Companies use upbeat party themes to market health & self-care products
Trend - Packaging and advertising that references nightlife not only creates a connection with this behavioural tribe, but integrates a bit of edginess younger consumers respond to. This tactic is being used in unexpected spaces, such as the wellness industry.
Insight - Statistically, younger demographics are spending less on alcohol and nightlife activities than expected. This is partially due to a focus on wellness; however, health concerns do not diminish this group's desire to indulge and have fun. Permissible indulgences speak to these conflicting desires.
Insight - Statistically, younger demographics are spending less on alcohol and nightlife activities than expected. This is partially due to a focus on wellness; however, health concerns do not diminish this group's desire to indulge and have fun. Permissible indulgences speak to these conflicting desires.
Workshop Question - How can your brand use partying to connect with a new audience?
Trend Themes
1. Party-themed Wellness Products - Companies are using party themes and packaging to market health and self-care products, creating a connection with younger consumers who desire permissible indulgences.
2. Occasion-specific Vitamin Sets - Rave Pack offers vitamins and supplements that provide support for the body pre-party and post-party sleep, targeting a niche market in need of care solutions during and after an exciting event.
3. Art Therapy Branding - Basic Studio creates a tranquil design aesthetic for ENSO, successfully communicating its philosophy using fluid shapes, a calm color palette, and subtle references to Japanese culture.
Industry Implications
1. Wellness Industry - The wellness industry can use party themes and packaging to market health and self-care products to younger consumers in need of permissible indulgences.
2. Vitamin and Supplement Industry - The vitamin and supplement industry can target niche markets, such as party-goers, by providing occasion-specific vitamin sets and supplements.
3. Design Industry - The design industry can incorporate art therapy branding into company identities to successfully communicate philosophies and create engaging visual identities.
