Exploring how we as brand builders can evolve our thinking to positively impact the industries we love.
A LETTER FROM OUR CO-FOUNDER AND CREATIVE DIRECTOR
Wellbeing is a big word. And one that means different things to different people.
For some, it’s movement, for others, stillness. It might look like a long run, a good book, or just five minutes with a coffee and no notifications. It’s at the heart of what so many brands are trying to offer: more than just products or services, but moments of joy, connection, or calm.
Take ASICS. The name is an acronym for Anima Sana in Corpore Sano: a sound mind in a sound body. A reminder that wellbeing isn’t just physical; it’s emotional, mental, social. And increasingly, collective.
At Land of Plenty, we think about wellbeing in the widest possible sense. From the gym to the gallery, from yoga studios to wild swimming spots, we’re curious about the brands helping people feel better in their bodies, their minds, and their communities. The ones building joy into daily life. Creating spaces to breathe. Encouraging us to reconnect with ourselves, each other, and the natural world.
But it doesn’t stop at the individual. We’re just as interested in the idea of
collective and planetary wellbeing. Because how can we feel good if the planet is in crisis? It’s a big question, and an urgent one. But we’re not here to dwell in doom. We’re here to celebrate brands that are doing the work. Taking small steps, asking better questions, offering better answers.
That’s what this edition of The Shift is all about. We’ve spoken to some of the people bringing insight into our work and collaborations: wellness advisor Andrew Gibson; entrepreneur and advocate Aisling Hassell from Dāha, one of our latest projects; and longtime friend and creative force Anna Murray, founder of SPIRALS. You can find the full conversations over on our website.
From the spaces designed to help us slow down to the innovations shaping a more sustainable future, we hope these stories spark ideas, inspiration, and maybe even a little bravery.
As ever, we’d love to know what resonates.
Cheers, Joe
REMEDY PLACE P12
SAYSKY P36
INTRODUCTION
RECOVERY Brand Shifts
FANDOM Brand Shifts
LIFE CYCLES Brand Shifts
SENSORY Brand Shifts
MAKING SHIFT HAPPEN
OTHERS.CO P34
Intro
Wellbeing has never been more important. Lululemon’s recent research revealed that 89% of people are taking more action than they were a year ago to improve their wellbeing in some way. Yet, 61% also feel overwhelmed by societal expectations to appear well.
Pair this with rising loneliness, workplace burnout, and a relentless pressure to optimise every aspect of our lives, and it’s clear – people need better ways to connect, support themselves, and truly feel well.
Our understanding of wellbeing is evolving, too. It’s no longer just about physical health. We’re embracing a more holistic approach that includes mental, social, and spiritual dimensions. Our practice is also evolving, becoming collective, not just individual.
“ A big inquiry for me is how wellbeing can encapsulate more than the individual. So much of the wellness industry is rooted in hyper-individualism, often tied to optimisation and productivity. But what does it truly mean to embrace care – not just for ourselves, but for our communities and the planet?”
ANNA MURRAY
While governments and health organisations are being called up to address the wider societal impacts of global instability, brands also have a role to play. Especially when the very platforms encouraging self-improvement are often the ones fueling comparison culture and burnout.
“Right now, in 2025, one of the biggest factors shaping consumers' approach to wellbeing is safety. We live in an unpredictable world – whether it’s economic instability, global conflict, or simply the struggle to afford a home, people are focusing on securing their basic needs first.
Maslow’s hierarchy of needs tells us that before we can focus on higher wellbeing – mental, social, or spiritual – we need to feel safe, both physically and financially.
That’s why we’re seeing a shift toward spaces that provide not just wellness, but a sense of security and belonging – whether that’s co-working hubs, social clubs, or wellness spaces designed around community.”
ANDREW GIBSON
To truly support people’s wellbeing, brands need to take a nuanced, empathetic approach – one that meets audiences where they are, both locally and globally. In times of uncertainty, creating authentic, meaningful experiences becomes even more valuable.
