Targetting The Nostalgic

I still fondly remember those precious moments in the summer, where above the chatter of my friends, or the music blasting from my tape player, or the sound of nerf-gun arrows whipping throw the air, one thing never failed to cause my ears to perk ever so slightly, to form a light perspiration on my brow. This sound, at an octave that pierces the ears of every 8 year old within a 6 block radius,  would be the light jingling of the ice cream truck as it slowly made its way down my street. Without fail, an echoing, “ice creaaaam!” would linger behind as I flung myself out the front door, adrenaline and anticipation running high.

The other day, as the wind-chimes from my neighbours porch clinked in the wind, for a split second I felt the familiar butterflies, the dread of disappointment should I be second too late – and of course, a reminder of that beautiful and simple gratification of a rainbow pop on a hot, sunny afternoon. The nostalgia had me craving the iconic sugar high of summers past.

So whatever happened to the ice cream truck?

Scoop (of East London) had the same thought, when they re-invented the mobile-ice cream experience.

“Playing on that sense of nostalgia, Scoop breathes life into the run down image of selling ice cream on the streets. Taking a blinged out van fitted with chandelier and a host of fancy puddings, Scoop brings boutique eating to the masses. And with flavours including Turkish Delight, organic champagne and traditional marmalade, it’s not exactly child’s play.”

I find the sentiment delightful. I treasure brand experiences that can deliver a modern, sophisticated way to live the theater of our childhoods – its a way to illicit the emotional bond we have with our memories. From redesigning ice cream trucks to creating new, social adult playgrounds – the opportunities to target the hopelessly nostalgic are endless (and have the potential to be quite lucrative. Don’t be surprised if you see me driving one of these straight into Trinity Bellwoods Park this summer..)

Which of your favourite childhood memories would you like to revive today?

Remote Farming: online garden, offline veggies

After spending a month working on an organic farm in Normandy this summer, my appreciation for the time spent planting, growing and harvesting food has increased exponentially. If not for the connection between me and my food, or the sustainability aspect, then it’s for the taste. (Let me tell you, lettuce cut fresh from the garden is a completely different thing.)

It turns out that even those without the inclination to physically garden can exercise the proverbial ‘green thumb’ online and reap the benefits of locally grown food, delivered to your doorstep.

This is the idea behind the new Italian company Le Verdure Del Mio Orto, — (‘The Vegetables from my Garden’)—which lets anyone build an organic garden right from their web browser.

“How it works? Users first select a garden size based on the number of people they’d like to feed; 30m2 is sufficient for 1–2 people and costs EUR 850 per year. The virtual gardener can then choose from 40 different types of vegetables, using a highly intuitive interface that includes information on expected yields and harvest times. Optional extras include a photo album of the garden’s progress (EUR 49), herb and fruit beds (EUR 50/75), and even a scarecrow with a picture of the customer’s own face (EUR 39). Once the garden has been designed and fees paid, planting begins on the farm, which is located between Milan and Turin in northern Italy. As the organic produce grows, it’s picked and delivered to the customer’s door within 24 hours. Weekly deliveries are part of the package.”

A brilliant take on the community garden. Toronto needs this!

via: Springwise

Cover (as) Art

I have no shame in admitting that sometimes often, I judge books by their covers. Although a bland and uninteresting cover won’t stop me from buying a book, an intriguing and well-designed cover certainly encourages my buying behaviour.

There is something wonderful about the books you love becoming art, worthy of filling shelves, claiming frames and mounting walls. Penguin has long since proven their commitment to book design, which is best exemplified in their whimsical, arts and crafts-y, clothbound redesign of classics by Oscar Wilde, Jane Austen, Charles Dickens and many others. These have become classic collectibles and just go to show how a little design can go a long way.

My most recent cover-design obsession? Julian House – with his gorgeous muted pallets and thoughtful graphic collages. I first came across him on the cover of Herman Hess’ Siddhartha (which I am reading now), and upon further investigation, found that House lends his signature style to several other Penguin titles, as well as album covers. I would love to find this in poster size.

THEN, on my hunt for more book cover design, I came across this really cool book called ABC 3D by Marion Bataille. It is book reading at its finest – a tactical, surprising and memorable experience. Take that Kindle.