26 : 02 : 21 : Weekly Debrief

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Need To Know

This week: beauty born from ugly fruit, Getty Images make Black history accessible, an apocalyptic tea brand, rebranding dementia resources, and Match's intimate identity.

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26 February 2021

Author: The Future Laboratory

Image: Match branding by Collins, US

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Lleig by Júlia Roca Vera, Spain

1. Experimental cosmetics that rework food waste

Spain – Designer Júlia Roca Vera aims to encourage less wasteful practices through her line of food waste cosmetics.

The four-piece range, dubbed Lleig after the Catalan word for 'ugly', utilises fruit that would have been thrown away because it didn’t comply with supermarkets' cosmetic standards. While the designer considers that her process of extraction and reinvention can be applied to any fruits or vegetables, the first iteration of Lleig transforms parts of an orange into a moisturiser, soap, potpourri and juice for drinking. By repurposing every element of the fruit – including oils, peel and juice – Roca Vera shows how zero-waste practices can feed into creating sensorial beauty rituals.

‘I took one single orange to see how many different products I could make from only one piece,’ she tells Dezeen. ‘This way I could make the most of it and reduce the amount of waste.’ This holistic approach to sustainability also extends to the packaging, with each item presented in a refillable ceramic vessel.

As we look to the future, more skincare brands will convert food waste into desirable By-product Beauty, catering to the growing number of eco-conscious consumers.

The Hulton Archive BY Getty Images FKA twigs, US

2. Getty Images opens access to Black historical education

UK – Photography platform Getty Images is introducing a new initiative to provide educational support around Black history.

The project, launched in collaboration with singer FKA Twigs, will see Getty images provide research guidance and mentoring focused on Black history at its Hulton Archive – the world’s largest privately held commercial archive.

Getty Images will also donate its Black history content to storytellers, educators and content creators, as well as not-for-profits, with the aim of profiling and empowering these important narratives.

In this way, the collaboration is making history more accessible and providing ways of preserving Black stories. ‘With this project we hope to empower Black content creators to tell their story of their own history, and to support storytelling as a weapon in the struggle for racial uplift,’ comments Ken Mainardis, senior vice president and head of content at Getty Images.

As we explore in our Deprogrammers Community, young people are rejecting traditional education and instead looking to digital platforms and virtual tools to liberate their learning.

The End tea branding by Niiiiice Agency, LA

3. A tea brand satirising the end of the world

Madrid – Creative agency Niiiiice is launching an irreverent tea label offering herbal beverages to soothe end-of-world scenarios.

Taking inspiration from the tumultuous state of the world in the past year, the tea brand – dubbed The End – offers a variety of flavours inspired by different apocalypse scenarios. For example, Pandemic Chill intends to settle drinkers with its ‘harmonious infusion of lemon and ginger’, while Mint Wildfire offers ‘a calming effect on the digestive system and respiration’. Through its infusions, The End seeks to lighten consumers' moods with teas 'to temper the nerves and better face these extreme situations.'

To promote the brand, Niiiiice has created a satirical campaign film featuring a soothing voiceover and stock imagery of people enjoying tea – montaged with clips of tsunamis and a nuclear explosions. 'This project was born from the idea of satirising the end of our days by launching a product to brighten up our last moments on this planet,' reads the brand's site.

This playful embrace of doomsday scenarios is something we’ve explored through the lens of luxury consumers and their survivalist mindsets.

4. A joyful redesign for dementia care

UK – Studio Our Design Agency has rebranded dementia wellness company Relish with an approachable aesthetic, in order to make its resources less clinical for patients and caregivers.

With this redesign, Relish intends to pivot its dementia activity packs away from care homes to a direct-to-consumer model. The redesign includes a new name for the company, which was previously Active Minds, as well as an updated bright colour palette that positions Relish as friendly and welcoming. Its new strap-line, ‘bringing joy to life with dementia,’ seeks to evoke positive feelings for those effected by the cognitive condition.

Catering to its wider audience, Relish's resources now use simpler language to communicate healthcare information to non-medical carers, family members and loved ones. ‘We set out to design a brand that anyone would enjoy, rather than a clinical tool for those living with dementia,’ explains Grant Willis, creative director at Our Design Agency.

In our Design Direction Soft Aid we examine how healthcare brands are adopting a sensory aesthetic in order to become more accessible to the public.

Relish re-bebrand by Design Agency (ODA), London
Match branding by Collins, US

5. Match rejects the gamification of online dating

US – Digital dating platform Match has unveiled a new visual identity that reimagines online dating as an intimate exchange.

Coinciding with the platform's 25th anniversary, the new identity directly targets a Millennial audience with updated imagery intended to express the traditional aesthetics of romance. For the colour story, the studio opted for muted purple tones to differentiate from the typical ‘loud’ branding consistent with dating apps. In tandem, the new iconography features the letters in Match purposefully close together and the heart emblem is reimagined as a ‘confident full-stop.’

As many online dating apps rely on addictive swiping motions that can lead to inauthentic connections, Match’s romance-focused rebrand aims to elevate the online dating experience. ‘The gamification of all the other apps has left one of the biggest values on the table – which is romance,’ explains Nick Ace partner and creative director at Collins.

Due to the pandemic, new design-focused innovations enable daters to match from afar as well as mitigate feelings of swipe fatigue. Discover more case studies in our socially distant dating round-up.


 

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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