DraftFcb

Archive - Nov 2010

November 22nd

Urban orchards

Urban orchards
A peach orchard will be popping up on Manhattan’s Fifth Avenue. Harry & David, a brand that produces gourmet gift baskets are bringing “pop-up orchards” to 16 cities across the United States, bringing a taste of the country to the big city.
Why it matters

Brands that push natural credentials could do more to make those values a reality for consumers in the heart of the city. How can other food and drink brands bring to life  the much looked for authenticity on their consumers doorsteps?

Authenticity
Escape
Food & Drink
United States

Clothing makes itself at home at the bar

Clothing makes itself at home at the bar

Fashion retailer J-Crew has opened their first menswear only boutique in the historic Tribeca Tavern. Mingled with all the trendy menswear, the bar remains open and the beer still flows on tap. In conserving the historic use and character of the Tribeca Tavern, J-Crew has created the fashion boutique-liquor store hybrid.

Why it matters

Drinks and bookstore hybrids have been seen with the marriage of Borders and Seattle’s. J-Crew has just brought the combination of drink and shopping out of the bookstore and into the fashion world. But it comes from a brand value standpoint, staying true to the history of old buildings that brands are taking over for their stores. Could organically utilising and preserving the natural advantages found in unused spaces be a way to excite consumers seeking out authentic experiences?

Enhancement
Food & Drink
United States

Edible make-up

Edible make-up

Two Emirati women have created a line of cosmetic products including soaps, body scrubs and eyeliner or “kohl” made entirely from dates and their seeds.

Why it matters

Consumers are now more conscious about the safety of their cosmetic products and many are looking for cosmetics that are suitable for their skin types. Along with making cosmetics entirely edible what other ways can brands reassure their consumers?

Beauty
Authenticity
Well Being
United Arab Emirates
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed