Beyond Meat is extending its reach in the fast-growing functional drinks category with the evolution of Beyond Immerse, a protein beverage that debuted earlier this year. Initially introduced on a limited basis in January, the drink has now been given a refreshed packaging design and expanded distribution, marking a significant step in the company’s ambitions beyond plant-based meat alternatives.  

The updated packaging reflects Beyond Meat’s strategy to sharpen shelf presence and communicate the product’s nutritional credentials more clearly. As consumer interest in protein-rich, convenient formats continues to rise, packaging plays a crucial role in signalling both functionality and lifestyle appeal. By revising the look and feel of Beyond Immerse, the company aims to ensure the drink resonates with health-conscious shoppers while standing out in a crowded beverage aisle.  

Distribution has also been strengthened, with Big Geyser Inc. now handling the product in the New York area. Known for its extensive portfolio of non-alcoholic beverages and strong regional network, Big Geyser’s involvement is expected to accelerate Beyond Immerse’s availability and visibility in one of the most competitive urban markets in the United States. This partnership underscores Beyond Meat’s intent to leverage established distributors to scale its presence in categories adjacent to its core plant-based food offerings.  

The expansion of Beyond Immerse highlights Beyond Meat’s broader diversification strategy. While the company is best recognised for its plant-based burgers and sausages, its move into protein drinks reflects a desire to capture new consumption occasions and appeal to a wider demographic seeking functional nutrition. The beverage format allows Beyond Meat to tap into trends around convenience, wellness, and performance, aligning with consumer demand for products that deliver both taste and health benefits.  

Industry observers note that the timing is significant. With plant-based food brands facing increased competition and scrutiny, extending into beverages provides Beyond Meat with an opportunity to reinforce its innovation credentials and diversify revenue streams. The combination of updated packaging and expanded distribution suggests a deliberate effort to build momentum and establish Beyond Immerse as a credible player in the protein drink segment.  

As Beyond Meat continues to evolve, Beyond Immerse may serve as a test case for how the brand can extend its equity into new categories. By pairing functional nutrition with refreshed design and strategic distribution, the company is positioning itself to compete not only in plant-based foods but also in the broader wellness-driven beverage market.  

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Walk into almost any Japanese restaurant and you’ll spot them. Small circular marks on menus, doorways, sake bottles and shopfronts. Easy to miss until you know what you’re looking at, then suddenly they’re everywhere. These are kamon, family crests dating back to the 8th century, carrying more meaning in a handful of lines than many modern logos manage after a complete rebrand.  

There are more than 26,000 of them, built from cranes, mountains, temples, blossoms and leaves. Every line has a purpose. Every unnecessary detail has already been removed. That economy of form is precisely why they still work centuries later.  

Japan Airlines built decades of recognition around its red‑crowned crane, retired it, then brought it back in 2011 as part of its recovery. Mitsubishi still uses a mark derived from the Iwasaki family crest. Sogo has carried its emblem since opening as a kimono merchant in 1830. Even the visual thinking behind the Tokyo 2020 identity owes something to the same tradition. These examples show how kamon are not relics but living design systems, capable of anchoring brands in cultural continuity while remaining visually powerful in contemporary contexts.  

Yet many brands borrow Japanese symbols without understanding the thinking behind them. A crane, a rising sun or a brushstroke doesn’t make something Japanese any more than a baguette makes something French. The difference lies in the discipline: kamon are not decorative flourishes but distilled ideas, stripped of excess until only the essence remains.  

Bento, created by Denomination for Fourth Wave Wines, approached the challenge differently. Rather than lifting motifs, the identity was developed around Japanese visual language itself. Illustrated characters set the tone, the logotype runs vertically, and a seal inspired by “Specialty of the House” works like a traditional stamp of approval. Capsule colours reference ceramics, while varietal information sits inside vertical lozenges stacked like Japanese text.  

None of these details exists in isolation. Together they create a coherent identity rather than a collection of borrowed references. The system feels authentically Japanese not because it uses familiar icons, but because it respects the underlying logic of Japanese design: clarity, rhythm, and cultural resonance.  

In a global market where brands often chase novelty, the lesson of kamon is permanence. Their survival across centuries demonstrates the power of reduction, symbolism and cultural rootedness. For Bento, the result is a wine identity that avoids cliché and instead channels the same visual intelligence that has kept kamon relevant for more than a millennium.  

