Need to know   30 : 08 : 17

Need to know
30 : 08 : 17

In today’s daily digest: Honeyfi simplifies shared finances, Hungry Jack’s embraces its fast food roots and why Uber might host the next convenience store.

1. Charaní rebranded to appeal to younger drinkers 2. Rapha looks beyond cycling to focus on travel 3. Honeyfi launches financial app for couples 4. Hungry Jack’s advert ridicules the hipster lifestyle 5. Men are increasingly interested in visiting spas 6. Thought-starter: Will Uber taxis be the next retail space?

1. Charaní rebranded to appeal to younger drinkers

Charaní by Sociedad Anónima, Mexico Charaní by Sociedad Anónima, Mexico
Charaní by Sociedad Anonima, Mexico Charaní by Sociedad Anonima, Mexico
Charaní by Sociedad Anonima, Mexico Charaní by Sociedad Anonima, Mexico

Mexico – The Charanda liquor brand Charaní, established in 1907, recently commissioned design agency Sociedad Anónima to create a new brand identity that focuses on Millennial drinkers. Originating in the Michoacán area of central Mexico, the sugar cane spirit, Charanda Blanco, which is similar to rum, is typically consumed by adults over 40, explains Héctor Ramírez, graphic designer at Sociedad Anónima.

The clear glass bottles are minimalist in design, incorporating the serif typeface Ambroise on top of a map outlined in sugar cane green.

‘The attempt here was to get the attention of younger generations of consumers,’ Ramírez tells LS:N Global. By diverging from the gaudy bottle designs typical of the drink, the brand wants to promote Charanda as a modern spirit. In recent times in the spirits market there has been a consensus that brands need to move beyond tradition to help them stand out in a saturated market. For more, see our Terroir Spirits microtrend.

2. Rapha looks beyond cycling to focus on travel

Rapha Rides Los Angeles

US – The cycling brand has launched a new campaign to promote its Rapha Rides project, which highlights urban spaces and culture in six cities across the US.

Rapha Rides Los Angeles opens with shots of cityscapes and natural phenomena, and only references cycling towards the end of the ad. ‘We wanted to hold back the actual cycling aspect until the end, knowing that this would make the piece stronger,’ explains director Spencer MacDonald.

Narrated by Los Angeles-based artist and designer Geoff McFetridge, the ad aims to capture the texture of the city by combining shots of the urban environment taken from a variety of angles. For more, see our Revelation Brands macrotrend and our interview with Rapha founder Simon Mottram.

3. Honeyfi launches financial app for couples

US – Financial technology company Honeyfi has launched an app that enables users and their partners to link their bank accounts. Both individuals specify the amount they want to share with their partner and the app collates this information to suggest budgeting options based on their spending habits.

With the number of US adults in co-habiting relationships rising from 14m in 2007 to 18m in 2016, according to the US Census Bureau, and Millennials 50% more likely than Baby Boomers to split all of their finances evenly before marrying in 2015, according to research by Credit Karma, Honeyfi aims to simplify the joint account model.

‘Our goal was to help couples stress less about money, whether their finances are totally merged, completely separate or somewhere in between,’ explain co-founders Ramy Serageldin, Joe Stanish and Sam Schultz.

Honeyfi, US Honeyfi, US

4. Hungry Jack’s advert ridicules the hipster lifestyle

Keeping It Real by Clemenger BBDO Sydney for Hungry Jack’s, Australia

Australia – The fast food chain, a franchise of the Burger King Corporation, has launched an advertising campaign that urges consumers to forgo hipster staples in favour of Keeping It Real and eating a substantial burger.

Created by design agency Clemenger BBDO Sydney, the film follows a man as he sits down to eat a miniscule portion at a typically hipster establishment, but is disturbed by a voice at the end of a burger-shaped phone that urges him to escape from what becomes a nightmarish world of kale, beards, wind chimes and yoga.

At LS:N Global we have been tracking the rise of Anti-authenticity Marketing since 2015, noting a backlash against the misappropriation of terms such as artisanal, something that is now also apparent in the Australian market.

5. Men are increasingly interested in visiting spas

The US spa industry was valued at £13bn ($16.8bn, €13.9bn) in 2016, according to Statista, a figure that is in part the result of brands increasingly targeting a male clientele. The most popular treatments have proved to be waxing and Thai and sports massages, but as Lynne McNees, president of the International Spa Association, says, the rhetoric around male spa treatments is more about self-improvement than pampering. For more, see our macrotrend The Optimised Self.

6. Thought-starter: Will Uber taxis be the next retail space?

At first glance, the back of an Uber taxi might not appear to be the most appealing of retail spaces but, as junior journalist Rhiannon McGregor argues, it has the potential to be very lucrative.

The convenience store became established in America in the late 1920s, offering increased access to everyday items such as drinks and snacks. At the time they were considered revolutionary, but in our always-on-the-go culture, future-thinking brands are acknowledging the need to adapt to increasingly impatient consumers by seamlessly integrating into their daily routines in a way that brings the product to them.

Anecdotal evidence suggests that Uber drivers have long been using their taxis as an unofficial retail space, with these Uberpreneurs claming to be able to make an additional £168k ($216k, €183k) on top of their driver’s salary. As Uber usage continues to rise, brands such as Cargo, a consumer goods brand that employs entrepreneurial Uber drivers to sell everyday essentials from the back of their cars, are realising the potential of legitimising this selling space.

Read the full opinion piece here.

Cargo, US Cargo, US
Discover More News
Big W embraces the beautiful chaos of parenting in new campaign

News

Big W embraces the beautiful chaos of parenting in new campaign

Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday ...
Advertising & Branding : Parenting : Retail
George at Asda unveils new adult adaptive clothing range

News

George at Asda unveils new adult adaptive clothing range

George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky N...
Retail : Fashion : George At Asda
Stat: Girls’ sport participation could unlock leadership potential at work

News

Stat: Girls’ sport participation could unlock leadership potential at work

Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changin...
Sport : Women's Sports : Teenage Girls
Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

News

Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

Swedish energy company, Vattenfall has teamed up with actor Samuel L Jackson to launch Wind Farmed Seaweed Snacks, a limited-edition delicacy grown...
Visual : Sweden : Energy
Happy Head debuts DNA-based system for personalised hair growth

News

Happy Head debuts DNA-based system for personalised hair growth

Happy Head has launched StrandIQ, the world’s first dermatologist-developed hair growth system powered by genetic analysis, giving patients tailore...
Health : Wellness : Happy Head StrandIQ
Stat: Luxury consumers’ optimism is improving amid global slowdown

News

Stat: Luxury consumers’ optimism is improving amid global slowdown

Saks’ latest Luxury Pulse survey shows rising confidence among luxury shoppers, with more than half planning to maintain or increase their spending...
Stat : Statistics : Statistic
Louis Vuitton brings La Beauté to life with immersive Soho pop-up

News

Louis Vuitton brings La Beauté to life with immersive Soho pop-up

Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into ...
Retail : Luxury : Beauty
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday
Stat: US adults are losing confidence in capitalism 

News

Stat: US adults are losing confidence in capitalism 

Stat : Statistic : Money
Knight Frank’s research signals the rise of wellness in luxury real estate

News

Knight Frank’s research signals the rise of wellness in luxury real estate

In The Residence Report, released in September 2025, global real estate consultancy Knight Frank explores the future of luxury residential developm...
Luxury : Real Estate : Wellness
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN