"I asked the pair how brands can successfully do this. "One of the fundamental things is intention but also that foundation," said Asmah. "You have the foundation and you build on it - always returning back to that core as opposed to building from halfway." And once you have that foundation, she argued, everything feels quite authentic."
"Of course, brands need to constantly adapt to different voices, markets and trends, but jumping on every single trend isn't the right way to go, she said. "Sometimes you get the right trend that hits your brand's DNA or your brand's foundation, then that's a good thing to jump onto because consumers can see your authenticity, they know that this is what you've been saying... you don't have to force it.""
"Which brands have successfully jumped on trends? Nkenna pointed to Coca-Cola's recent Brazilian campaign as an example, where painters and artists drew new illustrations of the brand in the modern age. "They still infused that sense of heritage in a way that resonates with the arts community in a way that feels a little bit more fun," he said. Asmah mentioned the Jet2holiday trend, about holiday flops, where people record their holiday disasters with the Jet2 soundtrack."
The Blackpepper Studio, led by Nkenna Amadi and Asmah Mansur-Williams, blends Lagos roots with a London base to guide brands balancing heritage and evolution. Intention and a solid foundational identity enable authentic growth and consistent brand expression. Brands should return to core identity when evolving rather than building from halfway. Trend adoption must be selective, embraced only when a trend aligns with brand DNA so consumers perceive authenticity. Demonstrations include Coca-Cola’s Brazilian campaign reimagining heritage through contemporary art and the Jet2holiday trend that frames holiday mishaps under a shared theme song.
Read at Creative Bloq
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