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Alpine and Gucci have announced one of Formula 1’s most striking collaborations, with the Italian fashion house set to become the title partner of the team from 2027. The outfit will reportedly compete under the name “Gucci Racing Alpine Formula One Team,” marking a bold fusion of motorsport engineering and luxury fashion branding.  

The partnership signals a new era in Formula 1 sponsorship, where luxury fashion is no longer confined to trackside activations or limited-edition merchandise. Gucci’s influence is expected to extend deeply into Alpine’s image, shaping everything from team branding and race-day presentation to off-track lifestyle campaigns. For Formula 1, which has increasingly positioned itself as a global entertainment and cultural platform, the collaboration underscores how the sport is evolving beyond its traditional boundaries.  

Gucci’s entry into Formula 1 reflects a broader trend where premium advertising inventory now stretches far beyond conventional media. Just as taxis dominate cityscapes with branded campaigns, race cars dominate championships with global visibility. The Alpine partnership demonstrates how sponsorships are becoming immersive cultural statements, blending fashion, sport, and storytelling into a single narrative.  

For Alpine, the Gucci alliance offers a chance to redefine its competitive identity. While performance on the track remains paramount, the team will now carry the weight of Gucci’s iconic brand heritage, which has long been associated with craftsmanship, exclusivity, and cultural influence. This duality—engineering precision paired with fashion artistry—positions Alpine as more than a racing team; it becomes a lifestyle brand competing in the world’s most glamorous sporting arena.  

The collaboration also highlights Formula 1’s growing appeal to non-traditional partners. Luxury fashion houses, once focused on runway shows and retail experiences, now see motorsport as a stage for global storytelling. Gucci’s involvement is likely to inspire new forms of fan engagement, where supporters are not just buying merchandise but investing in a piece of cultural identity.  

As Formula 1 continues to expand its reach across continents and demographics, partnerships like Gucci and Alpine illustrate how the sport is becoming a canvas for creative industries. The Gucci Racing Alpine Formula One Team will not only chase podiums but also set new standards for how fashion and motorsport can co-exist, shaping both the spectacle on track and the narrative off it.  

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Lil Bucks, the ancient grain snack brand known for its optimism and transparency, has rolled out a sweeping rebrand that signals its evolution from niche favourite to mainstream contender. Partnering with creative studio Buddy-Buddy, the company has redesigned its entire product line—two dozen SKUs—into a unified, recognisable system that delivers shelf impact across diverse retail environments.  

Clusterbucks and Crunchy Toppers, now available at Whole Foods, Target, and Thrive Market, showcase packaging designed to hold its own in settings that range from natural grocers to mass-market aisles. The aesthetic is bold and expressive, channelling the character of ancient grains in a way that feels joyful and flavourful rather than earnest or purely functional.  

The scope of the redesign underscores the challenge of balancing coherence with clarity. Each product retains its individuality while contributing to a collective brand presence that is instantly recognisable. This cohesion is critical for a brand competing at scale, where shelf impact and consumer recognition can determine success.  

What sets the rebrand apart is its ability to preserve Lil Bucks’ values of transparency and sourcing integrity without reducing them to generic wellness tropes. Instead, Buddy-Buddy has wrapped these commitments in genuine personality, ensuring the brand feels celebratory yet credible. The result is packaging that resonates with consumers seeking both authenticity and energy, positioning Lil Bucks as a vibrant player in the competitive snack category.  

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Pico has made its debut as a natural performance brand, introducing Pico Fuel as its first product. In a sector crowded with established names and functional offerings, Pico’s challenge was to carve out a distinctive space that communicates energy, intensity, and purity while remaining flexible enough to accommodate multiple flavour variants. Pico Fuel, a power gel composed entirely of natural ingredients, positions itself as a fresh alternative for athletes and active consumers who demand both performance and authenticity.  

The creative direction, led by Bernd Bousard and Fabrizio Lenci, sought to build a visual identity that would stand apart in the saturated sports nutrition category. Drawing inspiration from mountain peaks and steep terrains, the design translates sharp, organic angles into a bold graphic language. These dynamic forms create a consistent yet adaptable structure across the product line, ensuring that each flavour variant retains individuality while contributing to a unified brand presence.  