At Land of Plenty, we believe in tracking the cultural shifts that shape how people live, work, and take care of themselves – whether profound or playful. This report invites brand builders to explore ways to connect with health and wellbeing through the lens of our guiding principles:
DIAL UP THE JOY MARGINAL GAINS START AT THE FUTURE
How are brands preparing for consumers who expect better – for themselves, their communities, and the businesses they support?
What small but meaningful shifts –whether in messaging, internal processes, or resource allocation – can help brands meet evolving wellbeing needs?
Could the latest insights in health and wellbeing inspire, not just better business practices, but healthier workplace cultures and more thoughtful customer experiences?
OUR VOICES
ANNA MURRAY
CO-FOUNDER of PATTERNITY ANDREW GIBSON WELLNESS CONSULTANT
A longtime friend and collaborator of Land of Plenty, Anna Murray is a multidisciplinary artist and founder of SPIRALS – a practice and community rooted in nature, flow systems, and ritual. As co-founder of the influential creative studio PATTERNITY – whose clients included Google, the V&A, and John Lewis – Anna’s work connects the dots between visual, natural, and existential patterns, encouraging us to consider both personal and planetary wellbeing.
Wellbeing may be going mainstream, but it’s long been central to luxury hospitality – and Andrew Gibson has played a key role in shaping that journey. From reimagining spas to redefining wellness through food, sport, and entertainment, he’s helped steer some of the world’s leading brands, including Six Senses, Mandarin Oriental, and Raffles. A founding member of the Global Wellness Institute, Andrew brings unmatched insight into where the sector is heading. We’re thrilled to be collaborating with him this year –stay tuned.
AISLING HASSELL
FOUNDER and CEO of DĀHA WELLNESS
After leading global customer experience at Airbnb, Aisling Hassell has turned her focus to her local community in Howth, Dublin. A passionate advocate for wellness, she envisioned a more integrated, accessible approach that goes beyond the transactional spa experience. The result is Dāha: a sustainable wellness space tailored to individual needs, designed to support personal transformation and continual growth. We worked with Aisling to shape the Dāha brand and bring this vision to life.
RECOVERY
Valuing rest as much as the rush
THE LONGEVITY ECONOMY IS PROJECTED TO HIT $33 TRILLION BY 2027, AS BIOHACKING, REGENERATIVE
MEDICINE, AND ADVANCED WELLNESS SHIFT FROM NICHE TO MAINSTREAM.
AKIN CHANGEMAKER REPORT 2025
“Recovery is the big buzzword now in fitness. And beyond the trend, it’s a good complementary service to have. Any athlete will tell you, the warmup and the warm-down are crucial to performance, but most people go straight
into the high octane workout without considering recovery.
“ But for some, this is changing, they’re seeing these complementary moments as part of their core fitness experience. Additionally, mental wellness is becoming far more mainstream in commercial offers. Younger generations, especially, are more open about mental health than ever before, and that’s driving change across industries.
Hotels and fitness clubs aren’t just providing a gym anymore – they’re creating entire support systems for wellbeing.”
ANDREW GIBSON
The high-performance era is fading. It really is the taking part that counts –and just as crucially, the time spent recovering afterward. People are now optimising for rest as much as for performance. Beneath an increasing
penchant for dryrobes and high fashion squishy sliders is a deeper cultural movement: a more holistic approach to health that sees rest, recovery, and human connection as essential parts of well-being.
Science is helping us understand how our bodies work, and we’re also becoming more attuned to burnout and the wider anti-hustle movement. If we can practice recuperation after a tough workout, could we also build recovery into the bigger moments of our lives? This shift isn’t just about fitness – it’s about sustainability in the way we move through the world.
Recovery is taking many forms. Here’s how brands are leaning into this cultural shift:
START AT THE FUTURE:
Transform with technology
Recovery is about bringing balance – resetting the body and mind. Some brands are making it the main event. Take Remedy Place in the US, where leading-edge tech like AI-powered massagers and red-light therapy baths are designed to biohack optimal recovery. While this might be the extreme end of the spectrum, it reflects a growing desire for spaces dedicated to deep reset and renewal.
Other brands are doubling down on social wellness. Peoplehood, founded by the team behind SoulCycle, is a “workout for your relationships,” designed to strengthen emotional connection as much as physical fitness. Today’s consumers have moved beyond a sparkly gym full of high-tech tools. They want spaces that foster shared values, community, and mental well-being.
REMEDY PLACE
DIAL UP THE JOY:
Reframe the rush
Recovery reframes our understanding of movement as a restorative practice that is both active as well as passive.
Take the WWF x Parkrun collaboration, which shifts the focus away from personal bests and towards a ‘nature prescription’ approach – celebrating movement as a way to reset.
MARGINAL GAINS:
Inspire a bigger story
Meanwhile, brands like Acid Running are rethinking the way we talk about pounding the streets. Their editorial content doesn’t focus on mileage or PBs – it tells a bigger story. A recent mailer explored the idea that heroism lies in the resilience of everyday movement, rather than grand, momentous acts. Another blog post, “How to Run in Mythical Time,” reframes running as something spiritual rather than purely goal-driven. It’s proof that storytelling can shift consumer behaviour without pushing a product too hard.
ACIDRUNNING.COM
IMAGE: @ACIDRUNNING
WWF PARKRUN
ACID RUNNING x
What if fitness spoke to our ambition for depth of feeling over the endless tracking of digits? Mason & Fifth’s The Grounding challenges the idea of active time by inviting people to disconnect from daily life and reconnect with their bodies. Their offer is simple – gym, treatment rooms, classes – but their brand language elevates it into something more profound. “what if we moved closer to our nomadic ancestry and reconnected with the earth, even just for a short while…” Using imagery of vast landscapes and sensory experiences, they reposition fitness as an act of grounding rather than striving.
Our recent project, Dāha, took a similar approach – building the offer around lifestyles to create something more connected.
“We designed Dāha to break away from the transactional wellness model and instead want to cultivate deeper, more meaningful connections. It's not just about selling services – it’s about creating an experience where people feel engaged, supported, and part of a community. By integrating workshops, talks, and ongoing support, we’re fostering a space that keeps people coming back, not just for what they pay for, but for the sense of belonging and personal growth it offers.”
AISLING HASSELL
At the core of this shift is a greater sense of care – a move away from relentless self-optimisation and towards a model that values both action and rest. It’s about celebrating the ebb and flow of movement, rather than treating recovery as an afterthought.
BRAND SHIFTS
Your key takes from this section
→ Are you setting the bar too high?
For too long, fitness has been about reaching the pinnacle; faster, stronger, more optimised. Wellness, meanwhile, has been about finding perfect peace. But new introspective audiences are rejecting unattainable ideals. Instead, they’re looking for brands that offer something more human, more sustainable. How can your brand communicate wellness in a way that feels inclusive, rather than about reaching perfection?
→ It’s all about balance. Wellness brands that prioritise both action and recovery will resonate with a broader audience. This could mean weaving recovery rituals into your messaging, or positioning them as essential rather than indulgent. By doing so, you tap into a new market –one that values longevity in their health routines over short-term gains.
→ Take this philosophy on board – as a business. What if rest was your greatest growth strategy? Just as the body needs recovery to build strength, businesses thrive when they embrace cycles of pause and regeneration. Instead of viewing rest as a break from progress, what if it became an essential part of it?
FANDOM
Celebrating our passions with our people
TO OVERCOME DIVISIONS AND BUILD BRIDGES BETWEEN COMMUNITIES, OUR AUDIENCE IS TWICE AS LIKELY TO SUGGEST CREATING
SHARED PHYSICAL
SPACES (69%) OVER ONLINE ONES (35%).
BOILERROOM TV
GETTING OFFLINE TO PLUG IN
It’s no surprise that stepping away from screens is key to many people’s path to better wellbeing. But it's as much about reconnecting as it is disconnecting. People are moving away from algorithmdriven digital spaces in search of something real: communities that share their passions, without the noise of influencers or clickbait distractions.
“We spend so much time on our screens that we're often losing the resonance of being physically present with others. Being able to switch off and connect with people who share your values, creative ideas, or simply the things that bring you joy is becoming more important than ever.”
Beyond wellness and fitness spaces, people are embracing their hobbies and interests with renewed pride. At a time when work and digital overload leave little space for play, fandom provides a muchneeded outlet. And it pays off – those who feel connected to their community report 16% higher wellbeing. So, where do brands fit in? The best ones don’t force a new culture into existence; they nurture what’s already there.
