multi-sensory branding
We are excited to be contributing to a book about designing for smell in memory of the inspriational Victoria Henshaw, with Kate McLean amongst other editors. Here's a comprehensive article about her work in The Guardian, including her latest project in Singapore.
http://www.theguardian.com/cities/2015/oct/07/smell-amsterdam-cannabis-odour-mappers-kate-mclean
The gap between a cupcake and a cookie is slim, so why does this just seem so wrong? For most, the Oreo brand is firmly rooted in childhood and our adult foray is based on nostalgia.
Oreos hop the divide from childhood to adulthood as a trip down memory lane and as an ingredient in puddings. But to adopt the mantle of red velvet just doesn't work. Is it because Red Velvet cakes are an adult concept, rooted in seduction, or is it because Red Velvet cakes already teeter on a sensory line between divine and vile? The sensory conceipt of heavy fabric, stem roses and blood render them almost inedible, but the lightness of cake, purity of snow and butter clouds seem to pull Red Velvet back from the brink of the macabre.
Not so with the Oreo. Hard, artficially flavored, cream cheese flavored 'creme', sandwich biscuits. Red. Sensory Shudder. Limited edition a good move wethinks.
Vetyver collaborate with leading artists to create a multi-sensory exhibition Shaun Leane, Timorous Beasties, Fabien Cappello, Tom Price, Studio Glithero, Studio Swine, Jason Marks,Leigh Cameron, Emma Yeo, Peter Saville for Dovecot Studios and Alice Cicolini.
Read MoreUsing sound, smell, taste, touch and experience has the capacity to define and deepen our emotional relationship with brands. Used well, it increases brand experience, return rates, loyalty, experience, recall and revenues. Used badly it can distract and alienate.
Here is our list of Top Ten mistakes in sensory branding.
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