Central to the identity is a strong wordmark that anchors the brand visually, paired with a vibrant colour palette that captures movement and vitality. The interplay of sharp angles and vivid hues conveys dynamism, reflecting Pico’s core promise of natural energy and high performance. This design approach not only reinforces the product’s functional benefits but also elevates the brand into a lifestyle space where visual storytelling matters as much as nutritional efficacy.  

By combining natural ingredients with a striking visual system, Pico Fuel aims to disrupt conventional codes in sports nutrition. The brand’s emphasis on purity and intensity resonates with consumers increasingly attentive to clean-label products, while its bold aesthetic ensures standout visibility in retail environments. The adaptability of the design system across flavours also signals Pico’s ambition to expand its portfolio without diluting its core identity.  

In positioning itself as a high-performance alternative, Pico is tapping into a growing demand for products that balance functionality with authenticity. The launch of Pico Fuel demonstrates how design and branding can play a decisive role in differentiating a newcomer in a competitive market. With its blend of natural formulation and dynamic identity, Pico is set to challenge established players and redefine expectations in sports nutrition.  

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VML South Africa has claimed two prestigious Clio Awards for its work on Vaseline’s Heritage Day campaign, a piece rooted in local authenticity that has travelled far beyond its origins. The agency was awarded Silver in Social Media Craft and Bronze in Social Media, recognising the impact of its viral post “Mntana ka Gogo,” which captured the imagination of audiences both at home and abroad.

Originally published in September last year, the campaign quickly became a cultural moment in South Africa. Built around a simple yet evocative narrative, the post sparked a wave of nostalgia, prompting thousands to share personal stories and reflections in the comments. It resonated deeply with audiences who recognised their own childhoods and family traditions in its imagery, celebrating the quiet, enduring role of caregiving and shared rituals.

What began as a distinctly South African story soon transcended borders. Its emotional core proved universally relatable, drawing engagement from audiences across the globe and demonstrating the far-reaching power of culturally grounded storytelling. The campaign’s international appeal has now been cemented through recognition at the Clio Awards, one of the advertising industry’s most respected global platforms.

Nhlanhla Ngcobo, Executive Creative Director at VML South Africa, described the response as both surprising and humbling. He noted that while the campaign was conceived as a local piece, its themes of childhood memory and familial connection resonated widely. Audiences not only engaged with the content but also contributed their own narratives, deepening its emotional impact and amplifying its reach.

The Clio Awards, judged by leading industry professionals worldwide, celebrate work that combines creative excellence with meaningful cultural impact. Winning in such a competitive global arena underscores the strength of the idea and the precision of its execution.

At the heart of the campaign lies a powerful insight: Vaseline’s long-standing presence in South African households and its association with care passed down through generations. By focusing on a familiar, everyday moment, the campaign elevated a simple ritual into a symbol of heritage and emotional continuity. Notably, the image itself was produced in just 40 minutes and featured the daughter of one of the creatives, adding another layer of authenticity to the work.

Rather than attempting to appeal to a broad global audience, the campaign leaned unapologetically into its local roots. This deliberate specificity proved to be its greatest strength, reinforcing the idea that stories grounded in real experiences often resonate most widely.

The campaign’s success extends beyond the Clios. It has also been named a finalist at the One Show in the Social Media Social Post – Single category, further affirming its creative and cultural impact.

For Vaseline, the project also highlights the importance of trust between brand and agency. Kenosi Matsebatlela, Head of Marketing for Vaseline, revealed that she had not seen the final creative before it went live, describing the campaign as an exercise in faith. Her confidence in the simplicity and authenticity of the idea reflects a shared commitment to speaking genuinely to the brand’s audience.

As global recognition continues to build, the campaign stands as a compelling example of how African stories can excel on the world stage. It reinforces a growing truth within the creative industry: world-class work does not always require globalised thinking, but rather the courage to tell specific, honest stories. When that conviction is present, the world is often ready to listen.

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The recent launch of the Ghost x 7UP energy drink is less about flavour innovation and more about a calculated evolution in brand strategy, signalling how major beverage players are rethinking category boundaries. With GHOST now part of the Keurig Dr Pepper Inc. portfolio, the collaboration reflects a deliberate effort to leverage complementary strengths rather than force brand reinvention.

