INSPIRATION - INSIGHT - IDEAS
Design trends curated by the ever-curious at Echo Brand Design
VS
WINTER 2016 #9
Creative Director Andrew Capper andy@echobranddesign.co.uk Marketing Director Nellie Veltman nellie@echobranddesign.co.uk
Contributors Andrew Capper Niall McRiner Jessica Skinner Lexie Forrester Benjamin Farrell Peter Bolton Follow us @echobranddesign
WELCOME TO
RADAR Design trends magazine curated by the ever-curious at Echo Brand Design.
@echobranddesign www.echobranddesign.com
.. r. e m m u s is h t n u f f o h s A spla
GLOBAL VS.
local
WINTER 2016 #9
An exploration of international brands and the global and local tensions they face in today’s global market.
www.hdwallpix.com
GLOBAL VS.
CONTENTS This issue of RADAR, Global vs. Local, explores the growing consumer trend for discovery and how this is affecting the behaviour of brands both at home and afar. We look at the tension between being an international brand whilst engaging at a local level, and how to be successful at both.
6
A New Discovery
“Explore the world from your armchair”
7
Evoking Escapism
8
The Rise Of The Island
9
Far-Flung Influences
10
What This Means For Your Brand
12
The Local Jewel
www.barchick.com
“Brands must belong with today’s consumers”
www.guinness.com
13
Local Editions
14
Tailored Experiences
15
At the Heart Of My Community
16
What This Means For Your Brand
18
Time Travels
“Tapping into expertise, knowledge, rituals”
www.morihata.com
19
Borrowed Rituals
20
Borrowed Expertise
20
Reinstilling Richness
21
What This Means For Your Brand
24
What We’re Up To
local
“As the world economy continues to merge into a single market, a problem that all companies are forced to think about is how to run a global business that is also localised ” Tadashi Yanai - Uniqlo CEO
People are increasingly looking for new cultures, experiences and self-affirming travels; as the
Wanderlust noun
wanderlust trend remains strong for another
noun: wanderlust
year, consumers are still yearning for escapism,
a strong desire to travel.
discovery and adventure.
“a man consumed by wanderlust” this
Technology continues to be the real enabler of
millennials.
this. Not only has it facilitated a more abstract
Uncomfortable with society’s consumerism, their
attitude; it has provided a rich resource for
non-linear
and
brands that would have once only been able
anti-conformist attitudes mean that for them
to speak to a select locality, disconnected
happiness is certainly not going to be driven by a
from
successful spending spree.
wishing to engage with these smart and savvy
Leading
the
multicultural
movement mindset
are
patterns
to
towards the
purchase
the
mainstream.
For
a
global
brand
shoppers they must be reflective of this new cultural curiosity - their identities must intrigue and their offer must be original and agile. In this issue of Radar we hope to enlighten and explore how, through the recognition of these shifts, global brands are expressing a more personal perspective, by operating through a local lens.
03 04 www.hejdoll.com
GLOBAL VS.
www.luekensliquors.com
local
A NEW Discovery “Explore the world from your armchair”
As people increasingly look for new cultures and experiences to discover, we are noticing a shift towards brands and services that attempt to transport us. Today’s globally connected consumer is looking for brands to help them explore undiscovered provinces and unchartered territories. Here we take a look at how brands
are
expertise
harnessing
and
local
ingredients
to
values, deliver
unique, authentic experiences. Reyka Vodka - Distilled from glacial water and filtered through lava rock, is said to be the first ‘green’ vodka in the world. Grants have developed a rich story around location and provenance that rivals today’s brands with embellished truths about their origin.
05 06
EVOKING ESCAPISM When it comes to capturing the sense of
being
transported
elsewhere,
some brands are demonstrating that the best way to deliver an authentic local product is to do it for
www.packagingoftheworld.com
www.damncheeky.com
Blossa Glogg - A limited edition Swedish Mulled Wine with; 2016 leads to the northern forest Storskogen. Coordinates, rich colours and gold embellishments embody the depths of the swedish forests and the treasures inside.
