In a market and a world where there is such a focus on sustainability, brands across industries have had to make changes to keep up with trends and demands. International companies are increasingly being forced to change their approach to not only packaging but branding as well.

There are multiple on-going petitions that are aimed at getting Starbucks to move away from plastic straws and use something more environmentally friendly. McDonalds has been the latest giant who have made changes and have started using paper straws – but not without its own problems as those straws aren’t actually as environmentally friendly as they initially stated.

Let’s have a look at the effect lifestyle rebranding has had on the food industry.

Actions Speak Louder

Stating that you’re ‘eco-friendly’ or ‘do you bit for the environment’ is one thing, communicating this message effectively to potential customers is a whole other ballgame as companies like Starbucks and McDonalds will have noticed. The focus has been on actions and not words.

That is why brands like Oatly, a cow milk alternative, are doing so well. Not only do they have a contemporary product design that ensures they stand out amongst their competitors, they also provide extensive reports on what they are doing to reduce their corporate climate footprint. This includes precise details on water consumption during production as well as the renewable packaging materials used. They support their brand values with real-life actions.

Brand Communication

In order for brands to keep up in the current market, companies are turning to design agencies such as Pearlfisher to help them communicate their brand values more effectively. This entails picking a colour scheme that help differentiate a brand from competitors, picking materials that supports a brand’s  ethical or natural approach to production and ensuring the logo fits. It’s not just ensuring your brand stands out, but also conveys a certain lifestyle.

Pearlfisher have been involved with many famous brands, from Innocent drinks and Taylor’s tea to Green & Black’s chocolate and Jim Beam whiskey. Their most recent work includes designing Seedlip’s brand. As a non-alcoholic distilled spirit, Seedlip has many selling points that set it apart from its competition. However, making sure it actually speaks to the consumer is a challenge. It’s no surprise that Seedlip branding is heavily focused on the botanicals and flavours used during the distilling process. Pearlfisher has done well, as the Seedlip design is getting recognised across the advertising world with various awards, nominations and commendations.

Why Bother Rebranding?

Not only has there been an emphasis on sustainability, younger generations are generally less likely to stick to a brand for their entire life. With brand loyalty up in the air, companies are forced to change in order to keep up and to reach new demographics. Lifestyle rebranding, from packaging materials to logos, it’s a necessity for many.