Instead of repositioning 7UP as an energy product, the approach allows Ghost to do what it has become known for: translating established brands into formats that feel culturally and contextually relevant. The result is a product that feels intuitive rather than contrived, aligning with evolving consumer expectations around familiarity and convenience.

This strategy mirrors a broader trend emerging across adjacent categories, particularly in ready-to-drink (RTD) alcohol. Increasingly, companies are adopting a shared playbook—taking brands with strong flavour recognition and placing them into new consumption occasions. The emphasis has shifted away from creating entirely new propositions towards intelligently recontextualising what consumers already know and trust.

Equally significant is the role of packaging in this equation. The Ghost x 7UP can leans heavily on classic visual cues associated with 7UP, ensuring immediate recognition whether on retail shelves, in-hand, or across digital platforms. In an era where attention spans are fleeting, packaging is no longer just functional; it operates as a form of media, designed to communicate instantly and travel seamlessly across social channels.

This evolution has implications beyond energy drinks. For RTD brands and others navigating crowded markets, the ability to create packaging that behaves like content offers a distinct advantage. When the flavour profile is already familiar and the visual identity does the storytelling, brands can reduce the need for explanation and focus instead on presence—appearing in the right places, at the right moments.

As category lines continue to blur, the ability to extend brand equity across formats without diluting meaning is becoming a defining competitive edge. It is a principle increasingly championed by agencies such as Wonderworks, which focus on helping brands identify shifting consumer moments and unlock new opportunities for growth through thoughtful, credible expansion.

The Ghost x 7UP launch, then, is not merely a product release. It is a case study in how modern branding is evolving—less about invention for its own sake, and more about deploying existing equity with precision, relevance, and cultural fluency.

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Summer in Britain often means dodging sudden showers while yearning for that perfect chilled drink, but Lipton Teas and Infusions is shaking things up—literally—with its groundbreaking cold brew teabags. Announced amid rising demand for convenient, healthy refreshments, this innovation promises to turn ordinary water bottles into portable iced tea havens, no hot water or waiting around required.

The magic lies in simplicity. Pop a teabag into your bottle, give it a playful jiggle, and after just a few minutes, savour full-bodied iced tea without removing the bag. It’s a far cry from traditional methods: no boiling, no cooling, no faffing with pitchers. Crucially, there’s zero added sugar, delivering 100% authentic taste from premium leaves. Lipton’s experts have fine-tuned the cold brew process to extract maximum flavour at room temperature, preserving delicate notes that hot brewing might overpower.

Launching in three irresistible flavours, the range caters to diverse tastes. Peach black tea offers a juicy, sun-ripened sweetness paired with robust black tea; hibiscus raspberry bursts with tart berry vibrancy and floral hibiscus; while citrus green tea zings with lemony brightness and green tea’s earthy freshness. Each 10-teabag pack is priced accessibly, around £2-£3, making it a wallet-friendly upgrade to hydration.

This isn’t just a gimmick—it’s a response to shifting consumer habits. With Brits increasingly prioritising low-sugar options amid health drives, cold brew aligns perfectly. Nutritionist Dr. Elena Reyes notes, “Cold brew tea retains antioxidants without the bitterness of hot steeping, ideal for daily wellness.” Market data from Nielsen shows iced tea sales surging 15% last summer, yet convenience lags. Lipton fills that gap, targeting active lifestyles from festival-goers to office workers.

Availability kicks off this spring at Ocado for online ease, Co-op for community grabs, and Sainsbury’s for high-street reach, with Tesco and independents slated next. Early testers rave: “It’s transformed my commute,” shares Ocado shopper Mia Patel from London. Lipton hints at expansions, perhaps herbal or sparkling variants.

Sustainability shines too—teabags are compostable, sourced from Rainforest Alliance-certified estates, echoing Lipton’s eco-commitments. As CEO Maria Lopez puts it, “We’re brewing joy sustainably, helping you make the most of every sunny moment.”

In a world of fizz and flavours, Lipton’s cold brew teabags stand out for their purity and portability. This summer, ditch the disposable cans; refill, jiggle, and sip the future of tea. Whether hiking the Lake District or lounging in Kew Gardens, your bottle just got a whole lot tastier.

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In a marketplace where heritage brands constantly seek to renew their cultural relevance without diluting their legacy, the latest festive collaboration between Appartement 103 and Hennessy offers a compelling case study in design-led storytelling. The Hennessy VS Flask Collection, conceived as a year-end edition, transforms a familiar object into a canvas of bold expression, infusing the iconic flask format with a burst of colour, energy and collectability.

At first glance, the collection signals a departure from the restrained visual codes traditionally associated with premium spirits. Instead of leaning on subdued palettes or classic ornamentation, the designs embrace vivid, contrasting hues that immediately command attention. This deliberate choice reflects a broader shift in luxury branding, where visual dynamism and emotional engagement increasingly outweigh conventional notions of sophistication. Appartement 103 appears to understand that today’s consumers, particularly younger audiences, are drawn as much to the story and personality of a product as to its pedigree.

The collaboration is rooted in a simple but effective idea: to reinterpret the familiar through a festive lens. The Hennessy VS flask, already an object of recognition, becomes something new when treated as a design artefact rather than merely a container. By introducing three distinct colourways, each with its own visual identity, the collection invites consumers to see the product not just as a beverage accessory but as a collectible item, worthy of display and conversation.

This emphasis on collectability aligns with a growing trend across industries, from fashion to technology, where limited-edition releases create a sense of urgency and exclusivity. In the context of the festive season, such releases carry an added layer of emotional resonance. They are not just products to be consumed but objects to be gifted, shared and remembered. Appartement 103’s approach taps into this sentiment, positioning the collection as both a celebration and a statement.

The design language itself is playful without being frivolous. The use of bold colours suggests energy and optimism, qualities that resonate strongly during the year-end period. At the same time, the contrasting palettes create a visual tension that keeps the designs from becoming overly simplistic. This balance between playfulness and sophistication is crucial, particularly when working with a brand like Hennessy, which carries centuries of heritage and a well-established identity.

What makes this collaboration particularly interesting is the way it negotiates the relationship between tradition and innovation. Hennessy, as a brand, is synonymous with craftsmanship and history. Any attempt to reinterpret its products must therefore be handled with care. Appartement 103’s solution is not to replace tradition but to reframe it. The iconic flask remains central to the design, serving as a bridge between the brand’s past and its present. The new colourways do not obscure this heritage but rather highlight it, drawing attention to the form while adding a contemporary twist.

This strategy reflects a broader evolution in the way luxury brands approach collaborations. Rather than treating partnerships as mere marketing exercises, they are increasingly seen as opportunities for creative exploration. Designers and agencies are given the freedom to experiment, to push boundaries and to bring fresh perspectives to established formats. In this sense, the Hennessy VS Flask Collection is as much about the process of creation as it is about the final product.

Appartement 103’s role in this process is particularly noteworthy. Known for its emphasis on bold, conceptual design, the studio brings a distinctive voice to the collaboration. Its work often blurs the line between art and commerce, creating objects that are both functional and expressive. In the case of the Hennessy VS Flask Collection, this approach results in designs that feel intentional and considered, rather than decorative for the sake of it.

The festive context of the release also plays a significant role in shaping its narrative. Year-end collections have long been a staple of the retail calendar, offering brands a chance to capitalise on heightened consumer activity. However, in an increasingly crowded market, standing out requires more than just seasonal packaging. It demands a clear point of view, a sense of identity that resonates with consumers on a deeper level. By focusing on bold colours and playful energy, Appartement 103 and Hennessy create a visual language that feels both timely and distinctive.

There is also an element of accessibility in the design. While the collection is positioned within the premium segment, its aesthetic appeal is immediate and universal. The vibrant colourways do not require specialised knowledge or context to be appreciated. They speak directly to the viewer, creating an instant connection. This accessibility is crucial in expanding the brand’s reach, particularly among younger consumers who may be encountering Hennessy for the first time.

At the same time, the collection retains an air of exclusivity, reinforced by its limited-edition status. This duality—being both accessible and exclusive—is a hallmark of successful contemporary luxury. It allows brands to engage a broader audience without compromising their perceived value. The Hennessy VS Flask Collection achieves this balance by offering something that feels special and unique, yet approachable and relatable.