Bao - This slick former street food brand brings Taiwanese cuisine in from the cold, with popular favourites and a great tea selection. A perfect example of unique culinary inspirations from diverse nations.
www.redvelvetlondon.com
real. Building on the success of all things Scandinavian, Reyka is batchproduced vodka, distilled and filtered in Iceland, that tells a compelling story about provenance and locale. Despite being owned by William Grant & Sons, Reyka tells a truly authentic local story from Borgarnes, the small town which is home to the only distillery in Iceland. With a brand name translating as ‘Steam’, Reyka hero the provenance of their vodka, from the arctic spring water to the lava-rock filtration at the heart of their local production. In the case of Reyka, Icelandic provenance is inherent in every touch point and detailed through the packaging design, from the stark, sans serif typography to the monochromatic, crisp colour palette.
Their
translated
motif
‘Made in Iceland’ is at the heart of the pack, featuring the glyphs and letter styles typical to the Icelandic language, adding yet another layer of authenticity. The overall effect is one that instantly transports you to the
“The quality of the connections is the key to quality per se”
glacial landscapes of Iceland. Valuing authenticity more than ever, millennials will see through thin stories and question whether brands are truly sincere. It might have been enough to produce Icelandic-style vodka without the fuss of locating the production and distillery in another country, but William Grant & Sons have invested in a credible and compelling brand that resonates with today’s consumer as a result. This investment has given them a future platform to expand from with credibility and integrity.
Alda - Alda Iceland is a crisp and refreshing, all-natural product brewed in Iceland with high quality ingredients and sustainably sourced marine collagen.
www.thedieline.com
A NEW
Discovery
THE RISE OF THE ISLAND Whilst for some it’s enough to embody the ideals of a nation, for others it’s the hunt for the small Eat Poké - Eat Poké are proving that you can bring the taste of a far-flung culture to the masses in an authentic way.
and niche that appeals. The ability to feel informed and in-the-know can reflect on our perceived status and wider identity. We’re noticing a number of brands that focus on influences from smaller locales and inspiring islands. Having previously seen the wave of Pan-Asian and Japanese Fusion restaurants grace our streets, it
www.thefoodrush.com
seems our taste for foreign foods www.twitter.com/harrisdistiller
Isle of Harris gin - Incorporating locally sourced botanicals and hand-dived kelp, each touch-point of the Isle of Harris packaging works to communicate the variety of skill, local expertise and ingredients that go into producing this unique gin.
is becoming more specific and specialised, with small islands like Hawaii and Taiwan becoming the new influencers when it comes to what we want to eat next. Can’t afford to up-sticks and move your production to another country in the quest for an
Milroy’s Vodka Milroy’s, the oldest Whiksy shop in Soho have launched 4 new whiskies under their brand. Focussing on the store and playing on their heritage and story, Soho has a prominent place in the identity and branding.
www.thedieline.com
authentic story? Not to worry. Brands such as Bao and Eat Poke are proving that you can bring the taste of a farflung culture to the masses in an authentic way. Borrowing traditional recipes
and
embodying
cultural
styles, these London-based foodies are
delivering
globally
inspired,
locally produced menus. Bao was set up by a trio of friends with family roots leading them back to China and Taiwan, communicated through a hand-drawn identity and menu that is genuine and authentic. So what is the key to telling an authentic story around origins? It’s all in the detail. “Eventually everything connects - people, ideas, objects. The quality of the connections is the
Kimski - Kimski is a Korean-Polish fusion restaurant in Chicago delivering a surprising aesthetic that plays on the unusual pairing of two very different cultures and illustrative styles. With clean and stark typography alongside playful, patterned and colourful illustrations,
key to quality per se”. Charles Eames said that, and we believe he was right when he spoke of quality and craft in the details being the success or failure of a product.
Kimski successfully balances the influence of both cultures.
07 08 www.community-bar.com/kimski/
A NEW
ranges, from the Siberian Clay in their cleansing soap bar to the Blue Tansy
Discovery
infused into their facial oils. Although LA-based, using unique ingredients sourced from across the globe helps to bring a touch of provenance and The Isle of Harris distillers believe
local authenticity to the brand.
the same and have championed their community distillery and the
A well-placed ingredient has the
local expertise behind the unique
power to conjure up images of
source of ingredients. Incorporating
Egyptian temples and stones, express
locally sourced botanicals and hand-
a hint of the calm along the Sicilian
dived kelp in their unique gin, each
coast and deliver a taste of the
touchpoint of the packaging works
restorative Japanese rituals. We’ve
to communicate the variety of skill
all reached for the Madagascan
that goes into making each bottle.
Vanilla Ice Cream over the brand
Every detail communicates craft and
with an unspecified origin, which
credibility, from the copper and kelp
turns out to be the least expensive
detailing on the label to the spiraling
form of vanilla available. We’ve been
structural signature that echoes the
tricked! Who knew! The lesson is,
surrounding sea and operations of
whether you’re an FMCG or luxury
the local weaving workshop. The
brand, using ingredients exploiting
landscape and local expertise are tied
origin can help to inject a sense of
to the structure and heroed through
authenticity and local influence to an
each material and finish choice.
otherwise global brand.
www.t2tea.com
www.beauty-defined.co.uk
T2 - The bespoke tea brand with an exotic, international flavour, T2 deliver rich varieties of flavour for all senses. With an immersive retail experience where sampling and experimentation is encouraged, T2 incorporate local influences from different parts of the globe, drawing on Asian and Middle Eastern motifs across their packaging and crockery ranges.
Neom - Rejuvenating fragrance with extracts of Sicilian lemon and fresh basil. Neom products are lovingly crafted in Britain whilst using the ingredients’ origin to transport the consumer to the clear waters and refreshing scenes of Sicily.
FAR-FLUNG INFLUENCES Perhaps
the
simplest
way
to
transport a consumer to a faraway land is to incorporate unfamiliar, unique ingredients. As the desire to know more about what goes into our favourite products and where exactly they come from increases, there’s a growing opportunity for global brands to
incorporate
local
ingredients
from afar. Whilst brands have been incorporating exotic ingredients for a long time, today they are being used to underpin beliefs in products and brands. Herbivore Cosmetics are tapping into this and tell evocative stories around the ingredients sourced for their product
Herbivore - With ingredients ranging from French pink clay to Brazilian gemstones, Herbivore Cosmetics use their minimal identity and translucent reusable packaging to tell the story of their all-natural, foodgrade ingredients and the realms from afar that they have travelled from. www.ida365.fi
WHAT THIS MEANS FOR YOUR BRAND DO IT FOR REAL: The best way to deliver an authentic local product is to do it for realconsider what your brand might need to do to achieve local authenticity. BE TACTILE: Allow your packaging structure and material finishes to tell the story around provenance and authenticity. BE INSPIRED: Borrow a cultural style through illustration and typography to bring your globally inspired product to life. BORROW EXPERTISE: Inject a sense of authentic provenance and consult an expert in the locale you’re tapping into. INCORPORATE THE UNFAMILIAR: Use unique ingredients sourced from locations across the globe to bring a touch of local influence to your global brand.
09 10
www.guinness.com
GLOBAL VS.
local
Jewel THE T E LO LOCAL “Brands must belong with today’s consumers”
As today’s consumers become more digitally and globally connected than ever, many are embracing the efforts and acts of brands that connect with consumers at a local level. With access to our most treasured brands available at the swipe of an index finger, we are placing more value on brand interactions that feel specialised, tailored and unique to our locations and routines. In this chapter we look to further explore this desire for discovery, highlighting how brands are maximising recognition and reach through adopting a more agile, collaborative and community driven mind-set. Guinness Africa Special - Diageo’s Guinness Africa Special launched earlier this year as they focus on the world’s biggest market for Guinness with tailored products and campaigns. The specialist stout is made using ‘natural African extracts’ and looks to align the brand expression with the energy and creativity of the young local market.
11 12
www.mp-arts.co.uk
www.charliesmithdesign.com
Byron - Commissioning various illustrators and adopting a flexible approach to branding and typography, Byron has avoided the typical restaurant chain strategy and as a result feels unique and authentic.
www.charliesmithdesign.com
Growing Underground - Growing Underground is an urban farming technology company currently located in the wartime bunkers of Clapham, London. The company claims itself to be the world’s first underground urban farm. Selling herbs and salads grown below the streets of the London, they vow to never distribute outside of the M25, keeping their produce truly local. wwwgrowing-underground.co.uk
LOCAL EDITIONS
www.sandstrompartners.com
Smithworks - Born and bred in the traditions and values of America’s Heartland, Smithworks (owned by Pernod Ricard) embodies the values of the place in which it comes from – local pride, simplicity and hard work. Made with corn from Kansas, Missouri and Oklahoma, and water from Lake Fort Smith in Arkansas, Smithworks’ distribution is limited to these areas that it draws ingredients from.
www.highsnobiety.com
Anyone who has sat down to a
Byron is another burger brand who
Whilst these examples highlight the
screening of ‘Pulp Fiction’ knows that
have gained a credible edge with
success of adopting a more localised
in France a Quarter Pounder is known
a
and
view, it’s also fair to flag that this
as a Royal. However it’s not just the
dynamic identity. Avoiding the curse
process is not a new trick. However as
titles that conflict, but the serving size
of homogeneity, Byron commissions
technology and tastes have evolved we
and taste profiles too, with the brand
different illustrators across its venues,
are seeing the smart and savvy brands
doing their best to accommodate local
resulting in a unique look and feel that
adopt a more sophisticated view.
tastes and preferences. This cultural
reflects the local environment of the
customisation has become a routine
outlet. Dismissing a defined custom
Adidas
part of their global strategy; in Brazil
typeface, Byron have an adaptable
‘Speedfactory’ which will see them
you’ll find their iconic apple pie filled
appearance, allowing the logo to be
focus production in American and
instead with bananas, and in Spain you
anything from a colourful neon sans
Germany through a local lens. Hoping
can buy Gazpacho. With a lack of trust
serif font to a glamorous gold script.
to be more responsive to regional
increasingly associated with global
This flexible approach
allows the
requirements and quicker to market
corporates, McDonalds has long-
brand to camouflage in a number of
with emerging trend pieces, design
understood the value of connecting
environments and has helped Byron to
and development of the ‘Speedfactory’
with local markets, shifting the focus
feel more local and authentic, avoiding
goods
from their global brand to their tailored
the often-negative association with
automated, decentralised and flexible
and considered international menus.
restaurant chains.
manufacturing technology.
flexible
graphic
approach
recently
will
be
opened
controlled
their
by
an
THE LOCAL
www.philips.nl
www.everlane.com
Starbucks S.A.D lighting - The ‘Energy Up’ cafes by Starbucks and Phillips, show how a simple yet strategically savvy thought helped the brand authentically connect with the Dutch community during the long winter months.
www.mprnews.com
Everlane - Everlane recently conducted ten localised events in five US cities, centering on an in-transit lifestyle. As an online-only brand, Everlane are taking their local presence seriously.
www.globalatalanta.com
Jewel
Every Table - Recently opened in LA, Every Table adjust their pricing stratey based on the location of their restaurants and the local market’s socioeconomic position.
www.psfk.com
TAILORED EXPERIENCES In addition to tailoring product and
Demonstrating the value in delivering
the city. Here they set up shop in the
personality to local tastes, brands
local
retailer
concept store-come-cafe ‘Maketto’,
have been using cultural differences
Everlane have tailored local campaigns
where consumers could meet for
to create experiences that feel more
to
the walking tour.
tailored to a specific locale. The
awareness that is helping the brand
recently opened LA based restaurant
feel more rooted in the mindset of
The ‘Energy Up’ cafes, created in
Every Table offers a business model
their various consumer communities.
collaboration
that
and
As part of the launch activity for their
Phillips, show how a simple yet
disruptive in its delivery. The chain
new Commuter Backpack, Everlane
strategically savvy thought helped
has adapted the price of their locally
conducted ten localised events in five
the
made meals in line with the location’s
US cities, all of which were based
with the Dutch community. The cafe
socioeconomics, allowing those with
around an ‘in transit’ theme. Taking
concept recognised that many Dutch
more available income in one area to
over the design store Calliope in New
citizens suffered from the lack of light
help out those with less in another.
