News 27.08.2024

Need to Know

Toyota turns car parts into diamonds, Madalena Studio’s logo is made from live bacteria and why early AI investors already see a promising return on investment.

Toyota transforms car parts into diamonds for C-HR campaign

C-HR Diamond Collection in collaboration with Millie Savage, Australia

Australia – Toyota has unveiled the C-HR Diamond Collection, a new campaign for its C-HR model, developed in collaboration with Australian jewellery designer Millie Savage. Produced by independent agency Hero, the activation positions the all-new C-HR as a premium vehicle, highlighting its unique design inspired by the angular lines of a diamond.

In a first-of-its-kind initiative, lab-grown diamonds were created from the car’s carbon components, resulting in 13 unique pieces crafted by Savage. The campaign launch film, by award-winning director Michael Hili at Finch, visually captures this transformation, from dismantling the vehicle to the final diamond-making process.

‘This is such a stunning, uniquely designed Toyota and it deserved a campaign to match,’ says Vin Naidoo, chief marketing officer at Toyota Australia. ‘We’re confident that the C-HR Diamond Collection campaign strongly positions the all-new C-HR as a premium model.’

For more insights on lab-grown diamonds, head to our analysis of regenerative jewels.

Strategic opportunity

Explore the use of unconventional materials or processes, such as repurposing byproducts or waste from your industry to create premium products, elevating sustainability credentials and brand uniqueness

Madalena Studio grows logo with live bacteria for Crucible

Crucible brand refresh by Madalena Studio, UK Crucible brand refresh by Madalena Studio, UK
Crucible brand refresh by Madalena Studio, UK Crucible brand refresh by Madalena Studio, UK

UK – Madalena Studio has taken branding to a microbial level, creating a live bacterial logo for Crucible, a drinks laboratory and creative hub founded in 2017. The project began when Crucible, known for its experimental approach to flavour, sought a fresh identity to reflect its hands-on scientific process. Founder Stuart Bale enlisted Madalena Studio’s Chris Collicott, who decided to grow the logo using live bacteria, capturing the lab’s commitment to real, organic experimentation.

To achieve this, Collicott and his team cultivated nearly 25 samples of bacteria on petri dishes in a makeshift incubator. They swabbed the logo with substances including aged kombucha and food waste, documenting the bacterial growth over two weeks. ‘We had no idea if this would actually work,’  said Collicott.

The final design retains the natural forms and textures created by the bacteria, with minimal edits to align with Crucible’s vibrant colour palette. Collicott describes the project as a joyful intersection of natural form and graphic design, resulting in a dynamic visual identity that’s as experimental as Crucible itself.

In our Biofabricated Futures design direction, we analysed the scalability, possible business applications and strategic opportunities of biofabricated materials.

Strategic opportunity

Embrace experimental design processes that push creative boundaries, such as incorporating biological elements or unconventional materials, to differentiate your brand and stand out

Ocado Retail pioneers refill scheme for grocery deliveries

Ocado, UK Ocado, UK

UK – Ocado Retail is trialling a refill scheme for online deliveries, the first of its kind for a major online supermarket. Developed in collaboration with The Refill Coalition, the initiative has introduced reusable containers for pasta, rice and laundry products, which will be refilled.

Starting in August 2024, the trial’s first phase features Ocado Reuse Basmati Rice and Penne Pasta, with phase two adding non-bio liquid detergent and fabric conditioner later this year. Customers receive pre-filled containers as part of their order, and when a container is empty it is returned to Ocado and then washed and refilled by the supplier. Each vessel can be used more than 60 times and replaces five single-use plastic items.

According to Ocado, if every UK household opted to reuse just one item a week, it would eliminate more than 1.4bn items of single-use packaging a year.

In our Food Delivery Futures report, we highlighted that the rapid growth of the food delivery market is driven by consumers’ increasing demand for convenience. To provide a responsible service, technological innovations must be paired with sustainability initiatives, such as reusable packaging, to minimise carbon footprint and waste production.