The notion of “collectable design” is central to the project’s appeal. In recent years, there has been a growing interest in objects that exist at the intersection of design and culture. These are items that people do not simply use but also curate, display and discuss. By positioning the flasks as collectables, Appartement 103 and Hennessy tap into this cultural shift, transforming a functional object into a piece of design that carries meaning beyond its immediate purpose.

This shift is also indicative of changing consumer behaviour. In an age of digital saturation, physical objects that offer a tactile and visual experience are increasingly valued. They provide a sense of permanence and authenticity that digital interactions often lack. The Hennessy VS Flask Collection, with its bold colours and distinctive design, offers precisely this kind of experience. It is something that can be held, admired and shared, both in person and through social media.

The visual impact of the collection is likely to play a significant role in its reception. In a world where products are often discovered and evaluated through screens, design becomes a key differentiator. The vibrant colourways of the flasks are inherently photogenic, making them well-suited to digital platforms. This aligns with the broader strategy of many brands, which increasingly design products with their online presence in mind.

However, beyond its visual appeal, the collection also raises interesting questions about the future of brand collaborations. As consumers become more discerning, the success of such projects will depend on their authenticity and relevance. It is no longer enough to simply place two names together; the collaboration must offer something genuinely new and meaningful. In this respect, the partnership between Appartement 103 and Hennessy appears to be grounded in a shared commitment to creativity and innovation.

The festive Hennessy VS Flask Collection ultimately serves as a reminder that even the most established brands can find new ways to express themselves. By embracing bold colours, playful energy and a sense of collectability, Appartement 103 has helped to reimagine an iconic format for a contemporary audience. The result is a collection that feels both familiar and fresh, rooted in tradition yet open to experimentation.

As the year draws to a close, such projects take on an added significance. They become markers of a moment, capturing the spirit of a particular time and translating it into a tangible form. The Hennessy VS Flask Collection does precisely this, offering a vibrant, design-driven interpretation of the festive season. In doing so, it not only celebrates the present but also points towards the evolving future of luxury branding, where creativity, collaboration and cultural relevance are paramount.

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Volkswagen’s new campaign The Parents, created by BBDO Paris and directed by Ariela Dorf, draws on research from the Cetelem Observatory showing Europeans feel car technology is overly complex. The film uses parental guidance as an analogy to highlight Volkswagen’s philosophy: technology should be simple, intuitive, and truly valuable.  

Volkswagen’s latest campaign, The Parents, is a cinematic exploration of simplicity in technology, crafted by BBDO Paris with a creative team led by Chief Creative Officer and President Alexander Kalchev. The film, directed by Ariela Dorf and produced by VOIR Pictures, draws on the universal theme of parental guidance to illustrate Volkswagen’s philosophy that technology only has value when it is truly useful.  

The campaign was inspired by research from the Cetelem Observatory, the BNP Paribas-backed institution that has studied automotive consumption patterns for over four decades. Its findings reveal a growing frustration among European consumers: 51% believe their cars include technologies they could do without, while 62% feel features are unnecessarily complex. These insights provided the creative foundation for BBDO’s narrative, which positions Volkswagen as a brand committed to intuitive, accessible design.  

Dorf, renowned for her ability to capture everyday themes with emotional resonance, translates these insights into a relatable story. By using parents as a metaphor for guidance, protection, and assistance, the film underscores the idea that technology should serve people in the same way—supporting them without overwhelming or confusing. The analogy is both tender and persuasive, reflecting Volkswagen’s belief that innovation must remain human-centred.  

Behind the scenes, the campaign was shaped by a talented team including Creative Director Marion Thiery, Copywriter Leopold Cartier, Art Director Calvin Peigne, and Agency Head of TV Production Corinne Persch. The visual storytelling was enhanced by Director of Photography Victor Seguin, while post-production was handled by ORAGE Studios in Paris. Together, they created a film that balances emotional warmth with clarity of message.  

In an industry often criticised for overloading vehicles with unnecessary gadgets, The Parents stands out as a reminder that simplicity is not a compromise but a strength. By aligning its message with consumer sentiment, Volkswagen reinforces its position as a brand that listens, adapts, and prioritises usability. The campaign is not just an advertisement but a statement on the future of automotive technology: one where innovation is measured not by complexity, but by how seamlessly it integrates into daily life.  

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