Featured image for 5 Questions with Pearlfisher

5 Questions with Pearlfisher

by Dieline Author on 04/26/2016 | 4 Minute Read

Editorial photograph

HOW Design Live is a right around the corner, 22 days to be exact! To give you a preview of what you'll see in Atlanta, we're sitting down with our esteemed dynamic duo Brandi and Hamish from Pearlfisher

TC: When you first saw the shift in consumer desire for more luxurious products, how did that transformation play out? What do you see for the future of premium products?

Hamish: Well, it’s interesting because consumers have always desired luxury products. What we have seen recently though is that the very definition of luxury has changed drastically. It now combines values, traditions, and behaviors in a new ways, and the gap is narrowing between every day and luxury. This shift in definition makes luxury more accessible for consumers, but also more difficult for brands to master in a genuine and appropriate way.

Brandi: We see that even in times of financial distress, consumers still treat themselves. This is where we see the opportunity for premium brands to reexamine their offering— because like it or not, the simple definition of luxury is very different than it was even 10 years ago. There is an opportunity for brands that might not have previously thought of themselves as premium, to redefine their positioning for the shifting definition of premium. 

TC: What does it really mean for a brand to be "authentic"?

Hamish: This is a core principle for Pearlfisher. We set out to build the worlds most desirable brands through the lens of challengers and icons. At the core of any great brand is a clearly defined truth that manifests desire for consumers. If a brand knows themselves at their core – everything else that radiates out will naturally be authentic.

TC: It seems that everyone at Pearlfisher has their own unique interests (Hamish, you mention rugby and Brandi, you talk about producing your own music). How do you see these outside interests play a part of your process?

Brandi: I think it’s vital for everyone to have a hobby they’re passionate about. I’ve been making music consistently for over 20 years, both as part of a band, and as a composer. To be able to head home from a long day at work, and have a secondary creative outlet that I’m ready to dig into, allows me energy to come in every day and work as hard as I do. 

TC: In regards to your presentation, what is one valuable piece of advice or information you hope attendees walk away with?

Hamish: We want to empower attendees with the knowledge of what premiumization really is, and how to use it in your own work. There are new ways of elevating and integrating premium qualities in your brand – be it through a distinct tone of voice or structural change – brands should feel liberated, not intimidated, by their options. 

Brandi: From a Realization point of view, we want to show that there are ways to bring designs to life, whether through cutting-edge print techniques or materials, at a brands disposal that can drastically change a brand’s perception on shelf. This could even be through use of everyday materials, but treated differently. The definition of luxury hasn’t only changed in branding, but also with technology. There are more options for brands now, and they shouldn’t be afraid of those— they should embrace them.

TC: In the past year, what has been the most promising advance in the packaging world? What about the biggest disappointment?

Brandi: I’m really inspired by advances in creative technology, like printed electronics and a techno-philosophical view of the world in the vast and inclusive “Internet of Things.” Simultaneously, I always have an ear to the ground on new things in sustainability, which have a direct tie-in to the advances in tech. 

Hamish: I’m personally bothered when brands aren’t authentic or true to themselves – through branding or design. There are so many falsely authentic brands on the market, and it’s aggravating as a designer and consumer. Consumers are now smarter than they’ve ever been before, and it’s only a matter of time before a brands truth is revealed.  Brands should stay true to who they are and honor that – or they’re simply setting themselves up for failure. Once a consumers trust is broken it’s nearly impossible to regain their loyalty. 

Editorial photograph

22 Days to join us at HOW DESIGN LIVE!Register today and save $50 with DIELINE50