Strategic opportunity

Food delivery services should follow Ocado’s lead and introduce reusable packaging schemes with reward incentives for participating customers, such as discounts or bonus products

Stat: Early AI investors see promising return on investment

AI imagery by The Future Laboratory, UK AI imagery by The Future Laboratory, UK

Global – A recent report by Google Cloud reveals that generative AI is delivering substantial returns for early adopters, with 74% of large companies worldwide already experiencing significant returns on investment. The study, which surveyed more than 2,500 C-suite leaders from companies generating more than £7.6m in revenue ($10m, €8.9m), highlights the impressive impact of AI on business performance.

Among the key findings are that 86% of companies that implemented generative AI reported a revenue increase of over 6%, while 77% saw improvements in lead generation and customer acquisition. Employee productivity doubled for nearly half of the respondents, and more than half (56%) noted enhanced cybersecurity, with 82% better at identifying threats and 71% resolving issues more swiftly.

‘Generative AI is not just a technological innovation; it’s a strategic differentiator,’ said Oliver Parker, vice-president of global generative AI at go-to-market, Google Cloud. ‘Organisations investing in gen AI today are the ones that will be best positioned to succeed in the coming decade.’

For more insights on artificial intelligence, head to our AI topic

Strategic opportunity

How can your business harness the power of AI effectively? Consider accelerating your AI deployment and ensure AI is playing a part in your business strategy to maximise productivity, profits and people-driven initiatives

Previous News Articles
Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

News

Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

This year’s RHS Chelsea Flower Show invites visitors to interact with AI-enabled trees in the Avanade Intelligent Garden.
Technology : Nature : Sustainability
ITV launches deaf-led drama with BSL and silent ad break

News

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor a...
Media : Diversity : Inclusion
Stat: Boomerang generation return home due to cost of living crisis

News

Stat: Boomerang generation return home due to cost of living crisis

The rising cost of living and unaffordable housing are fuelling a surge in adult children returning to the family home.
Family : Home : Youth
Manchester City brings grassroots spirit to kit launch

News

Manchester City brings grassroots spirit to kit launch

Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia an...
Sports : Design : Creative
Vinted tops France’s fashion market as second-hand sales surge

News

Vinted tops France’s fashion market as second-hand sales surge

Second-hand platform Vinted has overtaken Amazon and Kiabi to become France’s top clothing retailer by sales volume, according to new data from the...
Fashion : Sustainability : Retail
Stat: Nearly half of UK shoppers prefer in-store retail – but body image challenges persist

News

Stat: Nearly half of UK shoppers prefer in-store retail – but body image challenges persist

As consumers’ desire for in-person connection increases, nearly half of UK shoppers now prefer to shop in-store, according to new research.
Stats : Stat : Retail
China’s online sports and equipment sales are booming

News

China’s online sports and equipment sales are booming

The sports apparel and equipment sector continues to be one of the highest-growth key consumer sectors in China, according to brand agency Hot Pot ...
China : Sports : HotPot China
Hinge teams up with writers on Substack to tell ‘real love stories’

News

Hinge teams up with writers on Substack to tell ‘real love stories’

Dating app Hinge is expanding its storytelling strategy with the second instalment of its No Ordinary Love campaign.
Dating : Substack : Pop Culture And Media
Stat: US consumers expect brands to lead on climate and DEI

News

Stat: US consumers expect brands to lead on climate and DEI

As some businesses have been quietly rolling back diversity, equity and inclusion (DEI) programmes, new data shows consumers want brands to step up...
Stat : Statistic : Dei
Students win national award with DIY loom tackling fast fashion

News

Students win national award with DIY loom tackling fast fashion

A team of students from Cambourne Village College in Cambridgeshire has won the Design Museum’s Design Ventura 2025 competition with Loopy Loom, a ...
Design : Sustainability : Circularity
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN