WINDOWS DON'T WORK
As a designer I love print almost as much as I love its ability to help me pay my mortgage. But for sustainable brands print media is undeniably high energy and dates quickly; by the time it hits the shelves a product or ingredient will have inevitably have changed.
So what about shop windows? It takes an awful lot to grab attention on the high street, so when it comes to windows, it's go big or go home. As with print each display required money, man hours, localisation, print and global delivery to over 50 countries. All in all, it's a massive hoohah.
So what do you do with a brand that has a lot to say and a penchant for print? We all love to hold something tactile but it's not 1995 anymore, and this isn't Argos, it's time for a modern take on print marketing that's engaging and connected.
We're all overwhelmed with marketing, but what if you could 'train' people to want to look at a window to see what a brand has to say?
Lush needs a reactive, social solution to retail displays; one that allows for bold, global brand statements as well as individual shop personalities and messaging. The flexible letter board light box allows for daily updates on the fly, delivering shareable, relatable content.
One page, one focus, but with plenty of room for a dash of sass. A monthly curated product 'catalogue' aimed at reflecting global trends across all categories and highlighting new products or themes. The reverse features a large format, collectible monthly poster featuring a bold brand statement.
Minimal localisation and production needed, this should pander to the need for print in a way that in a bold, reactive way.
No prices, no ingredients, the only product content on the page are the image, name and product category.
Download the Lush Labs app on an Apple or Android device and scan an image with Lush Lens. You'll be taken directly to the live, local product page for the full info and extended storytelling in your local currency and language.
With the marketing workflow so heavily streamlined there's more time, money and materials to allow for a series of large scale and guerilla installations of the core brand messaging.