Exploring the Culinary Delights Shaping Our Food Choices

At Equator, we spend a lot of time immersed in trend forecasting. Keeping our finger on the pulse of the food and beverage industry is an important part of what we do, allowing us to share valuable insights with our clients. Recently, we compiled a comprehensive trend report, full of emerging flavours, surprising influences and […]

When it comes to branding, consumers consistently express a preference for authenticity, of which ‘purpose’ – a clear mission beyond selling products or services – is an essential part. Yet, as brands rush to showcase social consciousness through hashtag activism and performative allyship, this once meaningful differentiator has come under scrutiny. In an era of […]

With their roots in 1950s America, ready meals are a supermarket staple on both sides of the Atlantic, representing a billion-pound industry. In 2021, the global market size was valued at $143.86bn. It is expected to expand at a compound annual growth rate of 5.1%, reaching a whopping $225.28bn by 2030. As a category, it […]

Our Toronto studio has been busy working with North American clients to prepare for Health Canada’s introduction of Front-of-Pack (FOP) nutrition labelling, which has a compliance deadline of January 2026 and requires packaged foods high in saturated fats, sugars, and/or sodium to carry a specific symbol on the front of their packaging. This amendment to […]

 When it comes to consumer perception, there is a strong association between provenance and quality. While there are many ways to convey product provenance, illustration is one of the most visually striking and evocative, creating a sense of place often without using a single word. In this post, we explore the power of illustration and […]

Artificial intelligence (AI) has the potential to benefit the creative industry, offering new possibilities for innovation, collaboration, and productivity. But, used in the wrong way, it also poses a significant risk to the integrity of creative work. In this blog post, Brett Harris, VP of AI Enablement and Strategy at SGK – parent company of […]

At Equator, we recognise the profound impact of visual storytelling through design. Effective graphic design transcends aesthetics; it embodies the core values of the brand it represents. During the summer, when Pride celebrations dominate cities around the globe, the marketplace often transforms into a vibrant display of rainbow-themed packaging, signalling support for the LGBTQ+ community. […]

For brands today, stand-out packaging needs to be an integral part of the broader marketing strategy. In this article, Equator’s Executive Creative Director Howard Wright runs through the key elements to consider, explaining how product packaging and photography can be created for and rolled out across multiple touchpoints – from social media to physical advertising […]

Creativity and care intersect at many points. Equator’s Culture Club found a unique opportunity at exactly one of those intersections to bring the team together for a passion project designed to support the outstanding work by Lemons of Love to provide programs for those impacted by cancer in our communities. Equator’s employee-led ‘Culture Club’ provides […]

In 2023, McKinsey wrote about the rise of the ‘zero consumer’. These omnichannel shoppers scrimp in some categories and splurge in others; exhibit low loyalty to brands, products, and retailers; and prioritise values, including sustainability, when making purchasing decisions. In this blog post, we look at how brands and retailers can incorporate the ‘zero consumer’ […]

We’re still in the midst of our victory lap after bagging an incredible 17 private brand design wins at this year’s Vertex Awards! Yes, you read that right – seventeen! It’s our biggest haul ever, and we couldn’t be prouder. The awards are split across eight retailers and span three continents, showcasing both our global […]

As we journey further into 2024, the design landscape for retail continues to evolve with cutting-edge trends that are reshaping brand aesthetics. Our team, comprised of photographers, videographers, graphic designers, and brand strategists, has delved into the near future to identify the top five design trends poised to make a significant impact. From sustainable packaging […]

As we find ourselves immersed in the fourth month of 2024, the culinary journey of this year has been nothing short of a gastronomic odyssey. April unfolds as a chapter rich with the flavours and trends that have intricately woven themselves into the fabric of our food choices. Casting a retrospective gaze, let’s savour the […]

Hello to our incredible community! We’re thrilled to share a momentous update straight from the heart of Equator. A few months back, we embarked on a transformative journey, integrating West Michigan and Minneapolis into our family. This monumental move has significantly impacted our in-house capabilities and doubled our reach in the dynamic landscape of the […]

In the ever-evolving landscape of consumer goods, brands are continually seeking innovative ways to expand their offerings and capture new market segments. A notable trend in recent times is the crossing of the refrigeration divide, where brands traditionally associated with chilled products explore opportunities in the ambient space. One compelling example of this is Tropicana’s […]

With 2024 finally upon us, it comes a time to look back and reflect on another fantastic year we have had at Equator. While not everyone may be up to speed with the endeavours of our collaborative creatives over the last twelve months, fear not – now is your chance to catch up! In this […]

Throughout history, finding new and better ways of doing things has been a driving force for innovation. Not much is immune to optimisation, which is why it’s so strange to see things remain unchanged for decades. Funnily enough, one of those things is the barcode – specifically, the Universal Product Code (UPC), which has been […]

With the end of the year fast approaching, I’ve found myself reflecting on the experiences we’ve had over the past 12 months; from the projects we’ve worked on to the trends we’ve observed. I wanted to take this opportunity to share a few insights, including the developments we’ve seen in the world of private brand, […]

At Equator, we use every tool at our disposal to identify, analyse and predict seasonal trends. It helps us track and plot how they evolve year on year, giving our clients an edge when it comes to creating seasonal designs that sparkle on shelf. Last year, before summer had even drawn to a close, we […]

As a design agency that frequently handles innovative pet food packaging projects, our team turned its attention to the pet food trends producers need to know, to stay ahead of the pack. In this blog post, you’ll find all of our insights consolidated into an easily digestible format (uh oh, we’re drifting into on-pack parlance) […]

As we approach the end of another year, it’s natural to pause and reflect on the months gone by. At Equator, while we’re incredibly proud of the creative work we have delivered for our clients in 2024, we’re equally delighted with how the team has stepped up to support our communities on both sides of […]

As part of our partnership with Battle Creek Central High School in Michigan, team members from SGK and Equator recently joined forces with teachers to deliver a mock design project with a tasty theme – and some very important outcomes. In this blog post, we explain the significance of this project and the wider partnership, […]