COGS OF INDUSTRY
Last night was the DBA’s Design Effectiveness Awards – think the Oscars, but in the UK, for design, and with more hipster beards. We’re proud supporters of the event, as good design research plays a key role in ensuring design is effective – not just pretty.
Big winners on the night were Elmwood, who retain their place at the top of the Effectiveness League, but it was Alloy that picked up the Grand Prix for their redesign of BT’s Home Hub. See all the winners, and read the case studies, here.
For Millennials – who have grown up in the 90s and witnessed the crash of the 00s – childhood really can represent ‘the good old days’. For brands, 90s ephemera are fertile ground for engagement with younger consumers, but many find it difficult to hit the nostalgic sweet spot. Secret Cinema, a UK start up, is experiencing dramatic growth by selling ‘immersive nostalgia’. On the other side of the corporate divide, McDonald’s has historically struggled to draw Millennials, but its recent ‘hipster-makeover’ in Sydney has had better success than its previous efforts.
British icon Robinsons has rebranded around the proposition ‘Real Fruit in Every Drop’. We were involved in the journey – along with design agency Bloom – to help Robinsons reinstate its authority as a “beacon brand” in the squash category.
Bacardi has unveiled new on-trade bottle designs; the brand’s first redesign in ten years. The bottle structure is taller and slimmer to aid ease of use, and its graphics help tell Bacardi’s heritage story, as seen in recent advertising.
In another heritage tale, Elmwood has helped Free Rangers convey pride in its product via this ‘cracking’ egg box. In a heavily commoditised fixture this wartime-inspired design is certainly saying something unique.
Furniture purveyor IKEA has turned relationship counsellor with its ‘Ikea Emoticons’ app, designed to help improve communication between couples. And more efficiently deal with clutter in the home.
NAME THAT BRAND
And then, if you fancy the challenge, play the full game right here.