York, the space provided a place for
during the winter months. Starbucks
Colour blocking, bold typographic
customers to socialise and shop
hoped to cure this by giving its
touches
neighbourhood-style
whilst also serving as a starting point
customers a double dose of energy-
photography are used in their branding
for a guided bike tour. In Washington
signature coffee and exposing them
to further represent their desire
the
to the bright lamps which mimick
to feel accessible to and for the
with Local; - an online platform that
local community.
encourages people to get to know
is
both
and
contemporary
experiences,
demonstrate
brand
online an
partnered
affinity
with
and
‘Walk
the
brand
effects
with
www.highsnobiety.com
Starbucks
authentically
of
natural
and
connect
www.highsnobiety.com
daylight.
13 14
AT THE HEART OF MY COMMUNITY Tapping into the guise and skillset
For
example
their
of their local community, Pernod
store in New York is working with
Ricard’s Our/Vodka is an idea that
the Brooklyn’s Eagle Academy to
is both inspirational and innovative.
bring a programme of after school
A vodka brand centred around one
activities. The next is the hiring
recipe, its production differs based
initiative,
on the local ingredients sourced by
workforce live within a five-mile
the various micro distilleries. This
radius of their select store, allowing
enables each location’s distiller to
them to use their familiar faces to
give the vodka a locally and culturally
further facilitate a repertoire rooted
inspired twist. This is not only
in the community.
which
community
requires
www.fivestardoa.com
their
prevalent in their use of ingredients, but the fact that each distillery is
Karma
Cola,
the
independent
run by local ambassadors, giving the
cola brand that has gained mass-
brand a true connection to the heart
market appeal with their fairtrade
of a number of global communities.
formula, tells a local story to
For example in Berlin the brand is run
connect consumers with their kola
by two fashion designers, whilst the
nut farming community in Sierra
distillery in New York has been taken
Leone. With colourful and illustrative
over by a skate and bike collective.
packaging paired and a promise to give 3p from each bottle sale back to
On the other hand the Nike Community
the local kola nut producers, Karma
Store programme encapsulates a
Cola are challenging the global
vision less around skillset, but more
cola
around building and empowering a
the value of telling a local story to
healthy local community. There are
drive brand affinity.
brands
and
demonstrating
Karma Cola - Karma Cola, a challenger soft drink brand, is taking on Cola-Cola with a Fairtrade and organic version of the famous sugary drink, which gives 3p of the cost of every bottle sold to local cola nut producers in Sierra Leone.
two core principles that sit at the heart of their programme: the first is a grant scheme for which they allocate $5,000 to eight local non-profits, who in turn are required to use the money
www.nike.com
to work with kids to drive early positive experiences with physical activity.
Nike Community store - the latest opening in Detriot like many other Nike stores aims to recruit from the local area, offer curated and locally-specific products, encourage its staff or ‘nike community athletes’ to volunteer hours to the community and donate to local not-for-profit organisations.
Our Vodka - With five distilleries up and running – in Berlin, Seattle, Detroit, Amsterdam and London – and Los Angeles, Miami and New York set to come online in 2016, the network is building. Each site has its own local team of “partners”, who “really care about their city” and are entrusted with business development at that site.
www.eatwithyoureyes.co.uk
THE LOCAL
Jewel
WHAT THIS MEANS FOR YOUR BRAND RIGID VS FLEXIBLE: While it’s important to have universal appeal, considering cultural differences is key in creating relevancy in local markets, therefore the need to be agile and adopt a flexible mindset is key. STAFF AS ASSETS: The involvement of your employees is essential in amplifying authenticity. Consider how they can be used as assets on the ground to strengthen and build a sense of community. INJECT A LOCAL PERSONALITY: Consider and commission local talent and use these collaborations to further drive cultural relevancy. CONNECT WITH YOUR CONSUMERS: Think about how technology can be used to create a more culturally relevant perspective and positioning.
15 16
www.morihata.com
GLOBAL VS.
local
Travels Tr vels TIME
“Tapping into expertise, knowledge, rituals”
As desire
millennials to
demonstrate
discover
experiences, responding
new
many with
new
a
and
novel
brands
are
products
that
play on the art of unearthing and incorporating
lost
skills,
crafts
and
rituals; Here we explore brands that are delving into the past for traditional processes and customs from previous generations
to
deliver
unique
and
surprising experiences. Morihata Binchotan - As the global beauty market embraces the cleansing power of charcoal, we look to brands such as Morihata for their expertise in sourcing unique Binchotan charcoal. Traditionally made in the Kishu region of Japan since the Edo period (1603-1868), Morihata tell a rich story around the traditional methods used to create the Binchotan charcoal. Used to “absorb chemicals in tap water, remove toxins from the skin, capture moisture and odours from the air and stimulate healthy soil in the garden”, it seems there is no end to the uses we will be putting charcoal to soon.
17 18
TIME
Travels
BORROWED RITUALS The
global
beauty
brand
Lush
Cosmetics recently launched its latest product innovation- solid mouthwash
www.lushcosmetics.com
tablets inspired by the traditional Japanese ritual of gargling. A custom that is said to have been around since the Heian period, ‘bukubuku’ (rinsing the mouth) and ‘garagara’ (rinsing the throat) gargling techniques have traditionally been used to cleanse of impurities after coming in from outside or following a meal. With three flavours, the Ugai variant is packed with Australian antibacterial tea tree, Atlantic sea salt and green tea powder, which is regarded as a medicinal herb in Japan. These ingredients add another layer of credibility and provenance to the product. By basing the ritual around the behaviours of a trusted Japanese generation, Lush has created both intrigue
and
confidence
Lush Ugai Mouthwash
around
www.themefienddemos.com
a product experience that could otherwise be polarising. Consider how your brand might borrow from a local ritual or experience originating from afar- where might inspiration
www.outshinery.com
come from next?
Melovino - Said to originate from Northern China around 9000BC, mead officially makes a comeback thanks to the likes of Game of Thrones and saturation of the craft beer and wine market. As small batch meaderies such as Melovino emerge in Brooklyn, expect to see meaderies in a railway arch near you soon.
For the Lush consumer the key is to have trust in the borrowed ritual; for it to form a delightful step of engagement with the brand. Birch
water
brand
Tåpped
www.ebay.co.uk
Harry’s - As Harry’s steps into Target stores this year, the male grooming brand is set to take things back to a time when things were simpler, less cluttered & easy to access; Harry’s promise not to keep their razors under plastic lock and key, as we’ve been used to in recent years!
has
integrated their traditional technique of ‘tapping’ birch trees into the consumers
packaging
experience
with similar success. Each carton mimics the Nordic birch trees from the ‘Forests of Finland’ and requires the consumer to pierce the carton with a striped straw. Whilst a number of birch waters enter the wellness drinks aisle in transparent plastic bottles, Tåpped stands out from the crowd thanks to its disruptive packaging format that helps to tell the brand’s story around the ritual of extracting the product.
www.hipandhealthy.com
Huit Denim - Hiut Denim are reinvigorating the local skill and craft left behind by the largest jeans factory in Britain for more than 30 years.
BORROWED EXPERTISE Let’s face it; we’re all an expert in
As consumers move away from
something. The Danish are typically
a desire for standardisation and
good at design, the Belgians have
towards an experience that echoes
perfected beer and it seems the Welsh
the local culture, we predict that we’ll
have perfected the craft of denim.
see more and more brands tapping into local expertise to better reflect
People are looking for more local
the local culture through design.
and authentic experiences and some brands are realising the value of
REINSTILLING RICHNESS
tapping into local knowledge and expertise to help deliver this. www.theindependant.co.uk
Fuelled by political unease at home
In the small town of Cardigan in
and negative press associated with
Wales, Hiut Denim is harnessing 30
the high-street giants, some brands
years of local skill and craft left behind
are suffering from a lack of trust and
by the largest jeans factory in Britain.
changing perception that smaller,
Dewhirst previously employed 400
local brands are more trustworthy.
people locally and produced 35,000
Reacting to these new impressions,
pairs of jeans a week, but left town
many
in 2002. Utilising the expertise of the
reaching into their past and dusting
local artisans, known within Hiut as
brands
are
down the archives in an attempt to
the Grandmasters, the responsible denim
established
www.hiutdenim.co.uk
feel more honest and authentic.
brand is employing the available
Recent redesigns for a number of
on their doorstop. Heritage and
alcohol brands such as Guinness,
craftsmanship are at the heart of
Johnnie Walker and Budweiser have
the brand story and are supported
all delved into previous executions
by its desire to ‘Do One Thing Well”,
for inspiration when it comes to new
offering just 4 styles of denim,
designs. But alcohol isn’t the only
with a peak manufacturing output
category doing so, as many brands
of 10 jeans per week. Hiut has a
are having to work harder to reinstill a
passionate mission to return jeans
richness previously there, a richness
local
skill
and
craft
manufacturing to Cardigan and is
that had been designed out in the
beginning to do so thanks to its focus
www.westelm.co.uk
quest for simplicity and standout on shelf. As a result, several brands
on local craft and skill.
are reworking the lost detail and Modern interiors brand West Elm
craft into their identities, or simply
is also borrowing local expertise as
borrowing design from a richer time.
part of its hotel launch. The store’s latest retail innovation plans to arrive
The Co-op has reinstated their
in 5 smaller cities across America
mark from the late 60’s- a time
in 2018 and will celebrate the
when people understood the brand
individuality and unique expression of
to be a cooperative and an integral
each location. Using local designers
part
and craftsmen, each store/hotel
of
the
local
community.
Received with nostalgic memories,
www.mypbrand.com
aims to reflect the unique style,
the iconic mark is applied with
craft and culture from each region
minimalism
through the interior design, artwork
borrows from the Co-op’s past whist
and selection of West Elm products.
feeling
fresh
and and
successfully contemporary.
19 20 www.it’snicethat.com
TIME
Travels
We can’t help but wonder if you borrow from the past, where do you go next? NatWest have built upon a 3D mark from their original brand guidelines whilst developing a wider identity
that
successfully
builds
on the old with vibrant, modern illustrations. This comes at a time when consumers are lacking trust in banks and increasingly questioning the role of the physical branch. Natwest’s update helps to build on established trust whilst portraying the brand as a modern, digital player moving forwards. Building on the cube and extending this 3D identity across physical and digital communications, the identity has a comfortable balance between old
www.iamrobyn.co.uk
and new, reflecting the impossible architecture the
of
M.C.Escher
contemporary
digital
NatWest - NatWest have adapted a 3D mark from their original brand guidelines whilst developing a wider identity that successfully builds on the old with vibrant, modern illustrations.
and game
Monument Valley. With 10 million glasses consumed every day across 150 countries,
Budweiser - As part of Budweiser’s most recent rebrand, the global beer brand moved away from the ‘bowtie’ can design and towards an aesthetic closer to previous iterations. In a bid to appear authentic and communicate the craft behind the great American brew, a number of elements of the design have been hand-drawn and appear to borrow from Budweiser’s portrait heirarchy from the past.
Guinness has grown to be an iconic brand recognised globally. The latest redesign reinterprets the harp with more detailing and contains elements of letterpress typography in the word mark, helping to reinforce the craft that goes into producing the iconic beverage.The key to borrowing from the past is to ensure that the new design is the right balance of the ‘old’
www.creativereview.com
re-appropriated with the ‘new’ and not just a direct lift from the archives.
www.designbridge.com
www.designbridge.com
www.underconsideration.com
WHAT THIS MEANS FOR YOUR BRAND BE ADVENTUROUS: Surprise your consumer with a new ritual or tradition and allow them to explore alternative parts of the globe through your brand lens. BE DISRUPTIVE: Allow a new packaging structure or format to tell the story of your ritual and wholly engage the consumer in the process. BORROW FROM THE LOCALS: Tap into local knowledge, artists and experts to help give your global brand deeper local relevance. BE HONEST: Be honest and consider what about your previous identity was resonating most with consumers, you might just be able to bring a touch of it back. RE-APPROPRIATE: It’s not enough to simply lift design from the archives, consider the heritage associated with your brand and how to re-appropriate nostalgic designs to feel more local and authentic.
