RADAR Magazine | #12 The Wellness Issue

Design and Innovation Journal

SUMMER 2019 #01

WELLNESS ISSUE

EDITORS LETTER Welcome to Radar, a familiar name, but a new concept. In the past we had two journals. Absolem focused on innovation, Radar on design. However, Echo is all about integration, so it is only natural to combine the two into one brand-new journal, keeping the name Radar. In this issue we cover the latest design trends and recent Echo launches alongside innovation and visions of the future.

Our theme for this issue is Wellness. Valued at over $4.2 trillion and growing fast, the wellness industry is an exciting space to do business with rapidly changing consumer dynamics and a wealth of new products and services to explore. In the following pages, the team explores the latest visual trends and suggests how design and innovation can improve health and happiness in our Insights section. We introduce our latest work in this area with Sea CBD and English Tea Shop and also offer a vision of the future in our articles about lab grown meat and the use of health data.

As part of our Wellness Season we also hosted a webinar on Democratising Wellness which you can watch on-demand here. We reflected on the current exclusivity of the wellness trend and explore how brands can play a credible role in improving access and relevance for all.

If you would like to learn more about wellness trends and insights specific to your category, we offer bespoke studies.

We hope you enjoy the new look Radar, and would love to know what you think so please do get in touch!

Nick Dormon, Managing Director

@echobranddesign linkedin.com/company/echo-brand-design-ltd echobranddesign.co.uk nick@echobranddesign.co.uk

Click here to watch our Webinar on ‘Democratising Wellness’

CONTENTS

TRENDS WELLNESS DESIGN TRENDS 2019 The team explores the visual trends and latest innovations in the area of wellness.

NEWS SEA CBD: SPIRIT OF THE SEA Inspired by the dual qualities of the sea; calming and invigorating, Echo has created a fresh direction for food supplement start-up Sea CBD.

ENGLISH TEA SHOP: FROM FARM TO CUP We tell you the story of the English Tea Shop brand, taking you from farm to cup.

THE WELLNESS ISSUE

INSIGHTS HEALTHIER LIFESTYLES,

BY DESIGN There is a huge divide between aspiration and action when it comes to leading a healthy lifestyle. How can brands use nudge theory to help solve this daily tension?

CONCEPT LAB-GROWN MEAT: READY TO TAKE A BITE? The meat-free foods industry is now being valued at over £572m. Plant-based alternatives are booming but how ready are we for the lab-grown alternatives?

FUTURE DOCTOR DATA Health data is personal - who should own it and what should we do with it?

SOBER SOCIALISING Alcohol’s dominance as the social lubricant of choice is being challenged - what’s coming next?

TRENDS

Consumers across all demographics are readdressing their lifestyle and dietary choices, shifting towards products that claim to offer an elixir for good health or the ultimate routine to boost fitness. We highlight the four key design and innovation trends that are visually redefining what ‘wellness’ means and how it is shaping new and existing brands in the wellness space. * Berners-Lee, Kennelly, Watson & Hewitt, 2018

07.

TRENDS

WELLNESS DESIGN TRENDS TREND 1: AT-HOME FITNESS AS DESIRABLE DECOR As fitness moves out of the gym and into the home, we are seeing brands (Peloton and Tonal etc) creating equipment that also functions as desirable design-led objects within the home. A new wave of devices are designed to ease the impact of busy, modern living by making at-home fitness more immersive, efficient and effective.

TREND 2: SUBTLY SCIENTIFIC TO NORMALISE TABOOS Pharma packaging used to be dominated by explicit claims and confrontational scientific diagrams - relegating them to the back of the bathroom cabinet in embarrassment. Now a new generation of empathetic healthcare brands are adopting a more subtle and sophisticated approach to design that lessens the stigma of medical conditions. Hims clean, neutral packaging and subtly humorous photography presents their range of male hair loss and erectile disfunction treatments as a positive lifestyle choice.

THE WELLNESS ISSUE

TREND 3: THE OPTIMISED HUMAN As the Fourth Industrial Revolution unites the biological, digital and physical domains, the limits of the human body begin to blur. From genetically tailored diets to mind enhancing nootropics and AI training programs to sci-fi prosthetics, we are amplifying human potential and expressing this with a new set of performance codes. The booming athleisure wear industry presents heroic, sculpted figures in futuristic materials while supplement packaging features neon accents and holographic detailing to highlight the high tech ingredients.

