RADAR Magazine | #11

INSPIRATION - INSIGHT - IDEAS

Design trends Magazine curated by the ever-curious at Echo

THE RISK ISSUE 2018

SPRING 2018 #11

RISK ISSUE

WELCOME TO RADAR DESIGN TRENDS MAGAZINE CURATED

BY THE EVER-CURIOUS AT ECHO.

Creative Director Andrew Capper Marketing Director Nellie Veltman

Contributors Jessica Skinner Eva Fernandez Niall McRiner Ailsa Dormon

Follow us @echobranddesign instagram/echobranddesign www.echobranddesign.co.uk

THE RISK ISSUE Spring 2018 #11 An exploration of inuential visual codes, cues and aesthetics that will resonate with consumers tomorrow.

The risk issue of Radar explores the revolutionaries, the mavericks and the rebellious. We keep an eager eye trained on the brands and the inuencers that are defying the rules and leading the way in terms of a new agenda and aesthetic.

In our latest issue, we examine these inspiring and critical risk-takers and their new visual and verbal worlds that are impacting brand design from fashion to foods.

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https://abacuspills.com/

www2.hm.com/en_gb/index.html

www.girlfriend.com

BREAKING THE MOLD Breaking out of the physical restraints and rules imposed by traditional category codes and ideas. These are the brands that are changing pace, inuencing markets and driving new consumer behaviours.

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ACTIVIST SPIRIT Standing for something and celebrating a new norm, these brands are rebelling against the status quo and championing a wealth of fresh attitudes. Breaking taboos, challenging gender stereotypes and questioning convention to pave a new way. These brands are bold, brash and an assault on the senses.

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FLAWSOME In our world of uncertainty, people want honesty and humanity, even if it reveals the aws. This new appreciation of authenticity is changing the way we see beauty and appreciate aesthetics. These brands are baring all and gaining respect and desire as a result.

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RISK/ NOUN: RISK; PLURAL NOUN: RISKS • A SITUATION INVOLVING EXPOSURE TO DANGER.”FLOUTING THE LAW WAS TOO MUCH OF A RISK” • THE POSSIBILITY THAT SOMETHING UNPLEASANT OR UNWELCOME WILL HAPPEN. Often, risk is the notion that we could expose ourselves to danger. Therefore something to be avoided. However, for brands and design, risk is the possibility of something exciting, the chance of disrupting the status quo, the choice to do things differently, better. It’s the opportunity to build new systems, craft new materials and create new tastes. It’s the chance to embrace progressive cultural shifts and lead the way.

Change often seems risky, but change is our only constant. When we embrace it, we can achieve great progress.

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As global issues influenced the rise of miniskirts in the 60’s and London’s punk scene in the 70’s, today’s political climate and era of activism is influencing brand behaviour. We are moving through a time of global uncertainty and volatility as negative headlines dominate the media; political turmoil, nuclear threats, unstable economies and warming oceans, to name a few.

Remarkably, this uncertainty hasn’t wavered our energy or optimism, but it does create a platform of greater demands and requirements from us all.

For many, this uncertainty has led to resilience, a demand for more and the expectation for things to take a turn for the unexpected.

That’s why the rebels and risk-takers, the leaders that are driving change and taking us on an unexpected journey intrigue us. Today there is an appetite for change - not submitting to the way things were done before. We are looking to disrupt, rebel and reject the original rules in favour of something new and we are looking to brands that lead the way. Now brands are seen as being as powerful as governments, it is those that take the risks and that stand by their purpose that will be the rebels people will flock towards.

“PROGRESS ALWAYS INVOLVES RISKS. YOU CAN’T STEAL SECOND BASE AND KEEP YOUR FOOT ON FIRST.” — FREDERICK WILCOX

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https://abacuspills.com/

BREAKING THE MOLD

Breaking out of the physical restraints and rules imposed by traditional category codes and ideas. These are the brands that are changing pace, inuencing markets and driving new consumer behaviours.

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BREAKING THE MOLD As we become more aware of our responsibilities as consumers, we see a rejection of the traditional way things have come before and new imagined possibilities. Seemingly familiar products from water bottles to burgers are being redefined.

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Function of beauty - future aesthetics for sustainable haircare

RE-THINK THE EVERYDAY Companies such as Impossible Foods are challenging audiences to rethink their everday shopping lists and to expect more in terms of innovative and new models. At a time when many consumers are turning to a meat-light diet, Impossible Foods have spent the last five years developing a uniquely ‘meaty’ meat-free burger that has all of the sensory qualities of meat- the flavours, textures and aromas that people have come to love. The result is a ‘carnivores delight’ made entirely from plants, with lower impact and emissions than traditional meat production. Their bright and bold aesthetic helps them to stand out as a fresh change in the hamburger market.

