26 November 2021
Author: The Future Laboratory
China and Spain – Santo Cielo, a Chinese delicatessen brand that imports Spanish products into China, has rebranded to celebrate Spain’s culture. Combining bold and contrasting colours with oversized text, the striking visuals are complemented by its playful use of language. For example, its name ‘¡Santo Cielo!’ is a phrase that's similar to ‘Oh my God!’ in English.
The updated visual identity by studio Pràctica is designed to be suitable in both physical and digital mediums. ‘Coming from the nature of the naming, the packaging system is made out of two parts: one reserved to the sacred use of the brand, and the other used to reinforce the Spanish character through the diverse use of typefaces and colours,’ explains Anna Berbiela, co-founder of Pràctica.
By presenting Spain’s identity in a way that will appeal to Chinese audiences, the brand shows how vibrant branding can elevate global cuisine.
Sweden – In a bid to stand out from oversaturated online spaces, the apparel brand is relaunching its print magazine, Acne Paper, after a seven-year hiatus. To continue its existing credibility as a standalone magazine rather than a brand catalogue, it will focus on global affairs and political content. Priced at £33.50 ($44.80, €40), the title will be sold in Acne Studios stores and select magazine retailers globally.
By creating a high-quality publication, the brand showcases how slower, lifestyle-led forms of marketing can establish long-term interest with audiences. It also creates engagement with customers beyond new garments or social media shares. ‘In this day and age where everything is pretty much commercialised in one way or another, it’s actually a great liberty and privilege for us to be able to do this product and not have a solid thought through a business case, but actually just do a product that we really, really love,’ explains Mattias Magnusson, chief executive at Acne.
Such printed, physical marketing can act as an entry point into a brand universe, while maintaining ongoing relationships with loyal customers.
US – With its latest collaboration, Proenza Schouler is exploring the possibilities of automotive apparel. Inspired by the great American road trip, the luxury fashion house has debuted a line of clothing and accessories in partnership with Mercedes-Benz.
Taking the open road as its starting point, the collection includes leather necklaces for car keys, travel holdalls for long journeys, and cashmere blankets suited for glamping or gazing at the stars. Paying tribute to the natural splendours encountered on road trips, the campaign features actress Laura Dern and her son Ellery Harper exploring the outdoors. In a further nod to the natural world, every item in the collection has been made with recycled materials such as eco cashmere and recycled leather.
By centring the campaign on an intergenerational family relationship, Proenza Schouler and Mercedes-Benz are aiming to reach both younger audiences and seasoned drivers alike. With the fashion brand is entering a new market, the heritage car company is leveraging nature to refresh its image and attract younger consumers, a trend that we have already monitored in the motorcycle sector.
US – The FMCG brand is establishing methods of successfully growing tomatoes in Martian conditions. Its Marz Edition ketchup comes as a result of a two-year scientific project, called Project Red, which saw scientists experiment with artificial LED lighting and regolith soil to harvest food in extreme conditions. The brand also hopes its breakthrough research will inform growing strategies in Earth’s increasingly harsh climates.
Together with the Florida Institute of Technology’s Aldrin Space Institute, Heinz broke further boundaries by launching its Martian Ketchup into space – exposing it to -70C temperatures. Importantly, this project provides hope for a future where food suppliers will increasingly have to grow products in challenging environments, such as deserts. ‘Before now, most efforts around discovering ways to grow in Martian simulated conditions are short term plant growth studies,’ comments Dr Andrew Palmer, a scientist at the Aldrin Space Institute. ‘What this project has done is look at long-term harvesting of food.’
In future, many of our core ingredients will no longer survive in many parts of Earth due to our rapidly changing climates. Brands must innovate and experiment with resilient food strategies to prepare for this future.
South Korea – In keeping with the pioneering spirit of the heritage brand’s founder, Burberry’s latest pop up is perched at the foot of the Hallasan mountain on Jeju Island. Combining travel, design and fashion, the temporary installation beckons luxury consumers in search of more immersive, outdoor experiences.
Located 445 kilometres from Seoul, The Imagined Landscapes Jeju is adventurous in both its design and choice of destination. The mirrored structure of the building resembles the topographic contours of a map, referencing the theme of travel and exploration. In addition to browsing an edited selection of puffer jackets and trench coats, customers can access a viewing platform from which they can admire the volcanic island’s landscape and view a series of films that contemplate the relationship between the natural world and the digital realm.
Aligning itself with the Liberation Luxury movement, Burberry’s temporary installation caters to customer that are pursuing psychologically transformative, nature-based travel rather than a quick fix of luxury and decadence.
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