TREND 4: TECH WITH BEDSIDE MANNER There is some resistance to the growing role and visibility of technology in the healthcare system, especially amongst older demographics who see digital doctors as an unproven imitation.

Through identity design and UX, brands such as Babylon GP At Hand have built credibility and bedside manner - leading to a rise in trust scores. The clean interface, intuitive navigation and straight talking TOV create a transparent and reassuring journey while the bright colour palette, heart shaped brand mark and friendly use of emojis projects warmth and optimism.

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NEWS

As the wellness trend matures, brands are being held to a higher standard. They need to build credibility and trust while meeting consumer cravings for authenticity and personal alignment. With 87% of consumers stating that they would buy a product based on a company’s advocacy on an issue they care about, it’s increasingly important for brands to nurture not just the individual, but the wider community and world at large. Brands need to be clear on their purpose and bring their ethos and culture to life through compelling identity design. We have had the pleasure of working with two wellness brands recently on this very challenge.

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CASE STUDIES

SPIRIT OF THE SEA

Inspired by the dual qualities of the sea; calming and invigorating, Echo has created a fresh direction for food supplement start-up Sea CBD, replacing clichĂŠd images of cannabis leaves with a clean, universal aesthetic.

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CASE STUDIES

Founders Claire Griffiths and Jack Jackson met while working in the yachting industry and Sea CBD is a brand imbued with the spirit of the ocean. It was Claire’s discovery of natural remedies that first set them on the journey.

“ Start-up brands need strong pack design to connect with consumers” “The main remedy that had a significant impact on my general wellbeing was CBD oil.” Claire says. “It genuinely changed my life and we want to share it with other people. There are many people who could benefit from CBD oil but are put off by brands that are either functional without clear claims, or alternatively filled with clichéd images like marijuana leaves.”

They recognised the need to get professional help on brand creation and packaging design.

This is a bold, straightforward design. From the colour palette, with its earthy hues accentuating the sea-inspired blue and green tones, to the elegant yet clear and legible font, it is honest, direct and effective.

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CASE STUDIES

The on-pack copy tells readers exactly what the product does.

It will also ensure compliance as and when regulation reaches the market. Most notably, a batch number means each bottle can be traced.

“The design echoes the dynamic equilibrium, not only of the sea but also of the product,” explains Christy Davies, Design Director at Echo. “Both relaxing and invigorating, there’s a real duality to CBD oil just as there is to the ocean. The colour we created is a result of hours spent researching the colours you find in icebergs and the deep ocean – we think it will really deliver category standout for this product.”

“If you look at the CBD oil market in the US it’s far more advanced than here, but the UK market is catching up,” concludes Claire.

“We’re really excited to be able to bring our product to market so quickly and with a look that will not only stand out, but will also show people how CBD oil can improve their lives – just as it has with ours.”

There are three variants; 2.5% CBD, 4% CBD and 10% CBD. As you go up the range the signature sea-blue colour intensifies.

Sea CBD is available online initially, and these designs can be rolled out across an expanding product range.

“ The design echoes the dynamic equilibrium, not only of the sea but also of the product�

Design Director: Christy Davies Creative Director: Nigel Ritchie Designer: Jordan Allen Account Director: Peter Cowie Senior Strategist: Tashi van der Waerden Production & Realisation: Scott Hunter

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CASE STUDY

FROM FARM TO CUP Inspired by the flavourful organic ingredients and rich colour palette and symbolism of Sri Lanka, Echo created a packaging range that celebrates the vibrant community of English Tea Shop and their sustainable farm-top-cup story.

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CASE STUDY

“ the idea was to present a more spirited, life affirming expression of wellness...”

English Tea Shop is a successful and growing tea company based in Sri Lanka where they grow, farm, blend and distribute their organic teas to over 55 markets.

Bringing together the delicacy and traditions of the English tea shop with the exuberance and colour of Sri Lanka, the brand was originally launched to disrupt the mass-premium organic tea market. However, despite their success, English Tea Shop was unclear as to what constituted the roots of it.

Echo worked with English Tea Shop to help clarify, define and articulate their brand story and purpose. With their organic range of high quality teas, supported by a strong sustainability story, the idea was to present a more spirited, life affirming expression of wellness compared to that of their more ‘worthy’ competitors.