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Memo bottle - a fresh look at the re-usable water bottle

Meat free ‘carnivores delight’

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Abacus Pills - the new way of consuming energy

CHALLENGING MATERIAL PERCEPTIONS

Modern Meadow is also exploring animal free alternatives and has launched Zoa a sustainable alternative to leather.

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As people become more aware of the global impact of some of their favourite items, brands will need to react and update their products to suit a more sustainable lifestyle.

Zoa - the world’s first bioleather materials brand

Using fresh new formats and new experiences to help build brands has never been more important.

6 De-clutter and cut back with New Wash

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DIY Beauty made easy with Sheamoisture

New drinking formats with edible vodka from Smith & Sinclair

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Tiffany’s Blue Box Cafe Building new brand dimensions

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BOLD SIMPLICITY

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Meundies, presenting a new way to refresh your underwear

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Personalised daily vitamins from care/of

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Billie - subscribe to receive your best personal razors

NEW REINVENTIONS OF RETAIL MODELS Not only do brands have to update their models and materials, but also their user experience. As automotive brands offer longer test drives and modern mattress brands offer 100-day free trials, Pirch are establishing themselves in the experiential retail space and reinventing ‘try before you buy’. Allowing consumers to test everything in store from grills and ovens to showers and spa-like bathtubs, Pirch break free of traditional homeware retail models by disrupting the typically distanced shopping experience and providing a fully immersive service.

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A reinvention of try before you buy from Pirch

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Together Hostel present a refreshed look at the hostel layout.

A NEW WAY Together hostel are another brand proving that just because something has been done a particular way for decades, that’s not to say that it won’t benefit from change. Together hostel is rejecting conventional hostel formats, instead finding inspiration from music festivals. Tent-like sleeping quarters surround a communal/social/stage space.

1 The impossible burger www.impossiblefoods.com 2 Abacus Pills https://abacuspills.com/ 3 Memo Bottle www.memobottle.eu.com/ 4 Function of Beauty www.functionofbeauty.com/uk/ 5 Zoa http://zoa.is/ 6 New Wash from hair story https://shophairstory.com 7 Shea Moisture www.sheamoisture.com 8 Smith & Sinclair www.smithandsinclair.com/ 9 Tiffany’s Blue Box cafe www.tiffany.com

10 Meundies www.meundies.com/ 11 care/of https://takecareof.com/ 12 Billie https://mybillie.com/ 13 Pitch www.pirch.com/home 14 Together Hostel http://togetherhostel.book.direct 15 648 degrees chicken www.thedieline.com/ blog/2017/8/10/648 16 Made coffee www.madecannery.com/ 17 Clear coffee www.clrcff.com/

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MADE coffee, made locally and canned for you.

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Functional Chicken packaging reimagining familiarity

CLEAR COFFEE. Coffee that doesn’t stain your teeth

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NEW INSTITUTIONS AND SERVICES From this revolution of new models, materials, retail worlds and formats emerges new institutions and services. Petal, for example, stands out alongside a new generation of banks, defying the traditional rules of banking with a credit card that has absolutely no fees.

Petal’s new business model is reflected both visually and through their service.

There is a level of risk for everyone, but without pushing category boundaries and adapting with changing user demands it’s very easy to be left behind. The risk is worth the benefit. Defy the expected codes and find a better way.

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Petal, a new aesthetic for a new kind of credit company

REIMAGINING FAMILIAR PRODUCTS

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Quip toothbrushes bring personalisation to brushing

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Evan Fay Design - Reimagining new forms from the familiar

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Bold simplicity from Brandless

18 Petal www.petalcard.com/ 19 Quip toothbrushes www.getquip.com 20 Evan Fay Design www.evanfayfurniture.com 21 Brandless cookies https://brandless.com 22 Issue Professional http://issueprofessional.com/en/ issue-professional-color.html 23 Whisky me www.whisky-me.com

WHAT THIS MEANS FOR BRAND DESIGN 22

Issue professional colour brings utility to bleach packaging

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New format best whiskey in a pouch from Whiskey Me

• Defy category codes when it comes to format and break free of the standard forms across the competitive shelf.

• Rebel against the visual codes as set by your competitors and introduce a fresh colour palette.

• Break convention and strip back communications on pack; allow the product and brand to sing.

• Consider your consumer an expert – break free of the produce-provide model and allow your consumer to tailor and customise their products at home.

• Consider the un-met need and the long term sustainable solutions.

