Packaging and Authenticity

In the age of product and information overload, packaging creators must find ways to not only step up their game in terms of content, but also set their work apart by developing creative packaging strategies. Meanwhile, there is no doubt that packaging designs have emerged as an extension of the brands or products themselves. Looking back, we…

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Brand Authenticity

Ever since Covid-19 first struck, the resulting economic recession and latent market saturation has called for a renewal in our attitudes around trust. Consumers’ expectations now stipulate that businesses participate in tackling our various shared crises. As such, they choose to buy and invest exclusively in the brands that do their part. Brands have an…

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The Future Of Packaging

With consumer expectations and legislation driving demand for packaging materials that are not only sustainable, but also either renewable or recyclable, the future of packaging is set to overcome many of its current issues around sustainability and hygiene. This will be coupled with a drive to have companies overhaul their out-of-touch brand strategies, which often…

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Home-grown food

The COVID-19 pandemic has had a substantial impact on almost every single aspect of our lives. The closed borders and the crisis itself, along with the ongoing food shortage and the shelter-in-place recommendations, have led more people to recognize the value of growing a garden as a means of becoming more self-sufficient. This reliance on self-sufficiency…

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Sponsoring the Olympic Games

The Olympic flame is still shining in Tokyo, after the games were cancelled in 2020, owing to the COVID-19 pandemic. These games have received some criticism, not only from Japanese citizens but also from sponsors, who have invested more than 3 billion dollars in this event. Back when there were no health emergencies, the J.J.…

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New Brand Strategy Or Die

 We all remember the Victoria’s Secret lingerie shows that took place year after year: celebrities, the world's most highly-paid models, angels, and their wings. All models were dying to be selected to walk the fashion show as it catapulted their career to the next level, but something changed. During the last show, the audience ratings…

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The Age of Games

 In a world where digital experiences are getting more and more important, it will come as little surprise to know that the video game industry is also picking up speed. The public’s passion for video game competitions means that the eSports phenomenon has more followers than  ever. Just how can your brand capitalize on the…

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New Times, New Logos

 As society advances and develops new values, companies renew their mission and vision in order to respond to an increasingly connected society. In this post, we analyse past, present and future logo trends, focusing on examples from Telefónica, Pfizer and Dacia. Stay tuned, we promise it will be worth it. THE PAST Telefónica's new corporate…

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City Branding

 Large companies use marketing to sell their products to a certain audience, and cities take advantage of marketing to develop communication strategies. All these strategies are what is known as city branding, the creation of a visual identity aimed at conveying a certain image to citizens, visitors, companies and investors. What are your goals? The…

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Gender Fluid

Consumers are looking for new interpretations of inclusion, yearning for opportunities to experience gender as a path of discovery and self-expression. Having said that, what is gender fluid? Neutrality eliminates references to a certain gender, but fluency is a multidimensional form of expression that avoids  being categorized as a fixed identity. Currently, brands and retailers…

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Food & Drink Personas 2023

The new profiles of food and drink consumers have changed. After having dealt with an uncertain future, each of them has a set of values and priorities which are motivated by new energy and purpose. We start with the collective visionaries. They are  activists, using the power of community and networking to generate change, whilst…

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