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CASE STUDY

“ celebrating communities from farm-to-cup ” Based on the idea of ‘celebrating communities from farm-to-cup and inspired by the flavourful organic ingredients, vibrancy and symbolism of Sri Lanka, we created a series of flavour ‘mandalas’ to celebrate the uniqueness of each blend. Each tea variety, through the combination of its bold background colour and bespoke flavour mandala, exudes and symbolises visual balance, togetherness and a sense of joyful community. By subtly altering the construct and colour combinations of the mandala we created a recognisable device that both maintains brand continuity whilst allowing for effective range differentiation. We also re-crafted the English Tea Shop brand mark enhancing its quality credentials and improving legibility.

The new design perfectly captures the unique English Tea Shop story and a notion of wellness that is not just about mind and body but also a celebration of flavour, life and community.

Creative Director: Nigel Ritchie Design Director: Christy Davies Account Manager: Lily Kowalik Production: Scott Hunter Illustrator: Margaux Carpentier Brand Illustrator: Chris Mitchell

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INSIGHTS

This quarter we have explored how people take care of themselves, and where the biggest barriers lie.

Happily, it’s often the smallest changes that deliver the biggest improvements to quality of life and mainstream brands have a very credible role to play through design and innovation.

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INSIGHTS

HEALTHIER LIFESTYLES

BY DESIGN

Ask anyone on the street and they’ll tell you they plan to improve their diet, be more active and get more sleep. Yet 63% of Brits are overweight or obese and 40% of Americans are sleep deprived. There stands a huge divide between aspiration and action. As impulsive, emotional creatures, we humans tend to prioritise short term gratification over long term health. So how can brands help solve this daily tension?

In our Democratising Wellness Webinar last month, we took a design perspective to the growing field of Behavioural Economics. By building upon the pioneering work of the UK’s Behavioural Insights Team (‘Nudge Unit’) we explored how their framework can be applied to design briefs to promote healthy lifestyles. Here are 4 examples of designed nudges that are helping people to realise their best intentions.

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INSIGHTS

HELPING HAND Principle 1: Make it Easy

Overeating is a key factor in soaring obesity rates. Interestingly, researchers have found a parallel between the increase in obesity rates and the size of dinner plates (increasing from a 9-inch diameter in 1950s, to 13-inches in 2010) – the perfect example of a negative nudge. So how can we use design to reverse the trend? Navigating food labels and portioning remains complex. Through showing people how to use their own 2 hands, we can easily recalibrate to correct (personalised!) portions. Carbs like pasta should be limited to the size of your clenched fist, protein the size of your palm and butter just a fingertip. While a single serve of (the recommended 5-a-day) fruit and veg is as much as you can fit in your cupped hands.

ELEVATED SENSORIALS Principle 2: Make it Attractive

A large part of wellness is about self-awareness and yet we so often ignore our instincts.

Consider hydration. In a YouGov survey of more than 2,000 British adults, 17% said they didn’t drink any glasses of water during the average day. While just 8% consumed the recommended 1.5 litres. Why is such a simple and necessary habit so difficult to stick to?

More often than not - boredom.

The wellness and sustainability trends have resulted in a proliferation of durable water bottles that provide a visual prompt to stay hydrated. Through a combination of premium materials, iconic shapes, vibrant colours and added benefits, drinking water has been transformed into a multi-sensory delight!

Notably, Twinings has had marked success with their In’fuse cold tea bags and bottle that upgrade tap water to a delicious treat. Since last year’s launch, they have sold to over 1m people and own 81.2% of the market share of this new and growing category.

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INSIGHTS

FUN FOR ALL THE FAMILY Principle 3: Make it Social

Many of the brands we work with developed their flagship products in another era. As the cultural context has moved on, they are finding themselves at odds with a new set of values - especially the wellness zeitgeist. Through designing a new context (perceptions, rituals and occasions) we can create permissibility and desirability anew.

We were recently engaged by NestlĂŠ to help Smarties achieve their permissibility objectives in International Travel Retail.

Together we built upon the confectionary offer with a series of children’s toys designed to encourage shared play with family and friends.

The new range elevates the chocolate treat to a richer experience that encourages developmental benefits like social skills, creative thinking and fine motor skills.

RIGHT IDEA, RIGHT NOW Principle 4: Make it Timely

We are creatures of habit, so behaviour is generally easier to change when our normal routine is already disrupted. Significant personal events like moving house and getting pregnant tend to put us in a reflective mood. We pay fresh attention to old habits; re-evaluating which choices will serve us best in the next chapter.