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ACTIVIST SPIRIT

Standing for something and celebrating a new norm, a number of brands are rebelling against the status quo and championing a wealth of fresh attitudes. Breaking taboos, challenging gender stereotypes and conventionality and paving a new way. These brands are bold, brash and an assault on the senses.

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Beavertown using distinctive and energised illustration, colour and messaging to reflect individuality and purpose.

ACTIVIST SPIRIT Out of global chaos, more chaos is born. At a time of global uncertainty and scepticism towards the establishment, today’s generation of consumers are seemingly more aware of their impact on the world and their ability to improve it than ever before. They’re standing up for what they believe in and they expect brands to stand alongside them.

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Mére Soeur empower women through championing all things breast.

Global fashion brand Monki, owned by H&M uses bold empowering statements to create its campaigns actual visual language.

WE ARE SEEING REAPPROPRIATED CODES, BOLD MESSAGING AND EXPLOSIVE ILLUSTRATION CREATING AN ENERGETIC AND EXCITING AESTHETIC.

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Thinx makes periods political, raising awareness of period poverty through strong messaging, photography and use of illustration

Lately, Thinx pants and Monki have been front-of-mind for championing issues central to women today and casting them into the limelight. Periods, body hair and expectations of gender are being redefined and celebrated.

UNAPOLOGETIC In their use of nudity and matter-of-fact language, Thinx pants stand for ‘any menstruating human’ and encourage people to embrace ‘the fur’ in a way that could have been dangerously polarising in previous years.

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Proud, loud individuality from Pat McGrath

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Camper celebrates authentic beauty

Bold is beautiful with Bleach London

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Red Red super stews mix up the energy of Africa with vegan vibes.

Celebrated through traditional pattern with a twist.

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Coconaut- A celebration of personality through unique illustration.

As we feel more comfortable with bold selfexpression, our desire for abstract, graphic patterns in print and colour continues to grow.

Consumers are striving to have their voices and individual preferences heard and how better to do so than in a bold tribal print or abstracted, digital blur. Visually, this activist spirit manifests as uncontrolled, explosive patterns, adorning materials from Gucci suits to wallpapered bathroom interiors. There’s even a revival in the 70’s-popular material Terazzo as Elle Décor reported Pins for “terrazzo” were up 316% this year. We now see them peppered across bathrooms and interiors as both tiles and cast products.

EXPLOSIVE PATTERNS

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Bold wallpaper design as seen in InteriorBe

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Terrazo from Max Lamb

SUBVERTING AND CHALLENGING TASTE Many brands are recognizing the power of their own voice to create change through championing their individuality. Digital tools and social media have connected people and brands more closely than ever before.

With this endless digital connectivity, we now have the tools to generate movements and create a ground swell much faster.

Alessandro Michele’s menswear collection for Gucci Spring 2017 celebrates his own personal interpretation of the notion of travel.

It is bold and brave in its uniqueness.

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Bold wallpaper as seen in sheerluxe

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Issey Miyake Fall 2017

Vivienne Westwood’s latest collection A/W 2018

Long established in a rebellious fashion space, Vivienne Westwood’s latest collection A/W 2018 struck a similar chord, with a theme of war and uprising running through it “You all know what I’m up to, I use fashion as a vehicle for activism“. And her collection was debuted first, not at a fashion week event, but through a short film online. From the global women’s march to petitioning for #freeperiods, brands are much more vocal and quick to align themselves with social and political causes.

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Gucci mensware Spring 2017

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Kaibosh brings desire, fun and humanity to a clinical world of glasses

To stand for something, means not standing for everything. The rebellious brands bringing change and revolt are not afraid to alienate or surprise and often are not trying to capture the whole market, but appeal to the niche that aligns with their attitude.

Kaibosh glasses store in Norway revolts against the sterile and clinical environments of typical opticians and instead incorporates bold typography and illustration in what is a brave and expressive identity. More human than the competition, their use of patterns and eyelashes depicted in a heavy line weight come across as playful and spirited and are a welcome change in the unemotional world of opticians.

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Jungle Juice brewery - Inspiratonal energy to reect its personality.

