Need to Know
05 : 01 : 21

Eat Offbeat spotlights its former refugee chefs, a digital fabric library for an immaterial future and streamers seek out niche communities.

Eat Offbeat rebrands for truly global eating

Eat Offbeat identity by Pentagram Eat Offbeat identity by Pentagram
Eat Offbeat identity by Pentagram Eat Offbeat identity by Pentagram
Eat Offbeat identity by Pentagram Eat Offbeat identity by Pentagram

US – Social impact food company Eat Offbeat is celebrating global cuisine through its visual identity, designed by Pentagram.

The new identity is designed to pay tribute to the food cultures of Eat Offbeat’s former refugee chefs, as well as communicating its namesake reference to eating ‘off the beaten path’. Working with Eat Offbeat to achieve a more aspirational narrative to its humanitarian approach to food, Pentagram captures the concept of ‘global homecooking’ through dynamic graphic design.

Its logo, for example, captures the concept of migration, shifting and moving before settling into staggered formations. A vibrant colour palette takes inspiration from Eat Offbeat’s variety of cultures, with playful illustrations and simple flag designs used to signify the origins of foods. Meal boxes can also be customised with illustrated stickers, mimicking stamps and labels collected through travelling.

Dynamic branding in the food and drink sectors is a powerful tool for both activism and elevation of traditional cuisines – like those reclaimed by Omsom.

Workingmenblues digitises its fabric library

Digital Fabric Library, Workingmenblues, Amsterdam Digital Fabric Library, Workingmenblues, Amsterdam
Digital Fabric Library, Workingmenblues, Amsterdam Digital Fabric Library, Workingmenblues, Amsterdam

Amsterdam – Fabric manufacturer Workingmenblues is digitising its fabric library to increase accessibility to its products.

The library showcases all fabrics in high resolution, with technical data available for each design. To improve the experience of selecting fabrics, customers can target their search based on aesthetic factors like colour, design and width, alongside considerations such as the item’s season and ecological certificate. As well as creating focused boards within the platform, customers can also request fabric swatches to be delivered to their door.

‘By launching our digital fabric library, we are not only able to take a step towards our goal of reducing our ecological footprint but also make our collections more visible, thus allowing operations to accelerate,’ explains Aleks Kuijpers, founder of Workingmenblues.

Across sectors, brands are rapidly embracing digital solutions to remain relevant in the inter-Covid era. Bruno Antunes Luis, co-founder of Gaspard + Bruno, spoke to LS:N Global about the ways hyper-real digital solutions can change how we interact with fashion.

Net-A-Porter uses tech to track luxury garments

UK – Online luxury retailer Yoox Net-A-Porter is running two pilot Digital ID technology programmes to boost circularity in luxury and fashion.

As part of the programmes, customers can scan QR codes on garments to access unique information, content and services relating to their product – with the aim of encouraging garment longevity.

In its full roll-out, the garment ID technology will be able to capture and record each item’s history, from the manufacturing stage to use, resale, re-use and recycling. According to Giorgia Roversi, Yoox Net-A-Porter’s director of sustainability and inclusion, ‘Important moments such as repair or resale can be digitally stamped in the passport... helping us to shift mindsets when it comes to longevity and circularity in luxury and fashion.’

With industry leaders adopting more sustainable initiatives, our Fashion 2030 scenario posits a future in which garments will be hacked, tracked and rationed.

Yoox Net-A-Porter Yoox Net-A-Porter

Stat: Community-based streaming is changing media

Finding a Digital Letter-form by Gang Buron-Yi Finding a Digital Letter-form by Gang Buron-Yi

American consumers who use streaming services enjoy connecting with others over what they’re watching, especially with those who share the same passions.

According to Hulu Advertising’s Generation Stream report, 59% of streamers are part of an online community that is specific to a passion of theirs. Meanwhile, 32% of streamers say that watching tv shows or films with others and having a community of fellow fans is very important to them.

These insights indicate a growing demand for digital content that serves the interests of niche groups and appeals to consumer passions. Julie DeTraglia, head of research and insights at Hulu, explains: ‘For years, television had to deliver a specific rating. Shows had to appeal broadly or else they wouldn’t survive. Those days are long gone.’

Look out for our forthcoming Digital Fandom Market in which we explore the ways in which fandom and community are playing out in online spaces – from gaming worlds to live-streamed shows.

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