LSN : News : Bold branding for tempting healthy treats

Bold branding for tempting healthy treats

Gigantic! designed by Gander, US

US – Gigantic! low-sugar confectionery bars are using nostalgic branding cues to tempt adults away from conventional chocolate brands.

The brand identity and packaging by Gander fuse bold typography with contrasting colours to ensure the range stands out on the shelf. Meanwhile, its logomark and fonts are intended to evoke associations with childhood superheroes, playing into nostalgia to steer shoppers towards making healthier snack choices.

‘In contrast to most better-for-you brands, we were inspired by classic candy brands that emphasised brand awareness, bright colours and taste appeal over health claims or nutritional callouts,’ reads a statement from Gander. ‘Candy should always be fun, so we wanted to reinforce that there's truly no compromise when you reach for a Gigantic! Bar.'

While health continues to underpin many consumers' food choices, a combination of childhood flavours and nostalgic branding is helping to promote food innovations.

Biodegradable packaging made from animal skin

Bioplastic Skin by Valdís Steinarsdóttir, Iceland

Iceland – Material designer Valdís Steinarsdóttir hopes to reduce waste by transforming animal by-products into food packaging.

To make the Bioplastic Skin, Steinarsdóttir sources animal hides from slaughterhouses, boiling them to collect gelatine, which is then combined with bioplastic. The resulting film can then be used to safely package the same animals' meat, biodegrading over a number of weeks once discarded.

While the designer has previously made food containers from animal bones, this latest project takes a more circular and sustainable approach by using the animal in its entirety. Steinarsdóttir says her intention is not to increase demand for animal products, but 'rather use what is already there to reduce waste and experiment with disposed materials to discover their full potential’.

Packaging innovators are targeting the food industry with earth-friendly alternatives. Explore a range of greener storage solutions in Eco To Go.

Approachable aesthetics for Elon Musk’s Neuralink

US – Design agency Play has used familiar graphics and pastel tones for an update to Neuralink's visual identity.

Aiming to make the neurotechnology firm's work and ambitions easier to grasp, Play has selected phrases that are simple to understand, while drawing on influences such as old science textbooks for supporting graphics.

Combined with a specifically chosen colour palette of muted greys, pinks and blues, the aesthetic is purposefully designed to evoke feelings of calmness. The imagery highlights Neuralink’s work in neuroscience, showcasing diagrams of brains intertwined with futuristic illustrations.

‘Ultimately, our goal was to find a balance between traditional science textbooks and the seemingly limitless possibilities of the Link,’ explains Casey Martin, the agency’s founder and creative director. She adds: ‘The company is rooted in science, the brand needed to be too.’

Technology is being demystified via thoughtful design directions that communicate subjects like algorithms and AI-enabled systems in ways that consumers can understand.

Neuralink visual identity by Play, US

Stat: Domestic skiing soars among Chinese staycationers

Ufogel

Chinese tourists are embracing local ski trips and mountain breaks in lieu of international travel, according to Dao Insights.

It reports that bookings for skiing activities have increased more than 350% since November 2020 on Chinese travel platform Ctrip. This surge in interest comes as winter sports receive an injection of funding from regional and national governments in China, following the announcement that the 2022 Winter Olympics will be held in Beijing.

While many Chinese skiing enthusiasts may have ordinarily travelled to Europe, the US or other parts of Asia for their ski trips, Covid-19 travel restrictions have forced people to stay local. As a result, The UN World Tourism Organisation (UNWTO) predicts that China’s ice and snow tourism industry will generate £330.06bn ($451.76bn, €376.87bn) in the upcoming 2021/2022 season.

With many Chinese tourists beginning to embrace post-pandemic exploration, domestic travel brands have an opportunity to generate new interest in local travel.