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Mochila - A new aesthetic for a new future of probiotic milk

BREAKING TABOOS 19

1 Beavertown www.beavertownbrewery.co.uk 2 Mére Soeur https://meresoeur.com 3 Monki www.monki.com/en_gbp/index. html 4 Thinx https://www.shethinx.com 5 Camper www.camper.com/en_GB 6 Pat Mcgrath www.patmcgrath.com 7 Bleach London https://bleachlondon.co.uk 8 Red Red Stews www.theredred.co.uk 9 Coconaut http://coconaut.com/en/main-site/ 10 Wallpaper www.interiorbe.com 11 Terrazo http://maxlamb.org 12 Wallpaper https://sheerluxe.com 13 Vivienne Westwood www.viviennewestwood.com 14. Gucci www.gucci.com/uk/en_gb/ 15 Issey Miyake https://www.isseymiyake.com/en/

WHAT THIS MEANS FOR BRAND DESIGN Be playful and expressive through illustration – don’t be hung up on trying to appeal to everyone •

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16 Kaibosh www.kaibosh.com 17 Jungle Juice www.junglejuicebrewing.com 18 Mochila www.mochilalife.com 19 H&M Campaign www2.hm.com/en_gb/index.html 20 Temescal Brewery www.temescalbrewing.com 21 Dior www.dior.com/home/en_gb

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A fresh take on beauty from H&M

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Layer up detailing from texture, illustration and typography, and don’t be afraid to incorporate clashing graphic elements.

Reject the conventional and embrace the slightly nonsensical style of Dadaism through collage and photomontages.

Display the maverick side to your brand through colour and illustration and stand about among the conventional brands next to you on shelf.

Remember your purpose don’t do it if you don’t believe it.

Use bold messaging and tone of voice to get heard.

A creation of controlled visual chaos from Temescal Brewing

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Dior Spring/Summer 2017

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www.girlfriend.com

FLAWSOME

As brands are becoming activists and consumers are standing up for new truths, the ultimate in not conforming is disregarding out-dated ideals and embracing the imperfect. Brands are baring all and consumers are respecting this approach. In this world of global uncertainty and anxiety, people want honesty, authenticity and humanity, even if it shows the aws.

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FLAWSOME We are frequently subject to ambiguous politics, unclear environmental issues and unstable economies. It is, therefore, unsurprising that consumers are looking for clarity and honesty in their everyday lives. And there’s a host of brands stepping up to the mark.

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Accessories from Vince Camuto take pride in showing off what’s inside.

Freitag Bags made from used truck tarpaulins to create waterproof bags.

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Showing off what’s inside with Jeremy Laing

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Transparent accessories from sfd.

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Transparent accessories from Public Desire.

BARING IT ALL Diesel has recently challenged unattainable ideals of perfection within the fashion industry with their ‘go with the flaw’ campaign. This campaign champions embracing your own quirks and makes a high-end fashion brand feel more approachable and human.

We are told now more than ever to accept ourselves as we are, a difficult feat whilst still indulging in a market that survives by selling perfection. There is a newfound respect for the brands that reject selling for their own selfish purpose and embrace working with consumers to help both parties benefit.

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Dominos pizza instagram Brands champion their reality

1 Freitag www.freitag.ch/en 2 Vince Camuto www.vincecamuto.com 3 Jeremy Laing www.jeremylaing.com 4 sfd. http://sfd.co.uk/our-brand/ 5 Transparent boots www.publicdesire.com 6 Dominos instagram www.instagram.com/ dominos/?hl=pt 7 Diesel https://uk.diesel.com

THE PERFECT IMPERFECT

8 Monzo https://monzo.com 9 Batch Organics https://batch-organics.com 10 KFC www.kfc.co.uk 11 Hans Brinker http://hansbrinker.eu 12 Lush https://uk.lush.com/ 13 Michelle Maguire www.michelle-maguire.com/ wardrobe-snacks/ 14 Frank Body www.frankbody.com/uk/ 15 Dirty Burguer www.eatdirtyburger.com 16 Intermarché campaign https://vimeo.com/98441820 17 Misfit https://misfitjuicery.co 18 Ugly Drinks https://uglydrinks.com

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Go with the flaw - Diesel creates desire from what’s real

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It is not just the perceived ‘flaws’ of consumers that are being celebrated.

More and more brands are showing their own humanity by being more open about their imperfections. It’s the admission that we all make mistakes that connects us as human beings. Brands who join in with this acceptance appear more trustworthy and authentic.

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KFC don’t hide their apology

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Listening to the community. Monzo Bank

Batch Organics use tone of voice to say it how it us.

Monzo, for example, asks their community to suggest features, give feedback and help test out their app. Monzo, in comparison to typically opaque banks, accepts that they’re not perfect and believe that with the help of their users they can always improve. KFC have taken it one step further with their recent admission of guilt. When troubles with their supply chain caused store closures and reduced menus KFC responded with a witty apology shifting them from a faceless corporation to a group of human beings striving to bring their consumers a high quality product with high quality service.

11 Hans Brinker Hotels play on refreshing honesty

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Lush champion the virtues of handmade imperfection.

