Need to Know
10 : 06 : 19

Ikea is bringing solar power to global communities, Ever & Ever creates aluminium packaging and shoppers continue to value in-store experiences.

A kinetic identity for The Tide takes on different shapes

The Tide brand identity by Droga5 London

London –The brand identity and launch campaign for London’s first linear park, The Tide, is built around a kinetic logomark.

Created by Droga5 London, the logomark is a fluid, looping strip that takes on different shapes, appearing both organic and futuristic to suggest the park’s natural and man-made elements. Its dynamic nature is designed to reflect the variety of ways the park at Greenwich Peninsula can be experienced. Even in static formats, another version of the shape is always seen entering the frame.

The logomark is the hero element across all communications, including an animated social media campaign for Turning Tides Festival, which will mark the opening of The Tide to the public in July 2019.

‘Always different, always in transition, the fluid logomark represents the changing environment of Greenwich Peninsula – and the different ways Londoners can make use of this new space,’ says Chris Chapman, creative director at Droga5 London.

In a similar vein, we explore how Evolving Communications reflect the extent to which brand communications are no longer static in our Programmable Realities macrotrend.

Ikea unveils a range of sustainable solar products​

Sammanlänkad by Ikea and Little Sun Sammanlänkad by Ikea and Little Sun
Sammanlänkad by Ikea and Little Sun Sammanlänkad by Ikea and Little Sun

Sweden – The collection aims to bring sustainable, reliable and affordable light and energy solutions to communities worldwide.

According to Ikea, more than 1bn people worldwide have minimal or no access to electricity. To tackle this problem, the Sammanlänkad range, which will be launched in 2021, is made up of solar panels, charging docks and lights that ‘can provide solutions for active outdoor life’.

To design the range, Ikea teamed up with Little Sun, a social business focused on lighting solutions. The businesses learned from those living outside the electrical grid to understand the challenges they regularly face. ‘Energy is vital in life today, but still many people have no grid at all or a broken grid. We want to find smart solutions for them as well as for people that have access but want to reduce their energy consumption to adapt to a more sustainable lifestyle’, says James Futcher, creative leader at Ikea.

With demand for energy relentless, brands are launching initiatives focused on empowering a new subset of energy-efficient prosumers.

Ever & Ever is making single-use water more sustainable

New York – The line of aluminium canned water is positioned as a more sustainable alternative to conventional bottled water.

Available in still and sparkling varieties, Ever & Ever is packaged in 16-ounce Alumi-Tek bottles. By focusing on packaging, rather than the source of water – Ever & Ever is purified using reverse osmosis – the brand gives consumers the opportunity to buy single-use water with a more neutral impact on the environment. According to the brand, aluminium is infinitely recyclable, with nearly 75% of the material ever produced still in use.

‘Consumers are increasingly aware of the negative impact of single-use plastic, yet their choices in grocery and convenience stores are limited,’ explains Jane Prior, chief marketing officer of Ever & Ever’s parent company, All Market Inc. ‘When recycled, an aluminium bottle can be turned into a new can in as little as 60 days, so we knew it was the most viable, sustainable alternative to single-use plastic water bottles.’ Another brand striving to disrupt the bottled water category is Cove, which recently launched the first single-use bottle of water that can fully biodegrade.

Ever & Ever by All Market

KLM redesigns the aircraft as we know it

Flying-V by KLM and Delft University of Technology

Seoul – The Dutch airline has revealed plans to launch a V-shaped aircraft to make flying more sustainable.

KLM has signed a new cooperative agreement with Delft University of Technology to make aviation more sustainable. As part of its agreement, the airline will be contributing towards the university’s research into an innovative flight concept known as Flying V.

The V-shaped aircraft design will integrate the passenger cabin, cargo hold and fuel tanks inside the wings of the plane. With improved aerodynamic shape and reduced weight, the plane will use 20% less fuel than today’s most advanced aircraft, the Airbus A350. The Flying V will also have the same wingspan, which enables it to use the existing airport infrastructure, and carry the same number of passengers: 314.

As travellers become more aware of how flying negatively affects their carbon footprint, aircraft must become better equipped for a future in which sustainability is at its heart.

Stat: Shoppers still want retailers to offer experiences

For retailers looking to engage customers, the promise of experience continues to draw consumers into physical stores. According to research by RetailExpo, 73% of UK consumers would spend more time and money in stores that offer experiences in addition to products.

In a survey of 2,000 consumers, 68% said they wanted stores to offer experiences, services or leisure activities. Meanwhile, 66% would visit a retailer for their cafés, bars and restaurants, suggesting there is still demand from shoppers for in-store offerings that cannot be replicated online. For more, read our Op-Ed on why retail programming will outshine product.

Thought-starter: How are women revolutionising football?

Nicolas Bastide, event logistics project lead at the Local Organising Committee for the FIFA Women’s World Cup France 2019, on the major brand and audience opportunities that lie ahead for women’s football.

Women’s football is flourishing, according to Bastide. ‘Brands have everything to gain from taking part in women’s football and many will benefit from the Women’s World Cup. As this market develops, it is becoming more lucrative for brands and broadcasters alike, with increasing tv rights and more spectators.’

But to truly engage fans, brands must stop replicating what works well for the men’s game. ‘Some men's teams are more than a century old and have a strong history, whereas women’s football is relatively new,’ he argues. ‘That’s why we need to change how we approach women’s football, starting with building a fresh identity.’

He continues: ‘After this World Cup, I expect growth in women’s football to continue, with more infrastructure created and money invested. Spectators will become used to seeing women’s football matches on tv and broadcasters will be encouraged to show more women’s games. We still have a long journey, but the future looks hugely encouraging.

Read the full Q&A here
Nike and Christelle Kocher (Koché)
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