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Coinbase opts for clarity amid Web3 frenzy

Coinbase rebranding by Moniker, UK

New York – Moving away from the meme aesthetic that dominates much of the Web3 space, cryptocurrency company Coinbase is drawing from the visual language of wayfinding to create a brand identity that emphasises clarity and coherence.

The visual identity, created by design studio Moniker, takes a straightforward approach to marketing to appeal to users who are new to the Web3 space. To create an intuitive interface, the studio drew inspiration from traffic signals and wayfinding systems, while the use of movement in digital campaigns is intended to echo the frenetic pace of 24/7 crypto trading. ‘Unlike traditional financial markets, which have opening and closing trading hours, the crypto-economy is always open,’ explains Brent Couchman, founder of Moniker.

By prioritising accessibility and providing an alternative to the often-intimidating aesthetics that saturate the Web3 world, Coinbase is helping to facilitate the adoption of Everyday Cryptocurrencies.

Strategic opportunity

Companies must prioritise an intuitive user experience to help beginners navigate often intimidating financial or web-based landscapes

Hard seltzers give a boozy twist to afternoon tea

Svedka Tropics Tea Spritz, US

US – Vodka brand Svedka is breaking into the hard seltzer category with a ready-to-drink beverage, Tropics Tea Spritz, which combines vodka with tea and natural fruit flavours. Available in three flavours – Pineapple Guava, Raspberry Kiwi and Orange Mango – the brand is positioning the cans as both day- and night-time tipples.

By fusing alcohol with real tea, Svedka offers a new flavour layer to the hard seltzer category; in turn, the drinks provide an unexpected and contemporary take on the idea of afternoon tea – as well as iced teas – as a drink to sip with friends or enjoy with sweet treats. Billy Lagor, senior vice-president of brand management at Svedka, says: ‘With real ingredients and a lower abv, Svedka Tropics provides a depth of flavour and a unique taste experience that sets it apart from other hard seltzers.’

While we’ve recently explored the rise of Savoury Spirits, this drink shows an evolution of Tipsy Tea, and the ways that sweet drinks can be made more appealing with tea infusions.

Strategic opportunity

To stand out in the oversaturated hard seltzer category, brands can similarly tune into everyday moments or occasions that are less commonly associated with alcohol

Spain’s heritage department store ventures into crypto

Spain – Heritage retailer El Corte Inglés – the third largest department store chain in the world – is entering the Web3 space by launching its own cryptocurrency exchange.

After opening its doors as a tailor's shop in Madrid in 1935, El Corte Inglés has since expanded its operations to include not just retail through department stores and grocery shops, but also travel, property management and insurance.

Now, with the help of consulting company Deloitte, the storied Spanish retailer is planning to launch its own cryptocurrency exchange called Bitcor. The plan is part of the company's ambition to refocus its department stores on younger customers, something that the declining industry desperately needs.

By launching its own cryptocurrency capabilities and exchange, El Corte Inglés is building on the advances that we’ve previously seen in Crypto-and-Mortar Retail, driving fresh frontiers for the future of department stores.

El Corte Inglés, Spain

Strategic opportunity

While bricks-and-mortar retailers might not be willing to launch their own cryptocurrency exchanges, they can begin by empowering customers to pay with crypto in-store

Stat: Indian consumers seek family travel experiences

ITA Leisure

As Indian consumers begin to re-embrace tourism experiences in the wake of Covid-19, many are making travel plans with their families. According to the 2022 Global Travel Trends report by American Express, a majority (94%) of Indian consumers say they plan to travel more with family this year.

This figure represents the largest percentage of the seven countries surveyed, including Mexico, Australia and Canada. Elsewhere in the report, results also reveal that 89% of Indian consumers are more interested in multi-generational trips than ever before. These findings reflect the changing values of consumers from this region, who are prioritising opportunities to reconnect with each other in more meaningful ways.

While we’ve been tracking the rise of Togetherness Travel in recent years, this research shows continued demand for family-focused trips that align with people’s post-pandemic tourism mindsets.

Strategic opportunity

Hospitality and travel brands can tune into this shift by offering packages and services that actively target multi-generational groups – in particular, focus on mid-way destinations where family reunions can take place