Brand Strategy

Winning the Moment: How Brands Use Seasonal Occasions to Spark Connection

Articles /

Seasonal moments can be emotional touchpoints that invite consumers into a shared celebration. Whether it’s a limited-edition drop or festive packaging design, brands that master well-timed storytelling often find themselves at the center of cultural conversation. Already this year, Starbucks has once again taken the seasonal spotlight with the release of its limited-edition “Bearista Cup”. […]

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How Retail Design Can Create Community, Connection, and Cultural Relevance

Articles /

Walk into any store today and you’ll quickly sense whether a brand understands its customers, or if it’s just selling to them. From the lighting and layout to the artwork and materials, every design detail tells a story about the brand’s culture and how it values its customers and communities. Today’s consumers want to feel

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Maxwell House

Trust by Design: How CPG Can Effectively Communicate Sustainability in an Era of Skepticism

Articles /

These days, going green is a must for CPG brands, but while environmental consciousness is at an all-time high, so is consumer skepticism. Years of exaggerated claims and vague buzzwords have led to the rise of eco-cynicism, where even genuinely sustainable brands now face distrust. The heightening awareness of greenwashing poses a new challenge for

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Designing for Diversity: Why Inclusive Branding Is More Than Just Representation

Articles /

Diversity has become a contentious topic across North America, as companies navigate shifting political pressures while developing their strategies. These pressures have created differing perspectives on the value of diversity, leaving many brands uncertain about the right path for their organization. Some have fully embraced and reinforced diversity initiatives, while others have scaled back or

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The “Better For You” Revolution: How CPG Brands Are Winning Hearts Through Emotional Repositioning

Digital Experiences /

The Better-for-You (BFY) movement isn’t just a trend, it’s a complete shift in how people eat, shop, and think. Today’s consumers want it all: health, transparency, and convenience, without sacrificing taste. As the demand for feel-good, do-good snacks grows, BFY has become a driving force in reshaping the global food landscape. In response, brands are

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Perfect Is Boring: What Big Brands Can Learn from the Rise of the Anti-Brand

Digital Experiences /

In recent years, branding has been all about polished storytelling, aspirational lifestyles, and curated perfection. But somewhere between the perfectly aligned flat lays and hyper-curated copy, something got lost: realness (a.k.a “authenticity”). Some brands are trading polish for personality, control for chaos, and perfection for raw, messy humanity. We see the anti-brand strategy commonly adopted

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How to Successfully Offer Health Services at Retail Pharmacies

Digital Experiences /

Healthcare systems around the world are struggling to meet the needs of patients. Governments hope pharmacies can fill the gap by allowing them to offer a wider range of services. In many countries, patients are accustomed to seeking out a pharmacist’s advice, often in place of going to a doctor. North American consumers, however, see

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A Quick Guide on How to Use Shape and Color Choices to Influence Buying Decisions

Digital Experiences /

Color and shape not only catch the eye, but they also guide our perception and emotions. Together, these elements transform a logo into an icon, a package into a feeling, and a brand into a relationship. Studies show we process images 60,000 times faster than text, as the majority of information we absorb is visual,

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Think Ahead for 2025: What Undercurrents Beyond Trends Brands Need to Know

Brand Strategy, Packaging Design /

“Predicting the future” is not as daunting as it might sound. If you’re paying attention, the future is already here. For the past ten years, we’ve shared potential future scenarios brands and marketers should note as they consider new initiatives. Many of these potential futures have become reality: for example, in 2018 we explored a

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The Power of Nostalgia: Designing for Instant Emotional Impact

Brand Strategy, Packaging Design /

Emotional connection is critical for a brand because it creates a deeper connection with consumers, influencing loyalty, purchase behavior, and overall brand perception. By evoking fond associations with a particular era, product, or cultural moment, brands can establish a bond with consumers, through a sense of comfort and trust. Human decision-making is greatly driven by

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The Top Trends in Brand Strategy and Positioning

Brand Strategy, Packaging Design /

Brand strategy and positioning are like a compass and a spotlight for your business. A compass guides decision-making and operational actions, keeping you on track toward your goals. A spotlight highlights your unique strengths and values, helping you clearly stand out in a crowded market. This blog explores the top trends shaping brand strategy in

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nu skin interior room with round table

Novelty Retail Experiences: Trends and Predictions

Brand Strategy, Packaging Design /

Trends in novelty retail experiences are redefining how brands connect with consumers. These immersive and unexpected spaces offer a sense of discovery, tapping into customers’ desires and behaviors. In this blog, we introduce some of the latest trends in novelty retail experiences and explore how they may be shaping the future of retail. Multi-sensory Retail

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 PetroCanada – CareMakers Foundation  

https://www.sld.com/wp-content/uploads/2024/10/HEADER-1.mp4 Communicating Kindness The power of stories builds awareness for the Petro-Canada CareMaker’s Foundation. CLIENT PetroCanada CareMakersFoundation PROJECT CareMakers Website RELATED SERVICE Visual Identity DesignCorporate CommunicationsWeb Design, Content StrategyContent Production THINK As a relatively new organization, the PetroCanada CareMakers Foundation wanted to build awareness of their purpose: supporting Canadian family caregivers. The cause is one

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How the Huberman Podcast is Influencing Retail

Brand Strategy, Packaging Design /

The wellness industry has been growing rapidly, with technology solutions such as wearables, personalized products such as 3D printed vitamins, and in-home gym and workout equipment. In the retail sector, hot trends in healthy lifestyles are changing certain categories and creating new ones. In today’s blog, we’ll explore how trends in wellness are reshaping health-focussed

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docbraces

How Dentists Are Leading The Way in Healthcare Clinic Design

Brand Strategy, Packaging Design /

Dentistry is one of the most aesthetic of the medical professions, so it’s no surprise they lead the way when it comes to clinic design. Modern dental practices have moved away from the sterile, often tired-looking office spaces towards bolder and brighter settings that merge function, hospitality, and style. Ultimately, dentists have proven that interior

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