If the beverage industry were a baseball team, there would be a lot of different players, from water to wine, spirits to soda and the juices, coffee and teas in between. One thing that each player would have in common is that they must adapt to what consumers want because one thing is sure: consumers want their beverages customized. Just walk into Starbucks to hear a certain editor’s coffee order: Grande soy, 2 pumps sugar-free cinnamon dolce latte, extra hot, no whip (what can I say; it’s how I like it). The options are endless for customization. The more custom and personalized the drink, the more indulgent that beverage appears. According to Chicago-based design firm Landor, 2015 is all about the individual, not the masses.
Thomas Ordahl, Landor’s chief strategy officer, says, “The brands of 2015 will be more agile, changing and adapting to meet the specific needs of individual consumers. Whether it’s creating custom packaging or using input from social media to improve a product, companies will embrace the power of one like never before.”