Need to Know
19 : 03 : 19

São Paulo – Creative agency Carme has created a brand identity that distances itself from design associated with the gay market.

Noon is a new sexual lubricant brand aimed specifically at the gay market. Working with consultancy Monq to create a brand positioning strategy, visual identity and packaging development, Noon addresses the lack of originality in product design targeted at gay men.

Rather than relying on feminine branding or stereotypical visual cues such as rainbows, Carme wanted to adopt a more sophisticated approach, using striking black and white graphics. On first glance, the packaging is reminiscent of contemporary skincare products as opposed to sexual lubricants.

While many sexual wellness products on the market are targeted at women, Noon is showcasing how brands in this category have the potential to rebrand masculinity.

UK – Relaxing Stuff is a branded social media channel in partnership with mobile network Three.

Pitched as ‘the most relaxing place on the internet’, the channel hopes to interrupt social feeds with video content that uses soothing audio, ASMR, animations and satisfying visuals. It will publish content over Instagram and Facebook, as well as on a dedicated website.

Tying into Three’s recent Phones Are Good campaign, Relaxing Stuff aims to inject a sense of calmness into social feeds, which are known to induce feelings of anxiety. ‘[Young people] naturally consume content through social platforms, so we knew this was the best space to reach and support this demographic,’ says Arian Kalantari, co-founder of the LadBible Group.

As Generation Z become hyper-aware of how excessive social media use impacts their mental health, both brands and influencers are using these channels to educate consumers on the importance of mindful online behaviour.

Israel – The home goods and services company’s Israeli HQ has unveiled a new project that aims to make its products more user-friendly for consumers with disabilities.

Created in partnership with Milbat and Access Israel, two Israel-based non-profits that specialise in creating special solutions for people special needs and disabilities, ThisAbles is a line of 3D-printed add-ons for Ikea furniture. The 13 available designs are intended to modify existing products and accessories in the company’s extensive range, making small buttons larger or lifting sofas higher from the ground, for example.

While the project signals an important step towards greater inclusivity, consumers are currently unable to purchase the add-ons as ready-made products and are instead required to have them 3D-printed independently. But by seeking to address the needs of the disability market, Ikea is embracing access as a design opportunity – an idea we explore in our Implicit Inclusivity design direction.

Over the next three years. the digital potential of rural businesses across the US could boost the country’s economy by over £105.5bn ($140bn, €123.2bn), according to new report by the US Chamber of Commerce commissioned by Amazon. Key findings from the survey of more than 5,000 small businesses show that internet connectivity is driving revenue growth, with 55.2% of them agreeing that e-commerce helps them grow their customer base.

‘The opportunity to successfully start and grow a rural small business in our country is a great example of how technology is positively transforming nearly every aspect of our lives,’ says Tim Day, senior vice president of C_TEC, the Chamber’s Technology Engagement Center.

Brands and retailers stand to gain a lot from rural America’s digital progress. In our macrotrend The American Middle, we consider major shifts in the country’s consumer demographics.