RADAR Magazine | #9

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...

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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...