News 25.01.2024

Need to Know

Furniture company Herman Miller begins new branding, urban bathing in Manhattan, and the British fashion industry signals a staggering lack of diversity in decision-making roles.

Herman Miller unveils modernist brand identity update by Order

Herman Miller, US

US – New York design studio Order has breathed fresh life into Herman Miller’s brand identity in a nod to its mid-century modern design heritage. The iconic American design brand, which celebrated its centenary in 2023, sought to modernise its image while honouring its legacy.

The updated branding recalls the modernist aesthetics introduced by graphic designer John Massey in the late 1960s. It features a Helvetica-style typeface and re-imagines the distinctive M logo, originally created by Irving Harper in 1946. The logo is now free from its circular background, allowing it to serve as a versatile graphic element across various mediums.

Order’s design director Garrett Corcoran emphasised the significance of retaining the M symbol while adapting it for contemporary use. The Herman Miller wordmark adopts the Söhne typeface by Klim Type Foundry, a modern homage to the original Helvetica used by Massey.

This rebranding effort reflects Herman Miller’s commitment to evolving with the times while cherishing its design heritage.

Strategic opportunity

The rise of second-hand shopping has revived mid-century modern design, an apt choice for Herman Miller’s rebranding. Companies should re-use heritage elements that align with current consumer aesthetics to connect with today’s audiences

All-in-one food app Lollipop rebrands as Cherrypick

Cherrypick, UK Cherrypick, UK
Cherrypick, UK Cherrypick, UK

UK – London-based design studio Otherway has revamped the food platform previously known as Lollipop as Cherrypick. The one-stop-shop app allows users to browse recipes, pick and plan meals, and directly order groceries via the app from their local supermarket of choice.

Created to make healthy food more accessible, convenient and fun, Cherrypick enlisted Otherway for a brand refresh that would amplify its mission. In order to make the brand feel equally functional and fun, the visual identity welcomed the cartoonish Handy mascot, which echoes how Cherrypick acts as a handy helper, enabling users to find the best ingredients and recipes. ‘The Cherrypick brand world embraces both fun and function’, the Otherway team told Creative Review. ‘From the logotype to the illustrations – every touchpoint within the identity follows this principle of celebrating the joyful experience of the brand while also being super-useful.’

Cherrypick’s hybrid solution, occupying a grey area somewhere between a meal kit, a food planner and an online delivery service, paves the way for disruption in the food delivery sector.

Strategic opportunity

Otherway’s rebranding of Cherrypick is a prime example of how a business can lean into fun and relatability to make health-forward offerings less intimidating and more welcoming to all consumers

Bathhouse Flatiron unveils luxurious wellness oasis in Manhattan

Bathhouse Flatiron, Photography by Adrian Gaut, US Bathhouse Flatiron, Photography by Adrian Gaut, US

US – Expanding from its successful Williamsburg debut, Bathhouse, the renowned spa, restaurant and wellness destination, has opened in the heart of Manhattan’s Flatiron district. The 35,000-square-feet retreat, at 14 West 22nd Street, welcomes visitors into a sleek paradise that seamlessly combines 5,000 years of bathhouse heritage with 21st-century hospitality.

Formerly an underground parking garage, the expansive space, designed by New York’s Rockwell Group, boasts 19 treatment rooms, an 800-square-feet dry sauna, a Russian-style ‘banya’, and six Bitcoin-heated pools. Co-founder Jason Goodman expressed the vision to create the ‘best bathhouse that’s ever been built in the heart of Manhattan’.

Guests can savour nutritious delights at the all-day cafe, which offers a menu featuring green egg frittatas, cashew spinach dip and porchetta meatballs. Bathhouse Flatiron, open daily from 9:00am to midnight, offers various admission options, including a Day Pass (£47, $60, €55 and up) for unlimited access to thermal pools, saunas and steam rooms. In our analysis of Urban Bathing, we highlighted how this ancient ritual with a firm place in many cultures is undergoing a revival in urban areas.

Strategic opportunity

The Urbanising World is a core Global Driver shaping our insights here at The Future Laboratory. What role can your brand play in bringing blue spaces to grey places – a growing imperative for those living in densely populated zones?

Stat: New report shows lack of diverse decision-makers in UK fashion

Photography by Alexander Suhorucov, UAE Photography by Alexander Suhorucov, UAE

UK – The inaugural UK Fashion DEI (Diversity, Equity and Inclusion) Report, to be released in 2024, exposes a stark lack of diversity in executive roles in the UK fashion industry. Despite strides in catwalk and campaign representation, a mere 9% of executive positions are held by people of colour. The report, based on responses from 1,529 participants in the UK’s first fashion industry census survey conducted by the British Fashion Council (BFC), The Outsiders Perspective and Fashion Minority Report, highlights a disparity in perceptions of diversity in the industry.

Caroline Rush, CEO of the BFC, emphasises the urgent need for change: ‘The UK Fashion DEI Report has made it clear that those in power don’t think there is an issue, while diverse groups working in the industry are revealing the actual magnitude of the issue. This is a wake-up call for all of us.’ Of the white men who responded to the survey, only 14% said they believe the industry is not diverse, but this rose to 46% for women of colour and 52% for people with disabilities.

As leaders and regulators increasingly focus on environmental, social and corporate governance (ESG) and diversity policies, the report calls for more accountability and robust data to drive meaningful change. In our Work States Futures macrotrend report, we delved into how employers will face strong demand from their team for more robust DE&I policies that go beyond tokenism and paying lip service.

Strategic opportunity

Amid more calls for inclusivity in the fashion industry from consumers themselves, brands should revise recruitment processes to ensure they are inclusive and bias-free, actively seeking diverse candidates for all roles in their organisation beyond diverse fashion models

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