Next month Carlsberg will begin their £15m global rebrand with the launch of the newly designed Carlsberg Export. The new look packaging has been designed to create a more premium feel and bring the brand’s Danish roots to the forefront.
We have decoded the new packaging to see how Carlsberg are hoping to achieve this:
We’ve seen a new wave of subscription boxes emerge which are taking personalisation to a whole new level. Whilst beauty boxes have been widely customisable for a while now, and have become quite overdone, these new subscriptions are understanding our needs in a much more intimate and closely targeted way. It feels like a massive leap into a world where personalised subscription boxes are totally in sync with our minds and bodies, meaning that we are finally getting a truly personalised service. Here are 3 of our favourites:
Taking intimacy with its customers to the extreme, Ms Flow describe themselves as a ‘luxury period and wellbeing subscription service’. Customers are able to choose between light, regular and heavy flow packages and can even select their preferred sanitary towel or tampon brand. By ‘syncing up’ their delivery dates with recipients’ cycle, Ms Flow are able to offer a truly unique and personalised service.
The Book Drop
Targeting the improvement of our minds, The Book Drop allow its customers to select from different genres and then curates a collection of books based on their choices. By getting to know your mind over time, this service suggests a range of books to suit your mind and stretch your thinking. By allowing recipients to switch boxes from month to month, they enable a more personalised approach.
Understanding wine and becoming a true ‘oenophile’ can be a difficult process, Club W decrypt this by offering a tailored wine subscription service. Customers answer specific questions in order for Club W to truly understand their palate profile. Their app truly learns your palate to deliver a service that combines the expertise of their wine knowledge with their customers’ personal tastes.
Why this is interesting…
These subscription boxes feel much more in tune with the people they serve, and achieve a much more intelligent method of personalisation. Being able to totally understand their mind and body means a much more tailored service can be provided. As subscriptions continue to try and engage with more parts of peoples’ lives, we wonder what areas they will try and tackle next. We can imagine the likes of Hello Fresh combining with Fitbit to form HelloBit– a service which provides people with calorie counted meals based on their food intake and the amount of calories they have burnt that day.
Izzy Pugh, Head of Cultural Insight & Marilyn Dutlow from Added Value in South Africa have recently unpacked from an international and local perspective how Starbucks are creating a place and a mind-set that feels like the heart of a community.
Read the full article at The Media Online! on how Starbucks are successfully creating cultural value. (http://themediaonline.co.za/2016/05/the-starbucks-way-of-forming-communities-be-creating-cultural-value/)
We’ve previously written about the fast fashion revolution – the fashion industry’s new verve to release new seasons and new clothes at an increasingly rapid rate.
As well as seeing this stance grow, we’re also seeing an opposite reaction to this frenzied fashion fest. Patagonia’s infamous 2011 “Don’t Buy This Jacket” campaign declared war on rabid consumerism, telling people to buy less and to buy quality. Increasingly brands are following suit and encouraging consumers to slow down on their buying, be considerate, and buy items that last.
Jigsaw’s ‘For Life Not Landfill’
Jigsaw’s recent campaign encourages people to wear their clothing not just for a season, but to save it, promoting mindful consumption. In the advert they juxtapose pieces from their current collection with some of their own vintage items, borrowed from loyal fans. The campaign tells people not to throw away old garments but to save them to create fresh and different looks in the future.
This ethical fashion brand encourages its followers to treat their jeans like a fine wine – one that gets better with age. They believe that as jeans wear down and are repaired by hand, the item becomes more individual and unique. Keeping hold of something old can be more than good, it can be great.
Old Town Clothing
This British brand prides itself on producing no more than 70 made to order garments a week, chosen from a range of sizes fabrics and colours. The production process takes around 4-6 weeks, as they are individually made by hand. The brand wants people to treat their items as pure quality clothing that can be worn for a lifetime, and they refuse to expand their business as they would be unable to ensure the quality of everything they create.
Why this is interesting
In a world where brands like MAC have a constant drip-feed of special releases, this opposing reaction highlights a growing need for brands that are radical in their slowness. We know that fast fashion isn’t going anywhere, but there is also a growing number of people who are rejecting the demand to constantly refresh their looks, and are looking to reshape how fashion exists in their lives. With self-help books telling people to live smarter and be purposeful with their mindfulness, this fashion movement sharply highlights the cultural shift towards a more thoughtful and considered way of being.
Mindfulness is getting smart. The narrative of mindfulness has previously been around slowing down, disconnecting and becoming calmer. As the New Year rings in, January is calling on us once again to reenergize and reassess our lives – but this time it seems to be in the form of smart mindfulness.
Mindfulness seems to have shifted from the previously slow and calm methods – such as yoga, meditation and Johanna Basford’s adult colouring books – towards a new approach that is about taking time out to think clearly in order to achieve ambitions. It is less about removing yourself from the world, but instead leaning in with purpose. People are taking time out to rejuvenate and gear up – so they are able to go back in with more vigour and more purpose. The self-help book “Thrive” encourages people to use mindfulness as a way to reach career success. “The Art of Thinking Clearly” also helps people train themselves to think sharply in order to achieve. They both embrace mindfulness as a way of reenergizing yourself and clearing your mind to reach your life ambitions.
We think that mindfulness is going to continue on its path towards the purposeful, direct and active. Maybe in the future even taking time out won’t be passive.
Every year the UK’s Office for National Statistics updates the shopping basket of goods and services that is used to reflect the rate of inflation. This year’s struck us as being remarkably hipster – with craft beers, music streaming and headphones included in the list. If these products are representative of a typical British person, is seems to highlight how much hipster style is now firmly in the mainstream.
We think that brands can learn from this. They can shed the fear that hipster cool is only for the few – but embrace the fact that it is now nationally aspirational. They don’t need to be afraid of being too niche, but should accept that this is now the new mainstream. Nationwide, the hipster trend’s move from emergent to culturally dominant has been incredibly swift – putting great pressure on brands need to keep up.
We’re excited to see next year’s index. We predict that coffee machines, grey hair dye and bow ties might be included…