FINDING YOUR PEOPLE
Being really into something isn’t just for kids anymore. Whether it’s fangirling at a book launch for the latest Fourth Wing novel, attending a chic chess competition, or joining a birdwatching group, finding your tribe is what people are craving. They’re not afraid to get nerdy – and in doing so, they’re creating new visual and cultural landscapes that brands can help shape, elevate, and celebrate.
ANNA MURRAY
MARGINAL GAINS:
Be a backseat host
The brands resonating the most are the ones that are giving space for communities to gather and thrive. Instead of co-opting subcultures, they’re offering resources and support to the people who know their worlds best. Take Salomon’s partnership with Flock Together: rather than imposing their own message, the outdoor brand provided funding, gear, and profile-boosting opportunities for an authentic, community-driven initiative.
FLOCK TOGETHER SALOMON FOOTLOCKER x x
“Fandoms are becoming increasingly popular, with 70% of fans stating that their fandom and its community are part of their everyday life.
··· 33% of fans say that the biggest benefit of being a fan is that it makes them happier, according to a 2023 study by Amazon.”
DIAL UP THE JOY: Help people find their inner child
Hotelito at MUSA in Guerrero, Mexico, hosts an annual adults-only Summer Camp, reviving the nostalgia of classic summer getaways with a focus on play and connection. Guests co-create the experience, bringing their own passions to life through live music, games, gardening, and surfing.
Even in those worlds that we associate most closely with fans, things are evolving. SoccerBible’s latest culture report highlights how football fandom is shifting between hyper-obsession with on-pitch drama and a broader appreciation for the sport’s artistic, creative, and historical narratives. Today’s clubs recognise their fanbase isn’t a monolith: some fans connect through fashion, some through legacy, and others through deep tactical analysis.
“Being creative in football today is all about discovering new interpretations of the concept of “being a fan.”
– Pablo Alzaga, Nacho asensio and Sandra Ramiro of Matinal F.C
IMAGE: CRAIGIE HARPER ↑↑↑; BABAJIDE BRIAN ↑↑↑
START AT THE FUTURE: Belonging over brand
Who really drives culture in sport? Founder and CEO of SurfersConnect.net reflects on brand influence:
“Nike’s return to surfing is intriguing, but the real shift is in the sport’s power structure.
At one end, authenticity – surfer-led brands like Outerknown (Kelly Slater), Florence Marine X (John John Florence), and Instinct (Shaun Tomson), built around independence, community, and sustainability. At the other, Nike – the greatest sports brand ever, built on athlete deals, marketing muscle, and mainstream dominance. They’re not here to sell boardshorts; they’re here to own the narrative as surfing enters its Olympic era. With sponsorship chaos upending surf brands, who shapes the future – surfers or global corporations?”
As mainstream giants re-enter niche sports, tensions rise between corporate control and the authenticity of athlete-led brands. But the most compelling shift isn’t at the brand level – it’s in the communities themselves. Whether through independent businesses, local events, or digital platforms like SurfersConnect.net, people aren’t just consuming a sport; they’re belonging to it.
People want to step inside the worlds they love. Two in three travelers say films, TV, and streaming services have influenced their travel choices, and 36% say screen content has become more influential on their plans in the past year (VisitBritain & Ipsos). Brands that create off-screen experiences – from AirBnB’s Icon Series to subtle, design-led nods to pop culture –are tapping into this craving for real-world immersion.
ESCAPISM IRL
At its core, this isn’t just about fan culture – it’s about collective joy, escapism, and breaking free from the homogenous demographics that often dictate brand strategy. The niche is powerful. People want to celebrate the pastimes that bring them happiness, whether of the now or of the nerd.
BRAND SHIFTS
Your key takes from this section
→ Think laterally about fandom.
Could you build something adjacent to an existing passion? A limited-edition drop inspired by a major sporting moment? A food event themed around the latest cult TV show? Tapping into the lifestyle around a hobby can unlock unexpected and joyful brand moments.
