LSN : Daily Signals : New Forest’s rebranding turns tourists into custodians

New Forest’s rebranding turns tourists into custodians

The New Forest by Studio Glass, UK

UK – Studio Glass has unveiled a new brand identity for The New Forest that weaves local stories, seasonal colour palettes and community voices into a single, cohesive positioning.

The rebranding replaces the destination’s split messaging across B2B and consumer brands with a unified platform rooted in the 1976 motto Old, Yet Ever New. Research with historians, local business owners and National Park representatives grounded the identity in misty walks, ancient legends and fungi-inspired creams.

A seasonal palette of beech green, heather purple and mushroom cream reflects the landscape and supports four narrative pillars that invite visitors and residents to act as custodians of the forest.

In addition, the printed New Forest Guide is a new editorial publication blending strategy with storytelling and designed for both first-time visitors and locals. By rooting the brand in real stories and seasonal rhythms, the rebranding turns every visit into a shared act of preservation.

In Rebranding Nature, we analysed how, to lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.

Strategic opportunity

Map the unique stories, myths or traditions in your eco-system – whether it’s a region, industry or corporate culture – and weave them into your brand narrative for greater authenticity

Boots to open fragrance-only concept store

UK – Boots is set to open its first fragrance-only concept store at Broadgate Central, London, in autumn 2025, marking a major expansion in its beauty transformation strategy.

The 2,150-square-feet store will showcase a curated edit of more than 400 luxury and niche scents, including Hermès, Guerlain and over 20 brands new to Boots. Exclusive UK launches and emerging British founder-led labels will sit alongside international niche houses, positioning the space as a destination for both prestige and discovery.

Designed as a sensory-led retail experience, the boutique will introduce trend-driven discovery zones, immersive scent profiling and expert consultations with fragrance specialists trained in advanced matching techniques. Customers will also be able to access a concierge service and luxury gift-wrapping.

The move follows the retailer’s 2023 beauty-only store at Battersea Power Station and comes as the UK fragrance market is forecast to exceed £2bn ($2.7bn, €2.3bn) by 2029 (source: Mintel).

We identified the enduring power of in-store scent exploration in our Scent Retail Futures report, highlighting how physical environments remain crucial for fragrance discovery.

A guided tour of L’Exposition Armani led by Austin Li, which was broadcast in Armani Beauty’s Tmall official store, Shanghai

Strategic opportunity

Design immersive, fragrance‑inspired retail experiences that deliver personalised discovery and emotional engagement

Stat: Britons increasingly crave a healthy and nutritious breakfast

Rind, US

UK – A June 2025 Weetabix survey reveals that while cereal remains Britain’s top breakfast choice, health, convenience and solo routines are reshaping the nation’s morning habits.

Health and nutrition top the list of motivators, mentioned by 35% of respondents, rising to 38% of 16–24s and 25–34-year-olds, while 34% cite convenience and taste, and cost factors influence 15% of respondents. This gap signals a chance for brands to champion quick, nutritious breakfast solutions.

Interestingly, cereal still reigns supreme, with 23% of adults eating it daily and the leading choice in all regions except London, where 19% favour toast. Belfast earns the title of cereal capital, where it is favoured by 36% of respondents, followed by Newcastle (33%) and Plymouth (31%).

Nearly one in 10 Britons surveyed miss breakfast on weekdays (9%), with women (11%) more likely to skip the most important meal of the day than men (8%).

For more insights on why consumers are putting health and nutrition first when it comes to food and drink, read our Functional Feasting macrotrend report.

Strategic opportunity

Consider developing products enhanced with protein, fibre, vitamins or probiotics to cater for young consumers’ growing focus on health and nutrition at every meal