US consumer tastes are turning on a dime as the recession takes hold, according to Landor Associates’ latest trends outlook report. On this side of the pond, UK branding groups agree that branding is rediscovering a ‘wartime ethic’.

The research, for Landor New York’s 2009 Trends Forecast: Market Trends and Their Impact on Brands, straddled a year of two halves, during which a paradigm shift took place from the conspicuous consumerism to modesty and moderation.

‘Earlier in 2008, people were booking luxury vacations and planning big spends,’ says co-author of the report and Landor New York client director Patricia Verdolino. ‘But those
decisions have been thwarted by fears about the economy. Flaunting luxury is becoming
bad taste,’ she says.

One British design to have made a positive impact in the US is Pemberton & Whitefoord’s Pentaward-winning pack for Tesco’s tortilla chips, which features a series of photographs of a stereotyped Mexican bandito set on bold, flat backgrounds. ‘The design is fun, not
at all politically correct and gives people a break from the norm,’ enthuses Vendolino.

Pemberton & Whitefoord joint founder Simon Pemberton adds, ‘Right now, branding
is about being upbeat and forward-looking. The use of wit, as well as limited and
bolder colour palettes in packaging, are demonstrating increased confidence