Associate Director, London
COGS OF INDUSTRY
At it’s best, advertising can tap into popular culture and trends, but where gender is concerned it seems to be lagging far behind the progressive mindset of the modern consumer. This week The Guardian celebrates eight ads that challenge gender norms, with ‘This Girl Can’ by Sport England particularly catching our eye. Breaking the rules of traditional sport advertising, it celebrates ‘real women, with real bodies’ and praises all sporting efforts, big or small.
Metalworks by Maxus has released a food trends report predicting how technology will change the future of food. Trends to watch out for include the creation of app-based immersive experiences in restaurants and the growth of 3D printed food. One company already using 3D printed technology is Dutch research agency TNO, who used it to create chocolate, and recently partnered with Italian pasta brand Barilla to create 3D printed pasta.
Alderson’s – boutique hot sauces from New Zealand – worked with Spasm Studio to create a pack design representing ‘a fusion of flavour and cultures’. As well as using colour to differentiate each product, the Mayan-inspired, hand-drawn graphics coupled with different typefaces give each sauce its own spicy personality.
Studio h has delivered a new brand identity and pack design for Doves Farm Organic Flour in a bid to increase shelf presence against larger flour brands. The watercolour images are created in an informal, recipe book style to portray the brands artisanal essence and encourage baking, no matter how imperfect the result is.
The week Oxford University Press crowned ‘#’ the most popular word of British youths this year. Not only is it the most popular buzzword used by children ages 5-13, research found that ‘hashtag’ has also progressed from a simple Twitter reference to a ‘descriptive device used to add drama or comment’. While the more traditional English teachers may recoil in horror, this clearly acknowledges the growing impact technology has on young peoples’ lives.