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14 : 06 : 19 : Weekly Debrief

Need to Know

This week: A dynamic brand identity, text-based cooking, VW atones for its sins, homeware hotels and biodegradable bedding.

The Tide brand identity by Droga5 London

1. A kinetic identity for The Tide takes on different shapes

London –The brand identity and launch campaign for London’s first linear park, The Tide, is built around a kinetic logomark.

Created by Droga5 London, the logomark is a fluid, looping strip that takes on different shapes, appearing both organic and futuristic to suggest the park’s natural and man-made elements. Its dynamic nature is designed to reflect the variety of ways the park at Greenwich Peninsula can be experienced. Even in static formats, another version of the shape is always seen entering the frame.

The logomark is the hero element across all communications, including an animated social media campaign for Turning Tides Festival, which will mark the opening of The Tide to the public in July 2019.

‘Always different, always in transition, the fluid logomark represents the changing environment of Greenwich Peninsula – and the different ways Londoners can make use of this new space,’ says Chris Chapman, creative director at Droga5 London.

In a similar vein, we explore how Evolving Communications reflect the extent to which brand communications are no longer static in our Programmable Realities macrotrend.

Great Jones

2. Great Jones' free text service offers kitchen advice

US – Kitchenware start-up Great Jones has launched Potline to help customers become confident cooks.

Great Jones, which was launched in 2018, is a direct-to-consumer brand for aesthetically pleasing and practical cookware including pots, pans and ovens. Now, the company is launching a free text message service that offers anyone recipe ideas, cleaning tips and general cooking advice. The service will initially be available between 4:00pm to 8:00pm EST on Mondays and Wednesdays, when human employees will be on hand.

According to its co-founder Sierra Tishgart, text messaging friends and family is a natural part of the cooking process. ‘We really want this to feel like that you are in the middle of making pasta and your sauce isn’t landing – how would you look for help there? I would text somebody. We really realised that is just the fastest, most immediate and natural form of communication,’ she tells TechCrunch.

New brands such as Great Jones and Fall Risk are experimenting with new use cases for Text Commerce, as consumers suffer from online engagement ennui.

Hello Light by Volkswagen

3. Volkswagen's latest ad owns up to its previous mistakes

US – To mark its move into electric vehicles, the car brand is referencing its 2015 diesel emissions scandal.

The campaign, Hello Light, begins with flashbacks to news reports of the 2015 scandal, in which Volkswagen admitted to installing ‘defeat devices’ on vehicles in an alleged attempt to evade emissions testing. It then shows the new electric direction for the brand, with a glimpse of its ID Buzz, an electric version of the classic Microbus, set to be launched in 2022.

The ad marks the first time Volkswagen has used advertising to connect the electric vehicle strategy to its emissions scandal. ‘Our biggest mistake has led to the biggest transformation in the company’s history,’ says Jim Zabel, senior vice-president of marketing at VW of America.

Brands are entering a new era of transparency, in which they use their mishaps and failures as fuel for creating better campaigns and innovations.

4. The Audo is a design HQ and guesthouse

Copenhagen – Homeware brand Menu has revamped its headquarters to include a consumer-facing boutique hotel.

Designed by Norm Architects, The Audo is a hybrid space, comprising 10 guest rooms, a café, co-working space and concept store. Kitted out with Menu’s furniture and homeware offering, The Audo acts as a showroom that ‘reflects the rapidly changing intersection of home, work and hospitality in a single, community-building universe.'

The intimate loft-style hotel rooms feature beds by Dux and unique furnishings from local designers. For example, room six features ceramics by Sofia Tufvasson and Bente Hansen. According to the company, the room designs will constantly evolve, as will the concept store's theme, while the restaurant will experiment with different gastronomical directions, in order to show that visiting The Audo is not a one-time only experience.

The Audo is another example of how retail brands can enter the hospitality space to reposition their furniture as a service.

The Audo, Menu, Copenhagen
Breeze Comforter by Buffy

5. Buffy launches breathable and biodegradable bedding

New York – The bedding brand has released a duvet made entirely from eucalyptus fibres.

The Breeze duvet is a plant-based comforter that uses natural eucalyptus wood pulp for its outer shell, inner filling and threading. In contrast to the materials typically used in bedding, like cotton, down and polyester, eucalyptus wood pulp is fully biodegradable. In addition, the material’s properties ensure that it is soft and breathable, as well as being designed to help regulate temperature and promote better sleep.

Adding to its sustainable credentials, eucalyptus is reported to be significantly less resource-intensive than cotton and consumes nearly 10 times less water during the production process. ‘Not only does [the Breeze] promote a better sense of wellbeing, we see it as a statement of ethics,’ says founder Leo Wang. ‘Through much research and testing, we are proud to release a product using materials that are kinder to our bodies and to the planet.’ The brand is showing how the ideas we explore in our Whole-system Thinking macrotrend are evolving.


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