Legit Organics Targets Cultured Millenials in a Youthful Way
Meghan Young — October 10, 2014 — Lifestyle
References: legitorganics & packagingoftheworld
Legit Organics is a brand of confections that strikes a unique balance between luxury and youth. Targeting millenials in a youthful way through playful syntax, Legit Organics nevertheless adopts an overall style that is mature and sophisticated. With bold fonts, rich colors and an overall darker aesthetic, the branding manages to appeal to different groups in different ways.
Designed by Pearlfisher New York, Legit Organics' branding shows that a company can reach a niche market, in this case sophisticated millenials, in a way that will also intrigue other demographics. Inspired by R&B, the branding is "rich, sensual, bold and charismatic," describes Hamish Campbell, Creative Director. He goes on to say, "The standard in organic confectionary has always been about compromise: worthy not tasty; timid not tempting; cluttered not cool. Our design for Legit Organics negates this compromise by creating a new visual language for organic that is simultaneously enjoyable, accessible and authentic."
Designed by Pearlfisher New York, Legit Organics' branding shows that a company can reach a niche market, in this case sophisticated millenials, in a way that will also intrigue other demographics. Inspired by R&B, the branding is "rich, sensual, bold and charismatic," describes Hamish Campbell, Creative Director. He goes on to say, "The standard in organic confectionary has always been about compromise: worthy not tasty; timid not tempting; cluttered not cool. Our design for Legit Organics negates this compromise by creating a new visual language for organic that is simultaneously enjoyable, accessible and authentic."
Trend Themes
1. Luxury-youth Balance - Creating a brand that strikes a unique balance between luxury and youth can attract both sophisticated millennials and other demographics.
2. Playful Syntax - Incorporating playful syntax in branding can engage millennials in a youthful way.
3. Mature and Sophisticated Aesthetic - Adopting a mature and sophisticated aesthetic can appeal to various consumer groups in different ways.
Industry Implications
1. Organic Confectionery - There are opportunities for disruptive innovation in the organic confectionery industry to create enjoyable, accessible, and authentic products with a new visual language.
2. Marketing and Advertising - Marketing and advertising agencies have the opportunity to leverage the luxury-youth balance trend and incorporate playful syntax to engage target audiences effectively.
3. Fashion and Beauty - The fashion and beauty industry can explore the mature and sophisticated aesthetic trend to resonate with sophisticated millennials and other consumer groups.
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