News 10.01.2020

Need to Know

Google develops an AI to detect breast cancer, Soylent turns its hand to energy drinks, and people feel demotivated to act sustainably.

VegNature’s rebrand emphasises its eco-values

VegNature by Leonardo Studio Design
VegNature by Leonardo Studio Design
VegNature by Leonardo Studio Design

Canada – Plant-based food brand VegNature has overhauled its visual identity to be more in line with its brand values of healthy, greener and more compassionate living.

As part of the rebranding its flagship product, plant-based ‘cheese’ La Bûchette, has been updated. Its new eco-friendly packaging is not only designed to be more visible on supermarket shelves, it is made from 100% recyclable plastic and 100% recyclable and compostable cardboard.

Working with Leonardo Studio Design, the rebranding aims to inspire consumers to choose plant-based products. Abiding by the motto ‘Just plants. No bad stuff', the shift towards bolder eco-packaging also precedes the launch of a a new product range for 2020. ‘Even though VegNature already has a solid fan base, we had to think about curious people looking for healthier alternatives and looking for new things,’ explains Stéphanie Bergeron, co-founder of Leonardo Studio Design.

With plant-based products increasingly front of mind for consumers, brands are updating their identities and pushing for more visceral visuals that elicit pleasurable eating without compromise. For more, explore our Vibrant Veganism design direction.

The energy drink giving Soylent a boost

Soylent Stacked Soylent Stacked
Soylent Stacked Soylent Stacked

US – Soylent has introduced a ready-to-drink, nootropic energy drink, Soylent Stacked, described as a complete formula to fuel the mind and body.

Combining healthy fats, plant protein, slow-burning carbohydrates and essential nutrients, Stacked is said to enhance focus, accuracy and the ability to switch between tasks with ease. Formulated with a ‘stack’ of L-theanine and caffeine, the drink has been created to provide a calm yet sustained energy boost.

Eschewing the sugary rush of traditional energy drinks, Soylent Stacked contains ingredients to support cognition and memory, as well as overall mental and physical performance. ‘Our customers told us they were frustrated with the empty calories and lack of nutrition in the leading energy drinks. Soylent Stacked is the first energy drink formulated for both your mind and your body,’ explains Bryan Crowley, CEO of Soylent.

With growing concern about the negative health impacts of high-sugar, high-caffeine energy drinks, brands are innovating to offer less harmful alternatives. Explore our Alternative Energy Drinks microtrend for more case studies.

Google AI can now detect breast cancer

Global – Google has developed an artificial intelligence (AI) system that can detect breast cancer with greater accuracy than most doctors.

In a recent study published in the scientific journal Nature, Google’s AI systems were put to the test – and were found to produce fewer false positives and false negative results than doctors, both of which can significantly affect how the disease is detected and treated.

The AI system uses machine learning, analysing tens of thousands of mammograms from women in the UK and the US, drawing from this information to better detect new cases. Researchers who worked on the project note that ‘the performance of even the best clinicians leaves room for improvement. AI may be uniquely poised to help with this challenge’.

While the worlds of health and wellness were once distinctly separate, new technologies for healthy living are emerging to prioritise convenience and care. Find out more about how technology is transforming health in our Certified Wellness macrotrend.

Breast Cancer Detection

Stat: People remain apathetic to sustainable behaviours

According to the 2020 Looking Further with Ford trend report, 78% of adults globally agree with the statement: ‘I am actively changing my behaviour to help in the fight against climate change.’

Yet, with variations in sustainable acts apparent across global regions and demographics, many people remain disengaged or simply demotivated to behave more sustainably. In fact, Ford's report shows that 46% of people in the UK said they would only embrace sustainable initiatives such as not using plastic straws if the inconvenience of doing so was small or non-existent. This compares to 62% of people in China, 51% in Australia, 78% in France and 48% in the US.

Brands are waking up to the responsibility they have to encourage sustainable decisions among consumers, something Jo Barnard, co-founder of design studio Morrama, examines in her recent opinion piece.

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