DIAL UP THE JOY
Pot Gang is the gardening company for a new and old generation. Through a subscription service of monthly seasonal surprises they’re making learning to grow-yourown fruit, veg and herbs super simple.
→ From marketing ploy to long-term strategy.
Community engagement isn’t just an activation –it should be embedded into your brand’s DNA. Invest in real-world spaces or strategic partnerships that facilitate in-person connection. Consider tracking KPIs around community participation and offline engagement, not just digital impressions. (See our Culture Biome Shift in Hospitality for more inspiration.)
→ Empower micro-communities.
Move beyond mass-market appeal and build a brand strategy around niche groups. Co-create products, content, and experiences with them, rather than for them. Could your brand establish frameworks for community-driven storytelling?
→ You don’t need to build a fandom from scratch.
Only a select few brands truly create self-sustaining communities. Instead, ask: What existing hobbies connect to our offer? A fashion brand could host mending workshops. A hospitality space could carve out a dedicated night for Dungeons & Dragons meetups. Sometimes, the most authentic way to create connection is simply by providing the right space.
We engaged with their faithful fanbase to help create the visual components of their own community. Every logo and character is created by a real member of their gang. Through monthly goodies like the newsletter where the successful members are celebrated – loyalty and engagement becomes intertwined in the brand's essence, which is reflective in how their sales have bloomed too.
LIFE CYCLES
Being responsive to health in flux
MIDLIFE WOMEN ARE EXPERIENCING A METAMORPHOSIS. AROUND 30% IN THEIR 40S AND 50S HAVE FACED MAJOR WORK
SHIFTS,
WHILE OTHERS ADJUST TO LIFE AFTER CHILDREN
LEAVE HOME. WITH CHANGING RESPONSIBILITIES, THEY’RE RECLAIMING TIME FOR PERSONAL CARE AND FULFILMENT.
NUTIANI
It’s all too easy for brands to frame health through a narrow lens – svelte thirtysomethings at their peak, working out, meditating, and socialising with friends. But real life isn’t always that polished.
For most, health is a journey through ups and downs – navigating aging, shifting medical needs, and fluctuating energy and motivation. More brands are recognising this, moving beyond surface-level representation to offer real empathy and nuanced support.
“ At Dāha, we see well-being as something that evolves with you – through every stage of life. We offer prenatal and postnatal experiences, and just recently specialist events for those with endometriosis. Wellness isn’t one-size-fits-all; it’s about creating a place where people feel seen, heard, and cared for, no matter where they are on their journey.”
Social movements like Pregnant Then
Screwed and voices like Dr. Mary Claire are spotlighting the systemic gaps in women’s health. Forward-thinking brands aren’t shying away but stepping up with products and narratives that make women feel seen and supported.
“Women’s health products are more available today than ever before – and purchases are up, too. The largest shares of respondents said they purchased menstrual-care and sexualhealth products in the past year, yet consumers said they spent the most on menopause and pregnancy-related products”
Swehl entered the market post-pandemic, reimagining breastfeeding essentials with a design-savvy approach. But its bigger mission? Creating streamlined tools,
inclusive education, and safe spaces for parents – disrupting an industry that had been stagnant for decades.
START AT THE FUTURE: Get straight to the point
“Women don’t have access to accurate educational content about their bodies, much less to content that teaches them how to use the products to support them during these physically transformative life stages. Until that type of content becomes more widely available and accessible to women, we’ll invest in creating and hosting our own,” says Frida Founder and CEO Chelsea Hirschhorn.
Frida takes support further with Uncensored – a raw, unfiltered resource for women, by women. From postpartum care to intimate health, they’ve even hired an adult actor to film detailed, no-nonsense ‘how-to’ videos. By leading with honesty, Frida builds lasting trust.
DIAL UP THE JOY: Representing Realness
Elsewhere, Eye Mama Project presents a striking visual narrative of motherhood – its highs, its lows, its in-between moments. A far cry from stock-image perfection, it proves that the stories of mothers and caregivers are rich, diverse, and beautiful in their complexity.
FRIDA UNCENSORED
The smartest brands aren’t just chasing the youth market. With Baby Boomers controlling over 50% of net wealth in the U.S., the opportunity to cater to evolving lifestyles is huge. Take The Student Hotel, which recently rebranded as The Social Hub, broadening its scope to reflect a simple belief: “A better society is created when people with vision and talent come together from all walks of life.”
Even death – the final life stage –is being reimagined. As individuals seek more personal, meaningful ways to say goodbye, brands are responding with care and innovation. Resurface hosts surf therapy retreats to help people navigate grief. Doepel Strijkers designed a biophilic crematorium, infusing natural elements into the ritual of farewell. And in the UK, Poppy’s funeral care is delivering on its B Corp values offering the groundbreaking Loop Living Cocoon™ – 100% natural, decomposing within 45 days, nourishing the earth in the process.
BRAND SHIFTS
Your key takes from this section
→ Expand beyond youth-centric strategies. The future of brand longevity lies in designing for an aging population, evolving lifestyles, and even end-of-life experiences. Reassess audience targeting – are older demographics overlooked? Consider sub-brands, product lines, or initiatives that cater to different life stages without losing brand coherence.
→ Give audiences access to information. Consumers expect more than just products – they need guidance, community, and emotional support. Most brands already have a platform, so the real question is: which experts, voices, and resources can you elevate to show that you truly care? Thoughtful education and conversation around health, identity, and life transitions can transform a brand from a mere provider to a trusted, long-term partner.
→ Are you truly walking the talk?
Recognising and addressing the needs of your own team isn’t just good ethics – it mirrors a better experience for your customers, creating an ecosystem where care and well-being are more than just a marketing tagline.
“ Let's start with the employees. If they're feeling good and your company's supporting them and supporting their families –often in wellness destinations, which are in more remote places, the local community is thriving on your business – so you have to support them. If you've got the people that work for you in a happy place, your guests are going to come away a lot better.”
ANDREW GIBSON
SENSORY
Using the intangible to connect to ourselves
IF THE SPA/WELLNESS INDUSTRIES USE SO MANY STOCK IMAGES BECAUSE OFFERINGS CAN OFTEN BE SIMILAR, THESE HEADY NEW
SENSORY IMMERSION EXPERIENCES ARE QUITE THE OPPOSITE OF “STOCK”–THEY DRAW CROWDS AND GO VIRAL.
Nahid de Belgeonne, a UK-based somatic movement educator, puts it simply:
“Our nervous system is sophisticated –but not in the way we once thought. We used to believe we were a brain with a body, but in reality, we’re a body with a brain. More signals travel from body to brain than the other way around, and tuning into these signals – known as interoception – can help us manage stress, anxiety, and overall well-being. Listening to those signals can, over time, help you to manage all of your symptoms, from stress to anxiety and all those things, because they’re all learned behaviors.”
FEELING OVER SEEING
Health and well-being are ultimately about how we feel – intangible, sensory, and deeply personal. As customers become more discerning and their needs more nuanced, the most effective brand storytelling is about capturing the essence of how it feels to reconnect with our bodies, minds, and nature – away from our screens.
Catherine Shannon explores this shift in her essay Your Phone is Why You Don’t Feel Sexy:
“The proliferation of devices surrounding us at all times may help us ‘get in touch’ with other people, sure, but they impede our ability to get in touch with ourselves... Something is deeply wrong when we sext the same way we order a sandwich.”
With a growing shift towards holistic health, the sensory journey to well-being has expanded beyond physical fitness to include scent, light, and touch. These elements are difficult to capture in traditional branding – so how are they being woven into brand experiences?
“Wellness isn’t just about what you do – it’s about what you feel. That’s why we spent months curating our scent, sound, and even the colours in our space.
From
the essential oils in treatments to the
carefully
designed
music frequencies, it’s all about creating an immersive experience that stays with people.”
START AT THE FUTURE: Connecting the unseen
Brands like Others are redefining wellness by merging scent and sound, crafting immersive rituals that extend beyond a single purchase. Their philosophy invites customers into a deeper connection with their well-being.
In Paris, the RECHARGER exhibition explores this idea through audiovisual installations, blending generative digital art and powerful soundscapes to help visitors relax and recharge in an immersive, sensory-driven experience.
