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24 July 2020
Author: The Future Laboratory
Image: Hackney Marshes-inspired football pitches by Accept & Proceed for Where We Stand project
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Cake, LA
Los Angeles – Cake's line of lubricants are inspired by skincare and take a fluid view of gender and sexuality.
Positioned as a wellness brand for the bedroom, its product line focuses on anatomy and sexual preferences, rather than traditional gender labels, as a way to respond to people’s sense of pleasure and curiosity. Cake's playful tone of voice and design cues refer to pleasure in a no-nonsense way; products include a kit called ‘Let’s do it all’, which encourages exploration for couples, individuals and group experiences.
Hunter Morris, chief executive and co-founder of Cake, explains: ‘Regardless of gender or sexuality, we want to offer specialised products that enhance your sexual experiences – especially those open to trying something new in the bedroom, but not exactly sure where to start.’
With conversations around pleasure becoming increasingly inclusive, sexual wellness brands should remain aware of the importance of creating genderless products.
London – Sports marketing agency Dark Horses has launched Home Run, a plant-based energy bar targeting physically active yet Covid-conscious commuters.
Designed for those who want to avoid public transport during the pandemic by running or cycling their commutes instead, the energy bar is positioned as a nutritious snack to fuel their journeys.
At part of the launch, Dark Horses has created a buddy scheme for first-time runners or cyclists called Home Run Commuter Routers, helping to ease people into their new routines.
‘We understand that people may be apprehensive about taking public transport again, but also worried about running or cycling in the city for the first time,' says Steve Howell, creative partner at Dark Horses. 'Our Home Run Commuter Routers will take all of that stress away.'
In our Food & Drink Tribes collection, we explore the Fastronomic Foodies who are using food as fuel to navigate their daily lives. Discover what drives them and three other food and drink Tribes by downloading the report here.
Home Run by Dark Horse, London