Ritual founder Katerina Schneider’s company was born from her own personalexperience.

“When I was pregnant, I turned my house upside down to get rid of products with ingredients I couldn’t get behind.”

Not being able to find a trustworthy brand of prenatal vitamins, she decided to create her own. The range of filler-free capsules has been designed to provide honesty and reassurance.

From the transparent capsules that reveal individual beads of ingredients to the simple but sunny delivery boxes with reaffirming benefits, the brand inspires expectant mums to start a new daily ritual.

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CONCEPT

It’s predicted that by 2050, food production will need to double to feed an expected population of 9.8 billion*. But as climate change, water shortages, pollution and soil degradation compromise traditional agricultural methods, we will have to find new ways to provide healthy nutrition.

Biotechnology has the potential to meet growing demand and decouple quality and price. But how can brands overcome the deeply held belief that natural is best? * Berners-Lee, Kennelly, Watson & Hewitt, 2018

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CONCEPT

A MEATY ISSUE

The meat-free foods industry is now being valued at over ÂŁ572m, plant-based alternatives are booming but how ready are we for the lab-grown alternatives?

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CONCEPT

“ More than half of Chinese and Indian consumers would be very likely to buy ‘clean’ lab grown meat”

It’s clear to see that the UK’s appetite for animalfree foods is only growing. Mintel reported that in 2017 the ‘meat-free foods’ industry was worth £572m up from £539m in 2015. Incidentally, it’s not just vegans driving these sales. Many people are switching to plant-based alternatives for health reasons, animal welfare concerns or to live a more sustainably desirable lifestyle. Fuelled by hard-hitting documentaries and social media appraisal from celebrity influencers, sustainability has risen to stand for a new code of luxury, especially amongst younger generations.

Waitrose, who were the first UK supermarket to install dedicated vegan sections, report that the 18-to-34 age group are the most likely to switch to veganism. With such a captive audience it’s unsurprising we’ve seen a boom in vegan product. Mintel counts a doubling in global launches over the past 5 years. While Sainsbury’s latest report, ‘Future of Food’ suggested that by 2050 they could be selling grow-your-own meat kits which can be picked up from the ‘lab-grown’ aisle.

Meanwhile, last month it was announced that under proposed EU Food Rules names currently used for meat will be reserved exclusively for products containing meat; even though this terminology has been used successfully for decades. These new naming restrictions will

consequently mean veggie ‘burgers’, ‘sausages’ and ‘steaks’ will need a rebrand and producers need to get creative to prevent the unpalatable likes of ‘vegetable protein tubes’ hitting the shelves. It’s easy to assume that this decision has been pushed by the likes of the meat industry who are panicked by young people moving away from eating meat.

But this is not to suggest that meat will disappear from menus. Vegans only make up 2% of the UK population while 91% of British households are still purchasing meat and dairy products.

Meat-free alternatives may be appealing to the early adopters, but how adventurous are the majority? In the next few years it is expected that controversial lab-grown meat will arrive on our plates. The world’s first lab-grown burger was eaten in August 2013 produced at a staggering £215,000 but by 2015 the cost had dropped dramatically to £5. The race is now on to bring a commercially viable product to market. In theory, synthetic meat offers a ‘miracle’ solution to many major environmental issues; a 78-96% reduction in greenhouse gas emissions, 82-92% less water and 99% less land use. But what we are still to learn is will anyone actually want to eat it?

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CONCEPT

“ ...branding will be the catalyst to change consumer reservations and encourage trial”

The technology may be within our midst, but huge barriers remain; trust, taste concerns, food neophobia and an aversion to the very concept.

Interestingly, results from various studies highlight a substantial cultural disparity on the acceptance of lab grown meat. SURVEYGOO found that almost a third of consumers said they would be happy to eat ‘cultured meat’ – surprisingly vegans are the group most likely to do so (60%). While FRONTIERS found that 59.3% of consumers in China, and 48.7% in India, would be very likely to buy ‘clean’ lab grown meat, compared to just 18% in the UK. Fundamentally, branding will be the catalyst to change consumer reservations and encourage trial, and will need to address the unique regional hesitations and motivations. It’s an exciting time for food innovation; And by supporting its journey to market with honest communications and charismatic branding we can use design as a vehicle for behaviour change that will benefit the individual, their community and the world at large.

DIRTY FOOD MADE CLEAN Re-thinking fast food packaging Ketchup Sachet: Skipping Rocks Lab Ooho! use ‘Notpla’ a revolutionary material made from seaweed and plants which naturally biodegrades in 4-6 weeks.

Table Top Material: Chip[s] Board® Chip[s] Board® have developed a range of innovative and sustainable circular economy materials using potato waste.

Micro Green Salad: Growing Underground Growing Underground sustainably grow mouthwateringly fresh micro greens and salad leaves 33 metres below the busy streets of London. Their hydroponics system uses 70% less water than traditional open-field farming.

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At Echo we have explored this creative challenge by imagining the not so distant future with the UK’s first fast food joint to serve up lab-grown meat. Introducing CHEAT a fast food joint aimed at the adventurous eaters; the Netflix documentary viewers who watched Cowspiracy and are looking to progressive brands, the intelligently anarchistic who are ready to join the labgrown meat revolution.

We have gone wide of clichĂŠd organic visual codes to build a brighter, bolder aesthetic that has confidence and taste appeal. Avoiding dry science, the messaging delivers facts with wit, presenting CHEAT as a worthy yet indulgent lifestyle brand.

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FUTURE

Each season we look into our crystal ball and imagine the impacts of new technologies and the evolution of consumer behaviour. This month we explore the power of data in healthcare and bars without alcohol.

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FUTURE

DOCTOR DATA

The revolution in healthcare is here.

Come with us to the year 2040 as Echo imagines a new generation of healthcare services and the opportunity for consumer & brand collaboration.

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FUTURE VISIONING

HAI is a healthcare service dreamed up by the Echo Innovation Team. All brand names are fictional.

For decades, the healthcare offer has been limited by strained services and monopolised by powerful pharmaceutical companies. Where consumers sought empathy and empowerment, they were too often met with dehumanised interactions – the result of legacy infrastructure, service silos, stretched resources and traditional paternalistic styles of treatment that restricted personal choice and control.

Medical data may seem an unlikely hero, but a power shift is occurring as personal data and medical knowledge is being placed in our own hands. Thanks to a rise in flexible, lost cost devices and open platforms, data is now accessible and actionable. From wearable technology to at-home diagnostics, we are turning this data into insight that helps each of us to make informed choices.

One of the most celebrated services in this brave new world of healthcare is HAI. Part nurse, part life coach, the nanoband helps its

wearer to take a proactive and holistic approach to personal wellness. A friendly holograph designed by the user (to date Yoda and Oprah are in high circulation) becomes a trusted ally recording physiological and psychological data that is used to offer tailored suggestions for becoming a healthier, happier you!

HAI is here to educate and empower. As our population ages, life expectancies extend and a growing minority begin to view death as a problem to solve (not an inevitability), HAI offers a sustainable solution to the shortfall in national and private healthcare. Where we have historically focused on cures, HAI champions prevention and recovery. Offering guidance on exercise, nutrition and meditation amongst other proactive therapies, the service helps you to increase your quality and length of life through simple choices everyday.

This approach delivers superior personal outcomes and provides an efficient solution to the growing healthcare crisis.

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FUTURE

HAI can also be synced with your permission to a suite of related services (medical, nutritional, exercise, insurance providers etc), to save time for both parties and ensure accurate, personalised care. Studies consistently show that people with access to electronic medical records gain a deeper understanding of their health and achieve better outcomes.

proactively engage consumers with a grassroots network of sporting clubs, offering significant discounts to enable access to exclusive training sessions.

French supermarket giant SantÊ has more recently partnered with the nanoband to offer macrobiotic dietary advice and promotions to opted-in shoppers. For example, if a wearer’s genetic profile indicates that they need a high folate and omega-3 diet, they receive a 15% discount on fish and avocado etc, along with a bespoke nutrition plan with simple recipes.

The SantĂŠ offer will extend to mood boosting menu planning in the new year.

HAI neatly packages your data into bundles to help manage privacy while making data work hard for you e.g. top line running statistics that can be shared with insurance providers for a reduced premium, and complete medical records that can be provided to a doctor on holiday to ensure they know your history.

Records can be recalled at the click of a button, In collaboration with compounding chemist providing users with control and confidence. Garten, the platform is bringing its vibrant attitude to life with a plant-based pharmacy.