Design, too, plays a role in how we feel. Google’s Ivy Ross, VP of Design, UX, and Research, highlights the emotional power of colour:
“Colour has both biological and psychological influence on us. Right now we are going through a lot of emotion as a society, so understanding the power of these natural forces and its different properties seems as relevant as ever.”
LAND OF PLENTY x DĀHA
For Dāha’s brand identity, we leant into the idea of visceral visualisation. Capturing the native flora of Howth in Ireland using lumen photography; harnessing sunlight to imprint local plants into the brand’s visual story and provide a sense of place.
THE POWER OF SOUND
Sound, too, is an underutilised but powerful brand tool. Josh Shires, Audio Director at Here, explains: “Audio unlocks a sensorial channel to deliver brand recognition and differentiation… It can evoke an emotion, a memory, or a feeling even before you’ve computed what you’re hearing.”
Smart brands are integrating soundscapes, ASMR, and ambient storytelling to shape how audiences experience their identity beyond the visual.
MARGINAL GAINS: Brand in motion
Performance brand Saysky captures the raw energy of movement through dynamic long exposures and light bleeds – deliberate visual choices that might seem accidental but create a visceral sense of dynamism. Their copywriting, “frosted streets and pure adrenaline,” speaks to more than movement; it encapsulates an experience powered by the senses.
DIAL UP THE JOY: The simple things
Beyond personal well-being, workplaces are also evolving to prioritise sensory experience. The Big Calm: 2024 Workplace Futures Survey found that employees value:
- Free lunch and food
- Gardens and green spaces
- Good coffee
- Fresh air from outside
- Proximity to good food and retail
- Space to focus without distraction
Recognising air as a resource, Air is Food is a concept by Phillipp Kirnbauer that explores how clean air fosters well-being, contemplation, and creativity – integrating sensory experiences into business environments.
BRAND SHIFTS
Your key takes from this section
→ Move beyond the visual.
Consider how scent, sound, touch, and even air quality shape customer perception and emotional connection to your brand.
→ Get to know neuroaesthetics. Incorporate principles like color psychology, texture, and light to shape emotional states and build deeper connections.
→ Shift away from idealised imagery. Raw, real-life visual storytelling – capturing movement, energy, and everyday rituals –can create stronger emotional resonance than overly polished campaigns.
→ Recognise wellbeing as environmental. From green spaces to sensory-friendly work environments, brands that integrate tangible, feel-good experiences will build stronger, more meaningful relationships with customers.
Making Shift Happen
The nuts and bolts in our engine room
At Land of Plenty our mantra is to build brands the planet loves.
This mission runs through our work as a studio, how we work with our clients and collaborators, and in the projects, brands and ideas we build. But how do we make this work for you?
We help you navigate towards a better brand and business, making incremental and important shifts along the way. Sure, the destination's invariably different, but the journey always starts the same way...
Whether you’re just setting up shop or at a point of realignment, refinement or growth, we can offer an end-to-end service or any one of the following individual components.
RESEARCH & INSIGHTS
A deep understanding of the job at hand is the bedrock of any worthwhile work – just ask our Head of Research, Liv. Whether you’re looking to widen your view, seeking greater clarity or honing your brand awareness, we can help you start on the front foot.
BRAND STRATEGY
The logic that unlocks the magic. Strategic thinking is the key to creating strong brands and effective brand communications, that speak to their intended audience and hit the right note. We’ll help you bring context to the complex and define a clear direction of travel.
BRAND CREATION
From considered brand evolution to comprehensive brand creation, we’re passionate about building DNA-led brands with a unique spirit and voice. We don’t fit square pegs into round holes, instead, we work closely with you to craft a brand around your business vision.
BRAND COMMUNICATIONS
Branding is about reputation and relationship building. Whether working with established brands or those we’ve helped create, bringing them to life across the various physical and digital touchpoints is where our studio’s cross-discipline expertise really comes into play.
We are proud to have partnered with, and continue to support, many brands and organisations across the Health, Wellbeing, Sport & Fitness industries. The research and the work we do is the backbone to such relationships. If the ideas and ethos throughout this report aligns with your own vision, why not
We'd love to hear from you.
