A richer brand is one that you can feel, not just see.
A brand that feels emotionally meaningful and multi-faceted.
A brand that’s individually desirable, culturally relevant and undeniably buyable.
It’s a brand that reflects the hopes, aspirations and desires of real people and in so doing, builds an avid tribe of followers.
A brand that delivers an experience, full of substance and quality.
A brand that never stops innovating, connecting and evolving.
Enjoy our world of richer brands…
THEME OF THE QUARTER
Each quarter we will champion a new theme of Richer Brands. To kick off, we’re focusing on brands that have reinvented categories, pivoted or just dared to disrupt.
HUMANISING THE INSURANCE INDUSTRY
Lemonade is a non-profit corporation that combines A.I and behavioural economics.
It offers renters and homeowners across America simple insurance, by offering a flat fee and gives what’s left to charities selected by their community through
their Giveback cause. All done through a beautifully designed and user-friendly app. Creating an engaging, open, transparent and service.
SO WHY IS THIS A RICHER BRAND?
Lemonade have put the trust back into insurance and given both parties a level playing field. They have taken a formulaic and functional category and given it heart. Using form and function to deliver both a great service, as well as connecting with an emerging desire to ‘give back’ and connect with our community. Using simple yet innovative design to humanise and engage.
Image source: Lemonade – https://www.lemonade.com/
REVOLUTIONISING PET FOOD
If ever a brand was to tick all the ‘on-point’ trends in Petcare, then Rocketo is it. Carried on the coat tails of the raw feeding trend, organics and sustainability… Rocketo has quite literally rocketed to the font of the pack. This new hydrated dog food has all the benefits of raw feeding with the convenience of dry. The fresh raw ingredients are gently air-dried to ensure it’s chock full of nutrients for our furry friends. Low in carbs, sourced from ethically wild or organic certified farms, with no artificial ingredients. Simply pop your pet’s details in online, wait for your delivery, add water and hey-presto! A nutritious, convenient and environmentally friendly supper!
Petcare trends follow human trends, and as we all seek ways to stay healthier, eat more sustainably and as ‘close to the real thing’
as possible, Rocketo is in pole position to win a legion of followers. Its stand out design and explorer archetype provides cut through in a sea of sameness. Added to this the convenience of on-line delivery without the fuss of de-frosting for those already feeding
raw, and it becomes a no brainer. For a petcare brand bridging the natural/science space and really shaking up the category…this is the one to watch!
Image sources: Rocketo – https://gorocketo.com
EMPATHETIC USER-FIRST APPROACH
Hims | Hers is a D2C subscription brand that connects consumers with doctors and healthcare products online. In a highly functional category where pharma brands have primarily focused on efficacy, Hims | Hers disrupts the status quo by bringing some much-needed emotion to this otherwise sterile environment. Their modern design, conversational tone, simple product descriptions and slightly irreverent campaigns are designed to minimise the awkwardness consumers feel about their personal health.
Hims | Hers have broken conventional wisdom in the pharma category by making their brand feel more relatable and personable. Leading with emotional benefits and backing it up with high efficacy at low cost has been a driving force behind their success.
Hims – https://www.forhims.com
Hers – https://www.forhers.com
EQUAL PARTS CHARITY & CHOCOLATE
Tony’s Chocolonely creates delicious chocolate in very ‘of the moment’, enticing flavours. But more importantly, the brand delivers a strong social message in achieving a 100% slave- free chocolate industry.
Their cause is manifested through everything they do, and their success isn’t measured on profit, but on how much cocoa they sell, and from that, how much they’re able to give back to the farms they partner with.
Tony’s Chocolonely decided early on that they were going to concentrate on two things, great tasting chocolate and abolishing slavery within the chocolate market. They have taken those two goals and made sure everything they do is focused on just that. Marrying this with flavour innovation and bold design, they have created a unique and engaging product.
Tony Chocolonely – https://tonyschocolonely.com/
OUTSIDE IN THINKING
Method have a mission to make the world a cleaner, greener and more colourful place. Their range of cleaning products are non-toxic, natural, and people and planet friendly. Through their shelf-worthy design, Method have turned a functional category into something worthy of the catwalk! Their creative collaborations and charitable causes such as supporting the LGBTQ community have connected them with their tribe….the bold and the beautiful!
Method aren’t a cleaning product, they’re a lifestyle brand. They have pushed the realms of what a household cleaner can be. Delivering stunning design with substance.
By bringing the toilet cleaner to the front of the bathroom shelf, they’ve shaken up the category, proving you don’t have to be worthy to be sustainable. At last consumers can look and feel good when stocking up on their cleaning products.
Images source: Method Products – https://methodhome.com
GLAMOURISING A TABOO
THINX is an underwear brand for women during their menstruation period. They are just one of many new sanitary care brands that are focused on being more sustainable and more empowering for women.
The brand sells comfortable, beautifully designed underwear that can be washed and re-used every month. But what made this brand particularly stand out was their provocative advertising campaigns celebrating with pride an often-taboo subject.
THINX are not only innovating in a category that has been neglected for 10+ years, but have changed the conversation and consumer attitude toward menstruation. Galvanizing women with a powerful message by creating a brand they can be proud of being a part of.
Image source: THINX – https://www.shethinx.com
Connect with your tribe
Understanding your consumer’s aspirations, hopes and fears is key to building a brand that connects with people today. Design targets and tribes create that bullseye, they’re who you design for and a richer brand completely understands their tribe.
What is your cultural positioning?
Every richer brand understands the part of culture they can play in and be a part of. This means a cleaning product, insurance provider or chocolate brand transcends from a product or service into a culturally relevant and resonating lifestyle brand that people want to be a part of.
Design your experience
A richer brand delivers an experience full of substance. Design is a key part of creating that experience and communicating purpose. Throwing stereotypical and traditional category semiotics out the window and borrowing from modern, emotionally led brands. Richer brands push boundaries to connect with their tribe and culture and design is a huge part of that.
Download our Richer Brands in Focus guide for future reference
Richer brands in focus 1