Buyers can visit the property using their mouse and chat with the real estate agent in real-time. The customer journey is completely revamped to provide a unique and entertaining buying experience. The metaverse appears here as a way to blend the best of both worlds: a virtual tour that allows for total immersion, which will ultimately lead to a real-world experience.
Tiffany & Co, the famous iconic jewelry brand, goes even further by selling 250 NFTs, the “NFTiff“, online on the metaverse. Buyers could purchase these NFTs and in exchange receive a custom-made pendant in gold and precious stones. Once again, the metaverse allows brands to innovate and offer a highly exclusive experience.
Tiffany & Co, the famous iconic jewelry brand, goes even further by selling 250 NFTs, the “NFTiff“, online on the metaverse. Buyers could purchase these NFTs and in exchange receive a custom-made pendant in gold and precious stones. Once again, the metaverse allows brands to innovate and offer a highly exclusive experience.
As these numerous examples illustrate, the metaverse is a way to express infinite creativity, reach and address a younger audience, but above all to rework the customer experience.
CBA US visited Expo West in Anaheim last week. I think my feet have just about recovered from all the walking. The energy was amazing, and we left super inspired. I thought I’d jot down my main observations and share some of my amateur phone pics to illustrate them. Being a designer, I am mostly focused on food and drink innovation, as that is where change was most ‘out there.’
CBA US visited Expo West in Anaheim last week. I think my feet have just about recovered from all the walking. The energy was amazing, and we left super inspired. I thought I’d jot down my main observations and share some of my amateur phone pics to illustrate them. Being a designer, I am mostly focused on food and drink innovation, as that is where change was most ‘out there.’
Full brand worlds were presented, not just the product and its packaging. The most successful booths attracted crowds that were seduced by appealing identity design, consistent blocks of color, strong branding extended to materials such as stickers, pos, leaflets and yes of course, packaging. FMCG corporate design is a real thing, and the best performers at the expo confirmed the importance of investing in this.
Full brand worlds were presented, not just the product and its packaging. The most successful booths attracted crowds that were seduced by appealing identity design, consistent blocks of color, strong branding extended to materials such as stickers, pos, leaflets and yes of course, packaging. FMCG corporate design is a real thing, and the best performers at the expo confirmed the importance of investing in this.
A memorable experience here was of course product tasting. This was set up, in some cases, as successful ‘theater,’ where the brand world was seamlessly translated to a ‘set’ where food was prepared. Then there were games, rock stages, and chill areas. There were many examples where the brand was effortlessly extended thanks to a strong visual and strategic foundation.
A memorable experience here was of course product tasting. This was set up, in some cases, as successful ‘theater,’ where the brand world was seamlessly translated to a ‘set’ where food was prepared. Then there were games, rock stages, and chill areas. There were many examples where the brand was effortlessly extended thanks to a strong visual and strategic foundation.
It came as no surprise, after multiple Gen Z reports about the preferences of our younger consumers, that brands are simple and bright. Packaging is designed to attract attention on shelf and on the small screen. Flat bright colors dominated the innovation section of the Expo. There was no holding back here, and every color of the rainbow was covered, including a notable presence of pink.
It came as no surprise, after multiple Gen Z reports about the preferences of our younger consumers, that brands are simple and bright. Packaging is designed to attract attention on shelf and on the small screen. Flat bright colors dominated the innovation section of the Expo. There was no holding back here, and every color of the rainbow was covered, including a notable presence of pink.
It was great to see that some brands choose to disrupt by being minimal. This is the design theory I was taught in school: just show what is necessary. A calm oasis amid the sensory overload that surrounds us in this chaotic world (and its supermarkets and digital space!)
It was great to see that some brands choose to disrupt by being minimal. This is the design theory I was taught in school: just show what is necessary. A calm oasis amid the sensory overload that surrounds us in this chaotic world (and its supermarkets and digital space!)
With simpler and cleaner packaging, what is on the pack now needs to work extra hard. Brand names often indicate what the product or positioning is. No more ambiguous names that need further investigating to understand what it actually means, but playful versions of real words creating an ownable brand name.
With simpler and cleaner packaging, what is on the pack now needs to work extra hard. Brand names often indicate what the product or positioning is. No more ambiguous names that need further investigating to understand what it actually means, but playful versions of real words creating an ownable brand name.
Many products now proudly present the important product info on the front of the packaging, such as ingredients (or lack thereof), how it’s made, where it’s from. All designed in an engaging way not just there to inform but also to make you feel good and in some cases, entertain. We also saw a ton of icons adorning all sides of the packaging and displays, further clarifying what each new innovation could mean for you.
Many products now proudly present the important product info on the front of the packaging, such as ingredients (or lack thereof), how it’s made, where it’s from. All designed in an engaging way not just there to inform but also to make you feel good and in some cases, entertain. We also saw a ton of icons adorning all sides of the packaging and displays, further clarifying what each new innovation could mean for you.
Designs were not there to just tell us a story but were designed to invite you in and engage. Messaging appeared human, crafted and/or unique. We all know the typography clichés and ‘go-to’ styles that often mark a specific category. Many designs are now inspired by a lifestyle and Instagram-ability (is this a word yet?)
Designs were not there to just tell us a story but were designed to invite you in and engage. Messaging appeared human, crafted and/or unique. We all know the typography clichés and ‘go-to’ styles that often mark a specific category. Many designs are now inspired by a lifestyle and Instagram-ability (is this a word yet?)
This should not be an ‘ah-ha’ anymore; however, we loved to see how sustainability is here to stay. Everything from plant-based serving platters to edible spoons (which I ate before my ice cream was finished, my bad). And then the biggest thing we saw this year: mushrooms! Mushrooms as protective packaging, mushrooms as chicken, truly incredible and delicious.