Frank Body design a fresh honesty into their beauty products

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The Wardrobe Snacks photography series from Michelle Maguire celebrates ‘informal and perhaps a bit awkward’ eating scenes.

Brands such as Lush and Frietag are even embracing the impurities of the products they are selling. Lush have long been accepting of soaps that are not perfectly formed. Bath bombs that are a little chipped or misshapen still fly off the shelves when combined with friendly customer service and transparency of product. Frietag have turned used truck tarpaulins and discarded bicycle inner tubes into functional, water-repellent, bags. The selling point of each, being that every bag has been upcycled, and every bag has its own unique quality. Waste materials have become the new provenance and ‘recycled’ has been accepted as a new quality cue.

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Our appreciation of honest aesthetics is changing the way we see beauty. Gone are the days of photo-shopping food products to look synthetically perfect as we now understand the beauty that comes from the real. Tasty, natural and healthy ingredients take place above foods grown unnaturally for mass production and perfection.

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Dirty Burger celebrates taste without product.

Looking further into the future, as AI increasingly replaces human interaction, consumers will crave trustworthy and reliable human interactions even more. Brands will have to continue to adapt to this changing demand and bare all.

16 Intermarche, Inglorious Fruits & Vegtables Campaign

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Misfit Juicery – Celebrating the oddballs in food, and in life, these juices are fighting excessive food waste buy embracing the misfits

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Ugly Drinks – Straight talking, embracing the natural and saying it as it is

WHAT THIS MEANS FOR BRAND DESIGN •

Your tone of voice is integral to communicating and showcasing your values. Consider your audiences frame of mind and insecurities and tailor your communications to build a transparent relationship between brand and user.

• Question your definition of beauty. Throw out traditional colour pallets and don’t hold back from creating something new that celebrates a different visual appreciation.

• Be loud and proud and celebrate diverse aesthetic worlds. Celebrate how different graphic styles can work together.

• Celebrate the beauty of the imperfect to hero the real and honest.

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WHAT ELSE KEEPS US BUSY?

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VOTES FOR WOMEN

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LONDON COFFEE FESTIVAL

2018 is the 100th year anniversary of women receiving the right to vote. Commemorating this historic moment the Museum of London is celebrating its incredible Suffragette collections.

This years London Coffee Festival is being held in Spitalfields where there will be over 250 artisan coffee and gourmet food stalls. There are also loads of great events on from live latte art to home barista workshops.

Moorgate https://www.museumoflondon.org.uk

Whitechapel, https://www.londoncoffeefestival.com

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ANOTHER KIND OF LIFE

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SOMEWHERE IN BETWEEN

This exhibition depicts a more diverse, authentic, view of the world; capturing the identity of communities on the fringe of society.

The photographs are a refreshing hit of the realistically natural that documents life within the various communities.

Discover four immersive installations produced by artists Martina Amati, Daria Martin, Maria McKinney and John Walter.

Through collaborating with scientists each artist has created a room exploring the relationship between art, science and everything in-between.

St Paul’s or Moorgate Tube Station https://www.barbican.org.uk

Euston https://wellcomecollection.org/

WINNIE-THE-POOH: EXPLORING A CLASSIC

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JAY Z AND BEYONCE TOUR - ON THE RUN 2

An exploration into the relationship between writer and illustrator and the magical world of Winne-the-Pooh, the V&A describes this exhibition as ‘multi-sensory and playful’. Be sure to stop in and meet one of the most adored fictional characters in all his glory.

The global tour is in support of Beyonce’s Lemonade album and Jay Z’s 4:44 album. The power couple will perform four shows in England, culminating at the London Statium on 15th June.

South Kensington https://www.vam.ac.uk

Pudding Mill Lane Station

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NEXT TIME...

Keep an eye out for our Summer edition of Radar; 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 branding and packaging design.

Until then we’ll be enjoying London in the spring and keeping our fingers on the pulse of the cities exciting creative scene. Keep an eye on what we’re busy doing on instagram; @echobranddesign What else is on our Radar? Keep up to date by signing up to our monthly news by contacting Nellie Veltman on nellie@echobranddesign.co.uk and we’ll be sure to keep you in the loop.

Creative Director Andrew Capper Marketing Director Nellie Veltman Contributors Jessica Skinner Eva Fernandez Niall McRiner Ailsa Dormon Follow us @echobranddesign instagram/echobranddesign www.echobranddesign.co.uk

INSPIRATION - INSIGHT - IDEAS

Design trends curated by the ever-curious at ECHO

Summer 2019 #12

SPRING/SUMMER

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