As the business of health becomes truly The pop-up, set in a rambling glasshouse, personal, people are looking for providers that is a refreshing change to the sterile interiors share their values and beliefs. Brands that once synonymous with the healthcare resonate will be handsomely rewarded for industry. As people visit, their bands connect providing real consumer value. On average, to the store to offer an instant, opt-in healthcare costs make up 15% of GDP. Even consultation. In return they are provided companies from seemingly disconnected with customised plant-based remedies industries like social media and confectionery, compounded fresh on site, theatrically have recognised the potential of health blurring nutrition and medicine. and wellness innovation to support their Where HAI was initially dismissed as a long-term prospects. lifestyle accessory, the wristband has Together HAI and founding partner Velo proven a true lifeline through its one-for-one (sport and lifestyle wear) have promoted program. For every wristband bought, one is mental health through physical activity. donated to someone in need in a developing Through consumer-agreed data sharing, they country where it provides essential access

to advice and treatment in isolated and under resourced areas. In-band nanochips provide GPS coordinates for drone-drop treatment and act as a coded activator.

The packages can only be accessed by the patient, dramatically reducing the number of counterfeit and misappropriated drugs over the past 6 months.

HAI has also partnered with WHO to amplify the positive impact of its vast data e.g. training medical algorithms to diagnose, monitor and intercept the spread of disease globally. This frontline research, finally free from the confines of borders and institutions, facilitates collective action to improve world health. HAI’s unique ability to provide real value to both the individual and community, first world and developing nations, proves the depth and impact of this new wave of healthcare.

49.

FUTURE VISIONING

SOBER SOCIALISING As alcohol falls foul of modern aspirations, Echo’s Tashi van der Waerden explores the innovative possibilities of bars of the future. Which new social lubricants and experiences will satisfy our basic human needs to connect, relax, celebrate and release?

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FUTURE

CONCEPT 1 THE DISTILLERY The Customer Experience

Brand Involvement

Synthetic biologist by day, mixology maven by night, Serena Hamer is helping patrons to optimise their relationship with alcohol.

Guests mail in a cheek swab a fortnight ahead of their reservation to provide staff with genetic insight used to engineer a personalised cocktail dégustation. Tests are run to identify which stimulants, in which quantity and frequency, will deliver their ultimate state of contentment and sociability while also ensuring a pain free morning-after.

Nyala™ (synthetic alcohol) has helped fund the test lab in return for access to learnings which fuels their innovation pipeline and provides The Distillery with custom built stimulants – a truly collaborative and closed loop innovation program.

High tech wristbands are issued on arrival, providing guests with regular readings of their blood alcohol level, mood indicators and other vitals to give real time insight into their biological and psychological responses.

Now the drink can flow all night, but the alcohol doesn’t.

The bar also provides a popular ‘Drink Wise’ service, for those on their 21st birthday, to help educate new drinkers on their limits in a fun and safe environment.

These three concept bars have been created by the Echo Innovation Team to explore likely future scenarios of socialising.

All brand names are fictional.

In August they will launch a 16 piece palette of molecular spirits. Bar tenders will be able to take guests on an emotional journey eliciting moods from compassion to euphoria and deep relaxation to high excitement over the course of the evening. This fine tuned range further enables the bar to tailor their offer to the unique sensitivities, taste preferences and biological responses of each customer.

The most anticipated SKU is the ‘sober shot’ – a potent alcohol metaboliser that is a wakeup call and night-cap all in one!

Photo by Joshua Coleman

Photo by Spike Allibone

Photo by Efe Kurnaz

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FUTURE

CONCEPT 2 PATSY’S The Customer Experience

Brand Involvement

This buzzing Lower East Side haunt is the second incarnation of the iconic Patsy’s Health Food Shop. Calco (pharmaceutical and supplement multinational) bought the store 18 months ago when they₿ saw the opportunity to take this humble health food shop from Side Street to High Street. They have since refocused the store on community and connection – becoming a neighbourhood hub and popular alternative to the traditional bars it is flanked by.

Patsy’s is the pet project of Calco General Manager, Toby Garrow. Some might question the maverick move of a traditional pharmaceutical business, but the queue outside the door has silenced the critics.

The in-store café opens its doors twice a day – providing new windows of time for socialising that are attuned to our fragmented lifestyle.