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WHAT ELSE KEEPS US BUSY? The nights are drawing in which can only mean one thing; we’re truly in the winter months. Whilst London embraces all that is festive, we’re keeping busy with these local activities...
www.nhm.ac.uk
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WILDLIFE PHOTOGRAPHER OF THE YEAR
www.craftyfoxmarket.com
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CHRISTMAS FAYRE WITH THE CRAFTY FOX MARKET
Returning for its 52nd prestigious year at the Natural History Museum is the Wildlife Photographer of the Year exhibition. The beauty, majesty and awe inducing images are really not to be missed.
This free market brings crafty christmas wares to The Museum of London Docklands. With local crafters and makers, we’re looking forward to finding gifts for even the pickiest of designers in the studio.
South Kensington, £10.50-£13.50 www.nhm.ac.uk
Canary Wharf, Free http://www.museumoflondon.org.uk
GLOBAL VS.
www.bompasandparr.com
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BEYOND THE WATERFALL; BOMPAS AND PARR
www.designmuseum.org
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DESIGNS OF THE YEAR AT THE (NEW!) DESIGN MUSEUM
Bompas and Parr create the ultimate grown-up grotto at Westfield this December and deliver an undersea mythical cocktail bar inspired by fairy tales and science fiction- a magical way to celebrate the season!
We can’t wait to visit the new Design Museum and will be popping in to see the return of Designs Of The Year. We love Unmade, the digital knitwear start-up using technology to create bespoke clothing.
Stratford, £15.00 www.bompasandparr.com/projects/view/beyond-the-waterfall
High Street Kensington, £10 www.designmuseum.org
www.timeout.com
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local
RECORDS AND REBELS 1966-70
www.londontheinside.com
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SLIDERS ROOFTOP CURLING
We can’t wait to see the V&A’s exhibition in partnership with Levi’s. Presenting a glimpse at music, design and film from the era, it tells the story of rebellion and it’s influence on fashion, art and politics in the 60’s.
Already lusting after the 2018 Winter Games? Then you should slide on down to Stratford’s Roof East. Featuring neon lit lanes, live DJ’s and festive street food, Slider’s brings London’s first rooftop curling club.
South Kensington, £16 www.vam.ac.uk
Stratford, £10-£12.50 www.sliderscurling.com
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NEXT TIME... Keep an eye out for our Spring edition of Radar coming in 2017; we’ll be exploring what’s new and next in design across a number of industries from fashion to architecture and the effect we expect it to have on packaging design in 2017. Until then we’ll be enjoying the various mulled wine and cider lodges London has to offer! Keep an eye on what we’re busy doing on instagram; @echobranddesign Keeping up to date on trends is easy; sign up to our publications list today by contacting Nellie Veltman and we’ll be sure to keep you in the loop. What else is on our radar? Take a look at the ECHO website to keep up to date with our thought pieces, provocative blogs and latest versions of Absolem, a written publication that imagines the future wonderlands for brands.
Creative Director Andrew Capper andy@echobranddesign.co.uk Marketing Director Nellie Veltman nellie@echobranddesign.co.uk
Contributors Andrew Capper Niall McRiner Jessica Skinner Benjamin Farrell Peter Bolton Follow us @echobranddesign @echobranddesign Instagram @echobranddesign
www.echobranddesign.com
INSPIRATION - INSIGHT - IDEAS
Design trends curated by the ever-curious at ECHO Brand Design
SPRING 2017 #10
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Here at ECHO we’re passionate about delivering design with madness, magic and meaning. Want to hear more? Pop in and let’s ponder the future of brands together over a smoothie or cuppa...