This should not be an ‘ah-ha’ anymore; however, we loved to see how sustainability is here to stay. Everything from plant-based serving platters to edible spoons (which I ate before my ice cream was finished, my bad). And then the biggest thing we saw this year: mushrooms! Mushrooms as protective packaging, mushrooms as chicken, truly incredible and delicious.
Now of course this is only a summary of three days of pure joy and inspiration. Impossible to pen it all down. As always, it’s good to share, and I hope this will pass on some of the energy I took away from the Expo. I love exchanging ideas and keeping the conversation going, so if you feel I left anything major out or if you want my opinion on something here and what this could mean for you as a designer or brand, let me know! Happy to talk.
By Rutger Thiellier, ECD.
Now of course this is only a summary of three days of pure joy and inspiration. Impossible to pen it all down. As always, it’s good to share, and I hope this will pass on some of the energy I took away from the Expo. I love exchanging ideas and keeping the conversation going, so if you feel I left anything major out or if you want my opinion on something here and what this could mean for you as a designer or brand, let me know! Happy to talk.
By Rutger Thiellier, ECD.
Human design is a “tool that allows you to understand your energy mechanics, and the mechanics in interaction with your environment”. It allows a better understanding of oneself, of one’s strengths and weaknesses, and a better understanding of the other. It allows ultimately to understand it’s functioning and to work on oneself in order to act better, progress and accomplish oneself.
The human design describes 4 profiles:
The human design describes 4 profiles:
All of these typologies are complementary. They create an exceptional collective intelligence which allows new concepts to germinate, new markets to be reached, innovation to be fostered.
This collective intelligence is the winning key to value creation.
Let’s take the exemple of the brand Cora. In 2020, Cora wanted to mobilize all of its employees in the definition of the brand strategy and make them the first ambassadors of change. CBA accompanied the brand in this shift by building a tailor-made support « Cora demain » allowing for the first time more than 25,000 employees to work together. Debates and surveys were conducted among employees and workshops were organized to define the new fundamentals and identify the work to be done.
Let’s take the exemple of the brand Cora. In 2020, Cora wanted to mobilize all of its employees in the definition of the brand strategy and make them the first ambassadors of change. CBA accompanied the brand in this shift by building a tailor-made support « Cora demain » allowing for the first time more than 25,000 employees to work together. Debates and surveys were conducted among employees and workshops were organized to define the new fundamentals and identify the work to be done.
The results? A coherent corporate vision understood by all employees, a smoother internal communication as a result of engaged and happy employees. Cora is today the second favorite employer in food distribution.
The digital is an integral part of our daily lives et new digital levers are emerging, among them the metaverse or AI. Despite a certain reluctance from a part of the general public, we can point out the complementarity between these digital tools and the human intelligence, that allows you to go further, faster.
The artificial intelligence allows an optimisation of process, a precise analysis of data in order to reduce the working hours and an important reduction of human mistakes. In the framework of client experience, the IA allows a tailor-made personalization thanks to the data collected to make the experience more attractive, targeted and engaging.
Did you know that on average a European produces nearly 180 kgs of packaging waste per year? Did you also know that, according to the European Commission, more than 40% of plastic materials and 50% of paper used in Europe are intended for packaging?
However, more and more consumers no longer want to put up with packaging in their daily lives. According to Ipsos, almost 60% of French consumers plan to remove excessive packaging to fight climate change. Nearly half of American consumers are willing to pay more for their products for recyclable or reusable packaging.
The environmental cause affects us all. More than half of us adjust our behavior to become more responsible and contribute on our scale to the preservation of our planet.
That’s why this new awareness is pushing companies to innovate and come up with new eco-responsible packaging strategies.
Eco-responsible packaging, eco-friendly packaging or eco-packaging: all mean the same thing. It’s a packaging that limits its impact on the environment by considering its entire life cycle and without danger for its user.
Unlike what one might think, it’s not just limited to recycling! A multitude of concepts must be integrated. Here are few of them:
According to LSA Green, 90% of European consumers expect brands to commit themselves.
More and more brands are expected to invest in a new packaging design for their products in order to meet these new expectations and convictions required from their consumers. From luxury brands to cosmetics, or even agri-food, all types of industries are determined to eliminate plastic packaging.
Beyond attracting the consumer, packaging also allows a brand to communicate about its identity and values. An eco-friendlier packaging will allow brands to strengthen their image as committed companies. It will also help them to be in harmony with the desires of their customers and prospects.
And yes, more and more brands are launching innovative design and packaging solutions while being compostable and biodegradable.
Discover the Coffeeb capsules project from CAFE ROYAL. Forget all the aluminum ones… make room for small, compressed coffee balls, wrapped in a thin 100% biodegradable membrane!
Who hasn’t already been influenced by packaging when shopping? And yes, this is not new: packaging has a key role in consumer purchasing decisions, but is it as strong to transform impact our behavior for the very best?
Some brands have taken up the challenge and used the packaging of their products to raise consumers’ awareness about recycling and environmental cause.
The 900 care brand is the perfect example of tackling the thorny problem of household pollution and the overconsumption of plastic. The company has designed a range of hygiene products as tablets that can be diluted in water to allow everyone to make their own products.
But what persuades us to change our habits? With their subscription system, you no longer need to worry! As soon as you run out of shampoo, you receive the refills directly at home.
Practical but also well-designed, the brand comes up with colorful refillable bottles that can also be used as decoration tools in our bathrooms.
Receive news from CBA!
Follow us
© CBA DESIGN 2021