The 5am – 2pm ‘Kiss the Dawn’ shift is followed by the 5pm – 2am ‘Salute the Moon’ session and is open to all ages. Whilst there is a strict no alcohol policy, there are no fun police. The menu serves up an exotic range of naturally derived mood enhancers for all ages.

These three concept bars have been created by the Echo Innovation Team to explore likely future scenarios of socialising.

All brand names are fictional.

Garrow explains the decision behind the collaboration: We are increasingly aware of the connection between body and mind, health and happiness. We all enjoy having fun and sharing that experience with friends and family, but the original facilitator of that – alcohol, has fallen out of favour. Existing alcohol-free alternatives feel second rate, so the potential for a new breed of mood enhancers makes perfect sense to us.”

Calco’s pharmaceutical accreditation, rigorous testing capabilities and extensive procurement network add weight too: New Ƀ age nutrition is a nightmare to navigate!

We can be a trusted authority, helping consumers to separate fact from fiction and enjoy alternatives in confidence.”

C O C K TA I L S M I N D F U L LY M I X E D

THINK BIG LICK imagination boosting amaranth and gotu kola paste; a thought provoking elixir

A BREATH OF FRESH AIR ginkgo biloba spiked Himalayan salt inhaler promoting mental clarity

HAPPY BABY CBD and chamomile infused almond milk babyccino for a restful night’s sleep

Patsy’s concept menu

Photo by Motoki Tonn

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FUTURE VISIONING

CONCEPT 3 OPEN HOUSE The Customer Experience

Brand Involvement

Once filled with the smell of leather and the sounds of machinery, this former shoe factory is now a living museum of music.

Guests not only attend gigs but are active ₿ participants. From Fijian Kava Ceremonies to Turkish Sufi Whirling to East Coast Straight Edge Punk, the program is wide ranging, fully immersive and designed to attract an all-age crowd. The mission of the museum is two-fold – to preserve ancient traditions by breathing new life into them, and to unite a multi-generational and ethnically diverse community through the power of music.

Many of the shows have a traditional food or beverage element, which has been the catalyst for exciting brand partnerships.

Last month Phantom Distillers supplied custom batches of Black Drink ahead of the Cherokee Green Corn Dance. This potent elixir, renowned as a traditional cleansing agent, claims to ‘purify the body physically and spiritually, leading to a state of perfect innocence’. It’s hedonism of the new but grounded in the authenticity of the old.

These three concept bars have been created by the Echo Innovation Team to explore likely future scenarios of socialising.

All brand names are fictional.

The week prior, Cosford’s Wine Estate prepared Palm Wine for an Igbo Wedding Ceremony. Cosford’s Marketing Director, Rebecca Kyah, explains: “It has been a terrific opportunity for us to reconnect with the traditional origins of alcohol – to go back to where it all began with religious rituals and community ceremonies that elevate the senses and bring people together.”

Theyyam ritual from Kerala, India Photo by Manyu Varma

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“We have a duty an a passion to innova and design sustaina futures for us all�

nd ate able ”

ABOUT ECHO Echo came together to form an agency that would change the paradigm of branding. Convention says you should go to a strategy agency for your thinking, an innovation agency for your ideas and a branding agency for your identity. In our view this is not the best start for a joinedup consumer experience. We believe you have to think of the brand and product as one from the onset, as only then will you maximise your relevance, differentiation and distinctiveness in complex competitive markets.

At Echo you will find both your design and innovation partner under one roof with both considered thinking and energised creativity in a highly experienced, eclectic, yet close knit team. We have a distinguished list of local to global brands that have benefited from a visit to our central London studio and we invite you to do the same.

ECHO is a leading design and innovation agency based in London. It’s publication RADAR covers a wide range of topics, including design, innovation, sustainability and technology. The information contained in this publication has been obtained from sources that the Proprietors believe to be correct at the time of publication but cannot be guaranteed. ECHO can accept no liability whatsoever for actions taken based on any information that may subsequently prove to be incorrect.

No part of this publication may be reproduced without prior consent of the Publisher. ©ECHO

Magazine Contributions Nick Dormon Tashi Van Der Waerden Jenny Cook Design Team Nigel Ritchie Christy Davies Eva Fernandez Susie Whittaker Anna Sutherland Jordan Allen

Want to find out more?

Get in touch!

Imy Lenton Business Development & Marketing imogen@echobranddesign.co.uk