Behind the scenes of a location shoot, things don’t always go exactly to plan. And in this case our plan actually disappeared altogether. We had everything lined up: the perfect location, all the equipment, props, chef and food prepped and ready to go. Then, the night before, a circumstance completely out of our control meant we couldn’t run the shoot we’d been planning for weeks. The whole thing had to be scrapped. The easy option would have been to cancel. But when you’ve got a location booked, a full team ready to go, equipment packed and tasty food in the fridge… well, it felt wrong to waste it. So instead, we took a moment of solace for the day that was not to be and continued on with a complete shake-up. Rather than trying to force the original plan, we asked: what content have we always wanted, but never prioritised? And that became our new focus. What followed was one of the most valuable shoots we’ve ever done. Free from the constraints of a tight shot list, the team captured work that will fuel brand storytelling, acquisition campaigns and our customer welcome journey. The images and video are rich, versatile and full of life - exactly the kind of content that pushes the needle and works harder for us. It could have been a disaster, but instead it became proof of what can happen when you have the right people in the room. A team that can adapt, find the opportunity in the challenge and deliver work that’s not just good, but delivers. Looking back, it feels less like a day lost and more like a day we didn’t realise we needed. Huge thanks to Thu Le for capturing the lovely BTS shots - you’d almost never know what the previous 24 hours had thrown at us. ABOUT THE AUTHOR Richard Brownlie-Marshall Designer & Creative Richard Brownlie-Marshall is a multidisciplinary creative and brand leader whose career spans the worlds of food, lifestyle and entertainment. Currently Head of Creative at Mindful Chef, Richard has led impactful partnerships with brands including LEON, Deliciously Ella and Gymkhana - helping shape the brand’s voice in the highly competitive recipe box market. Previously, Richard has worked globally for Pret A Manger, where highlight projects included the launch of Veggie Pret and the brand’s first foray into supermarkets and retail. He has also appeared on screen as a brand expert on Gordon Ramsay’s Food Stars and hosted a Disney Parks UK series as the “Go To Guide” for Disneyland Paris. Known for his distinctive blend of commercial and creative, Richard specialises in turning strategy into standout storytelling. Main website

January might get the headlines, but it’s a pretty miserable month to make big changes. We’re exhausted, wallets are tight and most of us are just trying to survive that post-Christmas slump. That’s why it’s so hard to get those new year resolutions to stick. For me, September is the real New Year. Think about it. After summer we come back with new energy. We’ve been away, out of routine, discovering things we didn’t know we needed - whether that’s a new flavour picked up on holiday, a trend spotted at a festival or simply the spark that comes from stepping away from our normal day-to-day. Then September hits, kids go back to school, offices fill up again and suddenly there’s a sense of normalcy - but it’s a new normal, one that we’re shaping with the ideas and inspiration we’ve brought with us. That’s why brands use September as their real launchpad. At Pret A Manger, September was always the moment to land new menus, because customers were open to trying new things. At Mindful Chef, we see the same thing: people are ready to shake up their cooking routines and try a new recipe box, but without the guilt or pressure of January. September has curiosity without the baggage. It’s the point in the year when audiences are most receptive to fresh habits - and when design and creativity really pay off. Even culturally, the city seems to understand this rhythm. London Design Festival takes over every September, filling the capital with installations, new conversations and innovation for the future. What excites me most is how quickly those “big ideas” filter into the everyday - the packaging you pick up in a supermarket, the signage in a café, the little UX tweaks that make an app easier to use. September is when these creative shifts show up first, before they become mainstream. The September reset matters because it’s about momentum, not pressure. It’s a chance to refresh one thing, to fix one friction point, to take one idea and test it. It’s why brands that lean into September end up stronger heading into the final quarter. And it’s why, personally, I always see September as a better time to define what I want from the year ahead. January comes with pressure, whereas September gives permission to change it up. It’s the sweet spot where creativity, customer openness and cultural energy collide. That’s why the smartest brands don’t wait until New Year to launch something new - they reset in September. And maybe the rest of us should too. ABOUT THE AUTHOR Richard Brownlie-Marshall Designer & Creative Richard Brownlie-Marshall is a multidisciplinary creative and brand leader whose career spans the worlds of food, lifestyle and entertainment. Currently Head of Creative at Mindful Chef, Richard has led impactful partnerships with brands including LEON, Deliciously Ella and Gymkhana - helping shape the brand’s voice in the highly competitive recipe box market. Previously, Richard has worked globally for Pret A Manger, where highlight projects included the launch of Veggie Pret and the brand’s first foray into supermarkets and retail. He has also appeared on screen as a brand expert on Gordon Ramsay’s Food Stars and hosted a Disney Parks UK series as the “Go To Guide” for Disneyland Paris. Known for his distinctive blend of commercial and creative, Richard specialises in turning strategy into standout storytelling. Main website

Ask anyone who’s done a full run at the Edinburgh Fringe and they’ll probably tell you it was one of the best and most exhausting experiences of their life. For me, it was a creative crash course in leadership, producing, promotion and downright grit. It set the foundations for everything I do now as a brand expert and creative. But at the time? It was bed-sharing, prop-schlepping and calling in every favour going to make sure the show was a hit. In our first year, we had ambition, talent and not a penny to our name. To make it possible for everyone in our cast to come along, we decided cost shouldn’t be a barrier. Myself and fellow society president, Zoe, wanted this to be fully inclusive, so the only thing we asked cast members to pay was a small amount toward food. The rest? We raised it. We were ringing everyone we knew - and being students, our network wasn’t exactly what it is today. But we made it work. We were pitching to bars we were drinking in, taxis that were taking us home… thinking about it, we probably missed a trick not asking our local 1am takeaway. Actually, I think we probably did. And in case you’re wondering - yes, so many came through and were generous enough to support the cast and show. We took our pitches seriously. We sold them the vision - which was crazily bold at the time - as they’d never seen us perform and maybe hadn’t even heard of Sweet Charity, the show we were staging. For accommodation? We couldn’t afford hotels, so the entire cast stayed at my family home. Beds were shared, floor space negotiated and mornings began with a group breakfast before heading out for a day of flyering. Evenings we cooked dinner together, then got into costume and headed to the venue to perform. It was communal, chaotic and kind of wonderful. Everything about that first year was very DIY. On get-in day, we transported our set and props on Lothian buses. I remember the side eyes from commuters as we boarded with bits of staging and signage, but we were determined. The Fringe is one of the most saturated creative marketplaces in the world - and we knew we had to stand out. As an Edinburgh native, I had a few tricks up my sleeve. One was knowing the Royal Mile is prime real estate for exposure. Every visitor walks down it at some point. There were three mini stages set up there and you had to get in early each morning to book a slot. We split up, hit every one and got every one. Then after our first set we would hover around to grab any last minute no-shows. I think the stewards must have been singing Big Spender in their sleep. By the end of the run, I think we might have been banned. But it worked - our performances drew big crowds and our tickets sold out. We even performed in the John Lewis shop window once, which felt fitting for Sweet Charity, giving a bit of red-light district tease. Another time, we set up in the centre of Jenners department store - right in the middle of menswear where the Christmas Tree used to go. I still remember the confused faces peering over the balconies as we belted out numbers. Better than the usual muzak, I’d like to think. Every moment became a PR opportunity. One of the most unforgettable moments was our parade slot along Princes Street. Our cast of nine performers, a boombox and a whole lot of confidence marched in front of packed pavements. People were singing along. We ran out of flyers that day - but it was definitely unforgettable. Back at the theatre, things were just as intense. We had 15 minutes to get into the Bedlam Theatre between shows. It’s an old church, so our props were stored up in the balcony. One person operated a pulley system, another sorted light cues, someone else handled the music, props were being laid and costume changes happened at lightning speed backstage. Every second counted. If you overran, you got charged. And we were on a budget, remember? The reviews came in - thankfully, many were great. But I’ll never forget the night we were out with friends from another show and someone shouted, “We’re in it!” A new review had landed. We all crowded round in a bar. Someone handed me the paper and I stood on a bench to read it aloud. A crowd gathered. I read it… and it was not great. Not awful, just not glowing. The room fell silent, then we burst out laughing. It was very showbiz, very character-building and most certainly mortifying. It rained a lot. I think we were constantly damp. But we kept going. And when we took our final bow at the end of the run, we knew we’d done something special. Looking back, it was also the ultimate training ground for a creative career. I learnt how to lead a team, stretch a budget, brand something up and promote it relentlessly. I learnt how to improvise under pressure and how to get people to care as much as you do. That’s the foundation of good brand-building too. The Fringe might be all stagey and showbiz on the surface - but behind the scenes, it’s pure determination and creative problem-solving. So if you’re thinking about doing the Edinburgh Fringe - do it. Be bold, brave and prepared to share a bed with someone you don’t know that well... yet. The Fringe will test your limits, make you laugh, push you to the edge - and if you’re lucky, it’ll only almost break you. But I promise - it’ll absolutely make you too. ABOUT THE AUTHOR Richard Brownlie-Marshall Designer & Creative Richard Brownlie-Marshall is a multidisciplinary creative and brand leader whose career spans the worlds of food, lifestyle and entertainment. Currently Head of Creative at Mindful Chef, Richard has led impactful partnerships with brands including LEON, Deliciously Ella and Gymkhana - helping shape the brand’s voice in the highly competitive recipe box market. Previously, Richard has worked globally for Pret A Manger, where highlight projects included the launch of Veggie Pret and the brand’s first foray into supermarkets and retail. He has also appeared on screen as a brand expert on Gordon Ramsay’s Food Stars and hosted a Disney Parks UK series as the “Go To Guide” for Disneyland Paris. Known for his distinctive blend of commercial and creative, Richard specialises in turning strategy into standout storytelling. Main website

In my design career, I’ve worked with some iconic brands – from start-ups to household names – and seen firsthand how creativity can shape, shift and scale a business. But what makes creativity really thrive in a commercial setting? It’s not just about hiring great talent or delivering beautiful campaigns. It’s about building a culture where creativity is embedded into how a business operates. When I joined Pret , it was a time when creative thinking was leading the business. Design wasn’t an afterthought – it was the starting point. Whether it was a pioneering new concept or a seasonal moment in shops, the creative team played a central role in driving the brand forward. That experience has stayed with me. It taught me that creative isn’t a department – it’s a mindset. And when it sits at the heart of a business, extraordinary things happen. One of the most powerful lessons I learnt at Pret was that designers hold real influence when they bring others along on the journey. Creativity can’t be hidden behind a curtain. The magic lies in making it visible – letting people across the business see the thinking, the decisions, the challenges, and ultimately, the craft. That’s how you build an understanding and respect for what design truly contributes. In the past, design was perhaps seen as a function that makes things look good – but we know it’s so much more than that. When I joined Mindful Chef , I saw an exciting opportunity to connect the design function more closely with the commercial engine of the business – acquisition, growth and performance. It quickly became clear that the designers were already shaping experiences that influenced all of these areas. The next step was making this work a clear priority within the team and building stronger connections with stakeholders across the business to amplify its impact.  One of the advantages of working in a digital environment is that you can see the effect of creativity in real time. From customer behaviour to campaign performance – it’s all there in the data. So we integrated the creative team into the key business areas, such as acquisition and retention. If creativity was going to drive performance, it had to sit at the table where those decisions were being made. Take acquisition, for example. It hadn’t really been a core focus for the design team – but it was a major focus for the business. So we introduced dedicated team days, bringing everyone together to brainstorm ideas, execute quickly and test them. We’d then analyse the results, learn, and go again. The creative process delivered a large influx in customer signups. It proved – beyond doubt – that creativity drives commercial. We applied the same thinking to other key moments in the customer journey. A new landing page concept we developed delivered a 30% increase in conversion compared to the existing version – a significant result from just a few days of creative exploration. Across email journeys, website content, and campaign work, the creative team was unlocking growth by doing what they do best – solving problems with imagination. But here’s the real key…the team knew they were making a difference. They weren’t just fulfilling briefs – they were helping to shape them. They understood the business challenges and saw the direct results of their work. That empowerment fuelled them to go further, push harder and challenge what was expected. It shifted the perception of creativity from supportive to strategic. I’m incredibly proud of the in-house team I work with – designers, photographers, videographers – all of whom move the brand forward in every piece of work that they do. Their passion is infectious. And when the whole company sees that excitement, understands the process, and feels part of the creative journey, the culture shifts. People become more open to ideas, more collaborative and more ambitious. I’ve been lucky to always feel the energy that creativity can bring and I want everyone I work with to feel that too. Because when a company believes in the power of creativity, the results speak for themselves. We all have a role to play in championing design – by involving creatives early, hearing their perspective and building ways of working where ideas can truly thrive. The future of work – whatever it may be – will be led by creativity. A driving force that solves problems and delivers meaningful, measurable impact. Because when creativity thrives, business does too. ABOUT THE AUTHOR Richard Brownlie-Marshall Designer & Creative Richard Brownlie-Marshall is a multidisciplinary creative and brand leader whose career spans the worlds of food, lifestyle and entertainment. Currently Head of Creative at Mindful Chef, Richard has led impactful partnerships with brands including LEON, Deliciously Ella and Gymkhana - helping shape the brand’s voice in the highly competitive recipe box market. Previously, Richard has worked globally for Pret A Manger, where highlight projects included the launch of Veggie Pret and the brand’s first foray into supermarkets and retail. He has also appeared on screen as a brand expert on Gordon Ramsay’s Food Stars and hosted a Disney Parks UK series as the “Go To Guide” for Disneyland Paris. Known for his distinctive blend of commercial and creative, Richard specialises in turning strategy into standout storytelling. Main website

There’s something uniquely special about the high street at Christmas - the glow of twinkling lights, the bustle of last-minute shoppers, and the promise of festive treats. For seven years, I had the privilege of working with Pret A Manger to design their Christmas campaigns, bringing a little extra joy to one of the most eagerly awaited times of the year. Two standout years, 2020 and 2021, remain close to my heart as moments when design truly transformed the holiday experience. A Fresh Perspective for 2020 In 2020, the world was still finding its feet amidst uncertainty, and for Pret, it was a year of reinvention. Earlier in the year, the launch of Pret’s coffee subscription had introduced a bold new colour palette and editorial style to the brand. The challenge was to extend this fresh identity into the festive season while keeping true to Pret’s charm. At the heart of the 2020 design was a snowflake - not just any snowflake, but one inspired by Pret’s iconic star. We began with a symmetrical snowflake, expanding it into a repeating pattern that played with negative space and abstract forms. The result was a design that felt familiar yet entirely unexpected. The colour palette broke away from traditional Christmas tones, embracing coral reds, pastel blues, and soft oranges - a Scandinavian-inspired twist that balanced warmth with sophistication. These patterns adorned everything from coffee cups to sandwich packaging, with a strategic simplicity to help customers spot festive favourites at a glance. The big, bold snowflakes weren’t just designs; they were invitations to hold, photograph, and share - a modern take on festive cheer that lived as much on Instagram as it did in-store. Lighting Up 2021 If 2020 was about creating warmth, 2021 was about sparking joy. For this campaign, the inspiration came from fairy lights. There’s something inherently magical about those glowing strands, and we wanted to capture that sense of wonder in a way that felt uniquely Pret. The lights were illustrated with a handcrafted feel, echoing Pret’s artisanal roots. Each bulb carried a tiny Pret star, a detail that tied the design back to the brand’s DNA. From coffee cups to sandwich boxes, the designs were brought to life with deep, bold colours contrasted by pastel tones, creating an illuminated effect that brightened shelves and lifted spirits. But it wasn’t just about the aesthetics - it was about creating moments of delight. Hidden details, like a smiling Melvin the Gingerbread Man tucked inside sandwich boxes or subtle plug points connecting the lights, added an element of surprise. These small touches invited customers to pause, smile, and share a little festive joy. Designing for Delight Both campaigns were about more than just looking good; they were about creating connections. Whether it was a snowflake pattern sparking a makeup tutorial on TikTok or fairy lights shining a spotlight on Pret’s charitable foundation, these designs aimed to bring meaning to the season. They were tactile, shareable, and distinctly Pret. The Legacy of Festive Design Reflecting on these two years, I’m reminded of the power of design to tell a story. Christmas on the high street is more than just a retail moment; it’s an opportunity to create experiences that stay with people long after the last Pret mince pie has been eaten. The designs from 2020 and 2021 weren’t just about festive flair - they were about pushing boundaries, finding beauty in the unexpected, and, above all, spreading a little joy. As these campaigns came to life in shops, on social media, and even in customers’ homes, they showed how thoughtful design can make Christmas just a little brighter. To see more of these projects, visit my project page  or watch the behind-the-scenes videos on YouTube . ABOUT THE AUTHOR Richard Brownlie-Marshall Designer & Creative Richard Brownlie-Marshall is a multidisciplinary creative and brand leader whose career spans the worlds of food, lifestyle and entertainment. Currently Head of Creative at Mindful Chef, Richard has led impactful partnerships with brands including LEON, Deliciously Ella and Gymkhana - helping shape the brand’s voice in the highly competitive recipe box market. Previously, Richard has worked globally for Pret A Manger, where highlight projects included the launch of Veggie Pret and the brand’s first foray into supermarkets and retail. He has also appeared on screen as a brand expert on Gordon Ramsay’s Food Stars and hosted a Disney Parks UK series as the “Go To Guide” for Disneyland Paris. Known for his distinctive blend of commercial and creative, Richard specialises in turning strategy into standout storytelling. Main website

As 2025 approaches, lifestyle brands face an exciting yet complex design landscape. From tech-driven innovations to a renewed focus on humanity and craftsmanship, the year promises a blend of contrasts that will define branding and design. So let’s explore the key trends that every lifestyle brand should watch - and why they matter. 1. AI Becomes an Essential Tool - and an Ethical Question Artificial intelligence has become the linchpin of designer’s toolkits, weaving itself into the creative process like an invisible co-designer. Tools like generative fill in Photoshop and platforms such as ChatGPT are not just enhancing productivity but shaping creativity. AI is evolving from being a behind-the-scenes ideation tool to producing polished, final outputs. By 2025, we’ll see AI not only assisting designers but acting as a partner in delivering fully realised assets in real-time. But, as brands increasingly rely on AI to deliver efficiency, they must tread carefully to avoid losing the human touch that makes their design feel authentic. Designers will need to master AI while ensuring their work retains originality, empathy, and soul - elements that machines just can’t replicate... not yet anyway! INSIGHT Embrace AI as a tool, not a replacement. Use it to amplify creativity, not erase it. 2. Crafted to Last: The Timeless Allure of Handmade Design In response to rapid technological advancements, there’s a growing appetite for craftsmanship. Consumers are gravitating toward designs that feel personal, tactile, and human. This resurgence of craft aligns with sustainability and personalisation trends, where buyers value unique, handmade items over their mass-produced counterparts. For lifestyle brands, this translates to opportunities in packaging, product design, and storytelling. Emphasise the journey behind your products - showcasing artisan processes or locally sourced materials to foster deeper emotional connections with your audience. INSIGHT Incorporate handcrafted elements into your designs and tell the stories behind them. 3. The Rise of Inclusive Design Inclusivity is no longer a trend; it’s a necessity. Authentic representation of diverse communities, abilities, and cultures is expected. For lifestyle brands, this means ensuring that design and branding are accessible and resonate across a wide spectrum of audiences. Inclusivity also extends to generational diversity. While much of the focus has been on younger demographics, brands should not overlook older consumers. In the UK, individuals over 50 account for 40% of the population but control 80% of the wealth. Designing for this demographic could unlock some huge opportunities. INSIGHT Create designs that cater to all abilities and backgrounds, and don’t ignore the buying power of older generations. 4. Minimalist Maximalism: When Less Meets Luxe Minimalist maximalism might sound like a contradiction, but it’s set to dominate design in 2025. This hybrid aesthetic balances clean lines and open spaces with bold, vibrant elements. Think of the simplicity of minimalism infused with expressive typography, striking colors, and unexpected textures. Lifestyle brands can leverage this trend to create visually arresting designs that capture attention while maintaining clarity and focus. INSIGHT Experiment with bold elements within clean layouts to achieve a balanced yet dynamic look. 5. Sustainability Is the New Standard Sustainability has evolved from a buzzword to a baseline expectation. Consumers are demanding more than greenwashing - they want tangible commitments to environmental stewardship. From minimalist packaging to carbon-neutral operations, brands that can prove their eco-credentials will stand out. For designers, this means prioritising materials and processes that are sustainable, ethical, and transparent. Visual language will echo these values with earthy tones, natural textures, and designs that exude calmness and care for the planet. INSIGHT Adopt sustainability as a core principle and communicate it through your design choices. 6. Health and Wellness Take Centre Stage The wellness industry’s growth is influencing design trends. As health becomes synonymous with luxury, brands are turning to data visualisation, wearable tech, and immersive environments to stand out. From premium fitness studios to personalised nutrition, design is playing a key role in making health data more accessible and engaging. For lifestyle brands, integrating elements of wellness into branding - whether through calming design, smart packaging, or informative visuals can foster trust and loyalty. INSIGHT Infuse health-conscious elements into your designs to align with the wellness movement. 7. Where Clicks Meet Bricks: The Fusion of Physical and Digital The push and pull between digital innovation and physical experiences will intensify in 2025. While AI dominates the virtual space, there’s a counter-movement towards in-person, tangible interactions. Retailers are blending e-commerce with immersive in-store experiences, creating hybrid environments that connect digital convenience with human touch. For lifestyle brands, the challenge is to design experiences that bridge these worlds seamlessly. QR codes that unlock exclusive content, AR-enhanced packaging, and events that combine online and offline elements will be key strategies. INSIGHT Explore ways to create meaningful connections across both physical and digital platforms. The Future Is Now: Lifestyle Design Trends Redefining 2025 2025 is poised to be a transformative year for design. Lifestyle brands that embrace these trends while staying true to their identity will thrive. The key is to strike a balance - leveraging technology without losing humanity, being bold yet sustainable, and fostering inclusivity while targeting key audiences. As the lines between creativity and technology blur, one thing remains clear: authentic, thoughtful design will always be in style. ABOUT THE AUTHOR Richard Brownlie-Marshall Designer & Creative Richard Brownlie-Marshall is a multidisciplinary creative and brand leader whose career spans the worlds of food, lifestyle and entertainment. Currently Head of Creative at Mindful Chef, Richard has led impactful partnerships with brands including LEON, Deliciously Ella and Gymkhana - helping shape the brand’s voice in the highly competitive recipe box market. Previously, Richard has worked globally for Pret A Manger, where highlight projects included the launch of Veggie Pret and the brand’s first foray into supermarkets and retail. He has also appeared on screen as a brand expert on Gordon Ramsay’s Food Stars and hosted a Disney Parks UK series as the “Go To Guide” for Disneyland Paris. Known for his distinctive blend of commercial and creative, Richard specialises in turning strategy into standout storytelling. Main website