Companies and creatives creating experiences that consider the unique and diverse experiences, needs, and desires of their users have the opportunity to shape experiences which are customized by the perception and input of the user.

And it is through working out from this understanding that is the key to success today –– by creating a seamless narrative with clear values, showing empathetic understanding of the recipient, being transparent about who we are and what we offer. Not only our flawless façades but also by sharing how our backyard looks. Great innovation can be narrative and experiential. Innovation is not limited to the technological.

But one might ask, what of the consumer goods, then? Well, their relevance persists, but in concert with a larger whole. Products, their packaging, and physical environments represent the worldly, the powerful sensory experiences where the digital world has yet a long way to go. Physical entities, like packaging is an interface in open dialogue with consumers, and they are at their best when in conversation with an overall story. The days when the product’s monologue is in central focus are over. 

• Understand the story you want to tell, from the receivers’ perspective. Enhance it by activating as many senses as possible per channel. Find new rooms and mediums – and pair, mix and enhance the narrative with traditional such as packaging, product design, POS and environments. The strongest impressions are still the haptic and spatial.
• Innovate with empathy (not to be confused with sympathy). Create experiences that understand the user and build relevance.
• Use data wisely. We have more data than ever, but it tells a one-sided story. Perceive the story behind the data. Use semiotics, and semantics; mix both explicit and implicit narrative in your communication.
• Show your backyard, show the factory, be transparent, and let your receiver in.

Oat-based products have emerged as one of the most popular and disruptive trends on the market. At the forefront of this trend is Yosa, a brand that’s harnessed the oaty goodness and power of oats for the last 20 years. Recently acquired by one of the largest corporations in the Finnish food and drink industry, Fazer approached Pearlfisher to refresh Yosa’s expression and make it stand out in what is becoming a crowded space.

“Our design counteracts the cold cues of the category and celebrates the greatness and deliciousness of Fazer Yosa products. Illustrating Yosa as a plant, the Y logo signifies where everything related to the brand flourishes from whilst the strapline – We Know Oats – reinforces the brand’s heritage and expertise. Embodying both its pioneering spirit and rich heritage we focused the Fazer Yosa brand story on the bigger potential oats have as part of a healthy lifestyle.”

 

 Glenilen Farm, designed by the Brand Union “A recent success story of the food sector, Glenilen is at the forefront of Ireland’s food exports and since the rebrand has managed to get their products into various prestigious British outlets, ranging from Selfridges and Harvey Nichols in London to Tesco, Waitrose and Wholefoods. Public response to the rebrand has also been extremely strong, with customers referencing the new packaging in many comments left on Glenilen’s website and Facebook page. In December 2011 the rebrand work for Glenilen Farm won the coveted Grand Prix at the Irish Design Effectiveness Awards”