Presentation Packs a Punch
Wanna catch the consumer? Up aesthetics at every angle.
1. New generations, new design directions.
What are the youths leaving behind? Ankle socks and stale branding. It’s time to embrace chaos, err on the slightly unhinged, and welcome back the maximalist aesthetic. According to the 2024 Logo Trend Report, whimsical, irregular, bloated, rounded, and wavy fonts and graphics are what Gen ZA is craving in brand appeal. Particularly popping for this consumer, stickers (or sticker-esque designs) and smiley faces worked into logos and messaging. Attracting a younger cohort, who incidentally is heavily consuming beauty and food items (read: primarily packaged product lines), calls for a quick freshness check of your design assets. As prophesied in CD & CO.s 2022 Report Gen Z's ABCs, and again in our January 2024 Report The Kids Are Not Alright, the notion of visual identity is getting more “adorkable.” The Co. recommends shaking off conventional branding tropes, including relieving the logo of its backbone status. Experiment with design range, mark treatments, logo variations, and color usage. And by all means, pull out the stops where fonts are concerned. Digital bank Up is a shining example of a brand mastering this new fluidity. Their use of bright, zany colors, playful brand characters, and dynamic motion design not only resonates deeply with Gen Z but also sets a new standard in engaging and amusing brand experiences. They've transformed the typically staid finance sector into a vibrant and inviting playground, perfectly capturing the spirit of innovation and personality that today's consumers seek.
Reflecting Eugene Healey's observation,
"People have gone from having fixed identities to seeing ourselves as living through a series of temporary eras—a lizard skin, constantly created, inhabited, shed," we remain staunch in our belief that brands must evolve to be more fluid and responsive.
Give us a call to brainstorm your brand refresh.
2. Playing with scale plays well.
In step with out-of-the-box aesthetics, a wave of teeny tiny milieus is crowding our sight lines lately. Artist Lena Sun Park, the darling of the miniature set, posts explorations of Starface's Star Balm humanized as a pampered princess, and the art direction of a Ganni x TBH collaboration includes miniature dollhouse pieces made from excess production materials. Following in Barbie’s footsteps, the toy-now-entertainment property Polly Pockets is sure to give miniatures a bump, along with the release of a feature-length movie. A recent New York Times story highlights the use of miniatures to preserve historic settings and architectural moments in time. Perhaps our favorite is J Crew's tutorial on making mini dumplings in the shape of an itty bitty dresser and accessories to extol the color butter yellow. Consumers' obsession with collectibles and their desire for nostalgia is driving a renewed interest in miniatures. These pocket-sized items are not only ways for consumers to express their personalities but also allow them to carry a piece of their favorite things wherever they go, blending personal expression with a touch of whimsy.
3. Packaging is now part of the pitch.
On assignment for fine food and beauty retailers, The Co. farmed a number of spectacular use cases upping the ante on packaging, bundling, and crafting eye-catching product presentations. Packaging design magic like Good Hair Day Pasta and Hand Douaji’s design concept for Trident gum makes the case beautifully, truly. Beauty is reshaping packaging with amorphous bottle shapes like Bella Hadid’s Orebella line or the nail polish bottles of Portré that beg to be touched, and nostalgic and funny plays like Vacation’s Classic Whip Sunscreen get a lot of attention. Nodding to the resurgence of smoking aesthetics in consumer culture, Matchbox Bikinis packages their swimwear in sleek, vintage matchbox-style cases, no doubt making shoppers do a double take. A carton? A plastic sleeve? Not enough anymore - in today's market, consumers often judge the book by its cover, making packaging as crucial as the product inside.
4. Fun flies off the shelf.
The common denominator is whimsy. Witty, humorous takes are whittling away at “building block basics” and “quiet luxury.” Consumers are obsessed with flora, fauna, fruits, vegetables, food, beverage, and beloved brand references replicated as products. The items least earning their keep are of the most interest. Absolutely not functional for the most part, JW Anderson's pigeon, hedgehog, and puffin, which can hold only a few dollars and a house key at most, are selling out. Charms, hang-offs, and mini versions of their full-size parent product persistently compel. On our radar (and wishlist) is the Fendi x Chupa Chups® charm, complete with five Chupa pops to keep the wearer in stock. Gstaad Guy’s new accessories line, Poubel, does not miss with its sharp, playful critique of high society, cleverly transforming tongue-in-cheek cultural commentary into must-have hand-painted enamel charms (also supporting our miniatures discussion above). Marni enters the playground with gigantic tassels, trompe l’oiel, and childlike products in bright colors, while Acne Studios’ teddy backpack turns a favorite stuffed animal into a statement accessory. If you can make the consumer smile, you’ve already won half the battle.
Playing with scale works so well- I always think of the huge jacquemus bag as an ad and how well it does