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01 : 11 : 19 : Weekly Debrief

Need to Know

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1 November 2019

Author: The Future Laboratory

Image: Marina Marina, Berlin


This week: craft coffee reconsidered, streamlined music-making, Adidas enters recommerce, the rise of healthy teens and a funeral parlour for the next generation.

Elixir, branding by Futura

1. Elixir gives craft coffee a futuristic twist

Saudi Arabia – Creative studio Futura has created branding inspired by the coffee creation process.

The visual identity for Elixir, a Saudi Arabia-based coffee brand, draws on inspiration from alchemy and laboratories. While coffee brands tend to rely on outmoded notions of authenticity and craft – and, in some cases, national heritage – Futura’s branding positions Elixir as a company that plays on the traditions of coffee-making with a more contemporary, futuristic approach.

With a striking blue, green and lilac palette, as well as sci-fi-inspired metallic details, its identity is a swift departure from the muted colours and stripped-back interiors utilised by many other coffee brands. Elixir also offers bottles of coffee that are reminiscent of wellness drinks such as kombucha and tonics.

A second wave of Anti-authenticity Marketing is hitting the Craft Coffee Market, as brands such as Elixir take a fresh approach to the way we brand caffeine.

Bounce music app

2. Bounce wants to transform how music is created and consumed

Los Angeles – Music collaboration app Bounce has launched a public version.

The app, which was created to streamline the workflow of industry song-making, allows music creators and their collaborators to organise tracks and compare different versions, as well as securely share demos, and send and receive time-stamped feedback.

The co-founders Talya Elitzer and Nick Sylvester envision that artists and labels will eventually use Bounce as a way to showcase multiple versions of a track, proving fans with a glimpse into the different stages of creating a song. The app is also not limited to industry professionals. ‘It could be a kid in his bedroom,’ says Elitzer, hinting at how Bounce could help to power the next generation of Social Media Music.

Infinite Play, Adidas

3. Adidas rewards customers for reselling fashion

UK – Infinite Play invites consumers to trade-in unwanted clothing and shoes in return for benefits.

Adidas has added the service to its app, encouraging its shoppers to easily trade-in worn, torn or tired products that have been purchased directly from the brand in the last five years. To use the service, existing customers can log into its Creators Club via the app, where they’ll see items eligible to trade from their purchase history.

The sportswear brand will then collect the worn gear from customers, where it will sort, clean and repair items as necessary. These will then be resold, giving them a second life and ensuring they do not end up in landfill or ocean waste. For each transaction, users will receive an e-gift card with the total value of items traded, as well as 200 Creators Club points. ‘Adidas gear was made to be played and replayed, time and time again,’ reads a statement by the brand.

By encouraging its shoppers to reconsider throwing away old garments, Adidas is contributing towards a retail future driven by the concept of Fast (Conscious) Fashion.

4. Bite Back wants to overhaul youth diets by 2030

UK – Young people are being encouraged to challenge food brands to put teenagers' health before healthy profits.

The Bite Back 2030 initiative hopes to create a world where all young people have the opportunity to be healthy, partnering with creative agency Don’t Panic on a thought-provoking campaign film, It’s Not Your Fault You Can’t Resist.

The film spotlights eight teens who, upon turning up at a restaurant for what they believe is the start of a social experiment, find out that for the past week they have been targeted with a host of junk food advertising from social media influencers, posters and radio ads. Highlighting the subliminal power of food marketing over teens' choices, each one chooses the same item – fried chicken – from a menu of 50 diverse dishes.

Despite parents trying to raise a generation of curious Young Eaters, a recent study by the University of Liverpool found that children were more likely to opt for junk food over healthy snacks, after witnessing their favourite social stars eating it.

It's Not Your Fault You Can't Resist, Bite Back 2030, Don't Panic
Exit Here, Chiswick, photography by Agnese Sanvito

5. Exit Here wants to brighten the funeral business

London – This next-generation funeral parlour is using contemporary design to break taboos surrounding death.

Created by restauranteur Oliver Peyton and situated in affluent west London, Exit Here is a contemporary funeral parlour that offers planning and hospitality services alongside design-led caskets and urns. Designed by Transit Studio, the interiors of the space diverge from traditionally staid funeral parlours, instead infusing the business of death with pastel colours and contemporary furnishings to replicate a more modern, domestic environment.

With the aim of shattering outmoded attitudes towards death, Exit Here wants to refocus the funeral industry towards the importance of celebrating life. ‘We hope that our work can help break down taboos around talking about death, so that ultimately people can really choose how they would like to be remembered and celebrated,’ says Ben Masterton-Smith, director of Transit Studios.

As we move into a new decade – and with humans living longer than ever – people are beginning to think differently about their life and embracing mortality. For more on how this might look by 2030, read our Far Futures Scenario.


To future-proof your world, visit The Future Laboratory's forecasting platform LS:N Global for daily news, opinions, trends, sector specific insights, and strategic toolkits.


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