Generation Z; Overly-sensitive, vegan, social media obsessed and misunderstood. While Gen Z seems to have many (less than favourable) labels, are they really that different from the generations of youth before them? It’s nothing new for youth culture to influence trends and crazes, but Gen Z seems poised to shake up the system in-terms of, well, everything.  The question is no longer “how can my brand target my customers” but “how can my brand remain relevant in a market where consumers are unafraid to hold brands accountable?”  Who are the Generation Z?    Generatio ..read more

Product, Price, Place, and Promotion. While the 4 P’s of marketing have remained a cornerstone of marketing theory, a 5th P has been making a strong case for its inclusion. Purpose (brand purpose) has become an essential ingredient for solidifying brand identity, building customer loyalty and nurturing positive brand associations.  It might be time to ask yourself; Does my brand have a purpose?  So, what exactly is brand purpose? Brand Purpose is far more than a company’s ultimate goal, it’s an aspirational and idealistic view of what you want to become, the “why” of your brand’s exi ..read more

Brand- A combination of attributes that gives a company, organisation, product, service concept or even an individual, a distinctive identity and value relative to its competitors, its advocates, its stakeholders, and its customers.  While the definition may vary depending on who you are asking, all brands come down to reliable foundations. So what makes up a brand’s foundation, and how can a solid foundation lead to a successful brand?  We’ve broken down the elements of the Aaker brand vision model to identify the building blocks of successful brand foundations and why they are cruc ..read more

Following the success of the premium breakfast delivery app Milkman in Israel, founders Omer and Jonny wanted to bring their ‘healthy brekkie at the touch of a button’ service to the UK. We worked with the team in Israel to understand their offering “breakfast you want to jump out of bed for”, and their target market “families and professionals who want to provide the best for the breakfast table but don’t have the time to scan artisan markets to source ingredients” Our challenge was to position the brand in the premium category while adding warmth and fun – speaking to busy foodies who crave ..read more

Last week JK Rowling, perhaps a little behind on the movement to make language surrounding periods more inclusive  – poked fun at an article which used the term ‘people who menstruate’ instead of ’women’ when talking about periods.   The reaction was disproportionate outrage, from the transgender community, fans, even Daniel Radcliffe and Hermoine Grange (Emma Watson) joined in. Fan blog The Leaky Cauldron called for fans to boycott Rowling, to stop buying her books and watching the movies. The call to ban stories which have entertained and supported generations of confused teenage ..read more

Standing in the ‘sexy’ section of the local pharmacist, dodging the judgemental eyes of shoppers, many women will relate to gingerly reaching for some lube and wondering if this really belongs on our bits. Kathie Bishop – a medical herbalist specialising in female intimate health, founded Into the Wylde with the mission to create a lubricant brand for women, made specifically with women’s physical needs in mind, and not just from a product point of view.  A vulva is not a penis, it has very different needs, and mimicking natural lubricant is about more than just making things slippy. A ..read more

Packaging copy – that all-important but oft’ ignored unsung hero of packvertising is set to turn over a new leaf as cutie-pie copy dies a slow but much anticipated death.  The floor will be opened to new creative and relevant ways to engage audiences in the decade to come, and with ‘top design trends of 2020’ blogs in full swing, we thought it’s about time homage was paid to the messaging style and tone brands will be using in 2020.  Copy trend 1 - Cutie-pie is caput And as on-pack copy everywhere starts to sound like a Frankensitinian patchwork of brands doing the exact s ..read more

Cannabis: formally frowned upon as a demon drug; wacky ‘baccie, The Devil’s lettuce, Beelzebub’s broccoli, once comparable to crack cocaine and amphetamines, is now one of the bestselling items in your local cosmetic store. We’re not talking about over-the-counter mind-bending psychotics that are going to evoke two hours of frightful forgetfulness, or cravings for chocolate and cheese-based-naughtiness, but more so nourishing CBD infused cosmetics, along with a whole array of cannabis-based edibles.   But all that is set to change…   While CBD (Cannabidiol) is the most prominent an ..read more

Everywhere I look, something weird is happening. Teenagers are sipping £4 oat milk lattes at Planet Organic and talking about activism. ‘Grown-ups’ are skateboarding to work and talking about polyamory.  Something weird is happening and not just to packaging design in London, an upside down world (though I hasten to add, a refreshing rather than unpleasant one) where traditional polar divides are being smooshed together into one blurred group that isn’t defined by age, or gender or whatever ‘class’ even means anymore.  The young are acting old, the old are acting young, married peo ..read more

I’m on the app store. I need a new dating app/ removal company/food delivery service… I have no prior knowledge of the service, no referral from friends, nothing at all to go by. Dear developer….I need you to tell me why I should hit download, I want to use you, really, I do, but see I have the jitters, I’m going ‘no reviews?’, ‘no pictures?’ no endorsement by well-known news publications? This is a scam! We’re negative like that, even positive humans who like to support startups and be at the cutting edge of the next great app. Your app store description is your elevator pitch, your Dragon’s ..read more