News 27.02.2024

Need to Know

Pet specialist Lunge takes inspiration from fashion editorials, Hinge introduces Gen Z to a special phone book and why most consumers are not satisfied with the retail experiences offered to them.

Lunge elevates luxury pet accessories with fashionable brand identity

Lunge. Identity by Porto Rocha, US
Lunge. Identity by Porto Rocha, US
Lunge. Identity by Porto Rocha, US

US – New York-based pet accessories brand Lunge is redefining luxury pet products with its collaboration with design agency Porto Rocha. The brand, known for its premium materials and playful design, sought a visual identity that mirrors its forward-thinking ethos. Inspired by 1980s Benetton ads and early 2000s fashion editorials, the branding captures the spirit of New York dog walkers and their energetic pets.

Lunge founder Nicholas Schröder envisaged an identity that emulates the dynamic city streets, where dogs eagerly pull their owners. Porto Rocha’s customised typeface features italicised letters leaning boldly across the screen, embodying the brand’s vitality. The carefully curated colour palette of black, off-white, cornflower blue and moss green adds personality while maintaining a refined look.

Porto Rocha envisaged Lunge’s brand as timeless yet fresh, setting a new standard in the pet category. As Lunge explores unexpected designs and collaborations, this dynamic identity launch marks a significant step towards redefining pet luxury for the next generation of dog parents.

In Prestige Pets, we previously analysed how fashion brands are getting involved in the lucrative luxury pet economy as dog ownership booms and birth rates decline.

Strategic opportunity

Given the growing demand for high-quality products and services in the pet market, consider how marketing and communications around pet products must evolve and become more premium

Hinge introduces Phonebook to help Gen Z unplug for an hour

Phonebook by Hinge, US Phonebook by Hinge, US
Phonebook by Hinge, US Phonebook by Hinge, US

Global – Dating app Hinge has launched One More Hour, a social impact initiative aimed at combatting Gen Z’s feelings of loneliness. Timed to coincide with the Global Day of Unplugging on 1–2 March 2024, Hinge has introduced a pocket-sized Phonebook packed with over 100 pages of activities to encourage face-to-face connections. A survey from Hinge reveals that 75% of Gen Zers in the US feel less lonely when spending time with others offline. The Phonebook, which is similar in size to a smartphone, features creative ideas such as ‘sketch-ies’ instead of selfies and using food waste as clothing dye.

Food-focused creative collective Aerthship, Jamaican American chef DeVonn Francis and drag artist Steak Diane contributed to the analogue content. Young adults across the US can order a free copy or download it from Hinge’s website, with 2,000 copies available. In addition, Hinge plans to prompt its users to embrace tech-free moments on 29 February, encouraging meaningful offline interactions in celebration of the Global Day of Unplugging.

This aligns with the findings of our upcoming Generations: Now and Next 2024–2025 report and also reiterates the importance of dating apps responding to users’ changing digital behaviour, as revealed in Five Apps Introducing the Next Generation of Dating.

Strategic opportunity

Explore ways to integrate offline experiences into digital platforms. This could involve creating initiatives or features that encourage users to engage in face-to-face activities, fostering a sense of community and combatting feelings of loneliness

Pentawards unveils new spirits and CBD packaging design awards

UK – In a bid to stay ahead of evolving industry trends, the annual Pentawards packaging design competition has unveiled two new sub-categories: spirits and CBD products.

Under the Beverages umbrella, the newly introduced Spirits Collection sub-category aims to recognise outstanding designs for spirits ranges, including both dark and clear spirits. The decision follows the introduction of a Wine Collection sub-category in 2021.

Simultaneously, the Body, Health & Beauty category will now feature a dedicated CBD sub-category. With the CBD market projected to reach £15.50bn ($19.67bn, €18.12bn) by 2032, Pentawards seeks to spotlight the industry’s development through innovative packaging design (source: Custom Market Insights).

‘We’ve seen some really exciting, creative and experimental designs coming through in previous years for CBD products, and as this industry grows at pace, we wanted to create sub-categories that demonstrate how packaging design evolves with it,’ said head of Pentawards, Adam Ryan.

For more insights on packaging design, head to our analysis of the latest edition of the Pentawards.

Courtesy of Pentawards, UK

Strategic opportunity

Consider developing innovative packaging materials that not only meet aesthetic requirements but also address the specific needs of emerging markets like spirits and CBD products, such as preserving product integrity, freshness and sustainability

Stat: IBM reveals consumer dissatisfaction with retail experience

Aston Martin Q New York, US Aston Martin Q New York, US

Global – IBM’s 2024 report, Revolutionize Retail with AI Everywhere: Customers Won’t Wait, sheds light on the widening gap between consumers’ expectations and the current retail landscape. In a survey of nearly 20,000 global consumers, the study reveals stark dissatisfaction with both in-store (9% satisfaction) and online (14% satisfaction) shopping experiences. But there is optimism about technology’s potential to enhance the shopping journey, with over half of respondents expressing interest in AI-driven features like virtual assistants (55%) and applications (59%) – findings that are in line with insights from our EQ-Commerce macrotrend report.

Economic considerations, particularly inflation, are significantly influencing consumer behaviour, with 62% citing price as a key factor in switching stores or brands. Flexibility in payment options is also in demand, with 55% desiring more varied payment methods and 46% expressing interest in paying for purchases in instalments.

Moreover, consumers are calling for improvements in physical retail spaces, including a greater variety of products (37%), more product information (26%) and faster checkout processes (26%). Interestingly, there is a notable trend towards digitally integrated in-store experiences, with 65% of consumers using mobile apps while shopping.

Strategic opportunity

To better understand what your online and in-store customers want, it is vital that you invest in efficient data collection and data management systems to learn more about their customer journey and offer them personalised experiences

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