We've spent a good part of the past two years with clients who want to understand where the "Craft" movement might go. From CPG to spirits brands to a start-up greeting card company, decoding the future of craft is on everyone's agenda. It's no secret that we've hit peak craft - across many categories. So much so that being artisanal, local, handmade or any of the other ingrained cues of quality, is now table stakes vs. stand-out. And this is a good thing — as it's created a new standard for quality and expectation for connection between brands and consumers.
What was once a niche culture has reshaped the mainstream mindset. It's allowed makers and artisans to find financial and cultural success. And it's forced big brands to rely on more than their good name, designer label or premium price point.
This is not a post about craft. This is a quick post on one of the key takeaways from our interviews with artisans, workshops with big and small brands, and, deep dives into a variety of industries: your backstory is your brand.
Backstories are everywhere. We all have one. And whether sexy or not, you'll find a history, an intention behind any product within your arm's reach right now. Below are three brands, and the backstories they've employed, which we find particularly compelling for their authenticity, emotionality and integrity.
Example 1: The Yoshida Sake Brewery, a 144-year-old family-owned sake brewery in northern Japan...and subject of a recent (and quickly spreading) documentary, "The Birth of Sake." Now, a beautifully compelling, often centuries-old backstory from sake brewers is nothing novel. However, telling that story to a global audience in a way that quickly engages them and humanizes the process is novel. Now, I know a good deal about sake. Enough to navigate menus and understand the special taste outputs caused by a brewery's origin or type of rice used. But this film brought this specific brand to life in the most meaningful way: by showcasing not only its traditional process, but the many stories that connect the men responsible for that process. What begins as a rather usual dramatic profile of the brewery's traditions and exacting approach turns into a story not of sake, but the diverse personalities and personal stories each of the staff brings to their yearly six-month sequestration within the brewery's walls. The result: an association with individuals over process or place, which creates an even more compelling reason to believe in and buy this brand. The trailer follows:
The second example: Juniper Ridge. Breaking through the vast global fragrance market seems a daunting task, even for the biggest brands. Juniper Ridge is an Oakland, California-based "American West" perfumery. While the brand checks many of the traditional "craft" boxes, its adherence to original roots and the story it allows consumers to experience are what excite us. Juniper Ridge is created using wild foraging techniques, all natural ingredients and even labeling that helps consumers identify the origins and intention of their bottle. Moreover, the perfumes are meant to literally bottle place, taking users to that wild area, region and even time of year. Juniper Ridge is celebrates its creation story, leaning heavily on both the HOW and WHY of what they do. The result is a clear point of view and an invitation to experience something bigger than a scent. Here's a brief clip of their creation of a Redwood fragrance, which brings to life their passion and process.
Example 3 is near and dear to our hearts, as we spent years working in collaboration with some truly wonderful people to bring it to life: Made Real Vodka. What started as a connection between Pernod-Ricard, one of the world's largest spirits companies and a group of female entrepreneurs has grown into a living, breathing brand that stands for female empowerment and constant collaboration. The vodka was developed through a co-creation process including Pernod-Ricard as the industry expert, advisement by marketing and design professionals and the inspiring women the brand is meant for. Each step along the way, these partners came together with a mandate to create: from naming the brand and its signature cocktails to designing the bottles to running publicity and events. It's impossible to separate Made Real's backstory from its brand, creating a bond that goes beyond the product. Follow the Made Real story via its series of YouTube films.