What are UK brand designers learning from an invasion of US design?

Jono Holt, CEO of brand communications agency Otherway, reckons we’re seeing an invasion of great brand design coming to our shores from the States. He discusses why this is a good thing, and what he’s learnt from his experience working with brands like Diageo, PizzaExpress, Fortnum & Mason and Kurt Geiger.

“We’re quite used to it by now in the UK, many of the trends we pick up and tastes we develop come from across the pond. Recently though, we have seen the emergence of really, really great American brands – many of whom are opening up quite literally round the corner, here in London.

“The American invasion – Five Guys, Shake Shack, SoulCycle, Everlane, Greats, Shinola, Warby Parker, Casper and Harry’s, to name a few, are either here already or are set to arrive on our shores imminently.

“From burgers to spinning gyms, razors to watches, shoes to clothing, mattresses and glasses – these new consumer-led businesses have already successfully shaken up the US market and are now aiming for global expansion, with the UK top of their target list.

“The most exciting thing for those of us who work in branding and design is that all of these companies are proving how brilliantly crafted consumer experiences coupled with great products can deliver clear differentiation and, as a result, real added value in nearly any consumer marketplace.

“What’s more the power of creating a great product and brand is once again being recognised by financial investors, who are more than willing to back people with great ideas with serious money.

“When you dig a little deeper into the Casper story you realise that this is essentially a company that has outsourced its branding and consumer experience design. Red Antler, a company based in Dumbo, New York who specialise in ’building brands for startups that are changing how the world works’ are the people behind it. For a flat fee plus a share of the equity Red Antler changed the name from Duke to Casper (to play up to the associations of the friendly ghost rather than the US university) then set about creating what is now an iconic brand, all in less than a two years.

“Have a look at the Instagram shots of the Casper boxes, the smart, benefit-led copy and imagery on the website. Watch the online films of people opening their mattress, photos of the pop up sleep bars at festivals and read Van Winkle’s weekly newsletter. It’s a masterclass of branding and consumer experience.  Beyond Casper, go and read the very emotive brand story behind Shinola’s watch making in Detroit. Check out the community vibe of SoulCycle’s social media or pop into a Warby Parker store.

“To the brand cynics out there it’s just a mattress, a watch, a forty-five minute spin class and some glasses made in China. But the huge amount of investment these brands are attracting, at eye-watering valuations, means you simply can’t ignore them. It makes for a very exciting time to work for a company that has the ability to create ambitious brands and design unforgettable customer experiences.

“If the arrival of these brilliant brands on our shores can inspire a UK reaction of similar quality and ambition then we welcome our US friends with open arms.”