Your brand and the Metaverse: what you need to know - Equator Design
27 February 2023

Your brand and the Metaverse: what you need to know

Is your brand ready to enter the Metaverse?

If not, or if you’re unsure what the Metaverse even is, now might be the ideal time to get to grips with this next-generation technology.

Using the Metaverse could mean harnessing exponential technologies to create value for your customers at scale, and as it’s still in its nascent stages, there’s ample space for brands to make early strides and build on these timely successes to drive an enduring, positive trajectory.

Here, we break down the Metaverse and explore what it has to offer individual brands…

Exploring the Metaverse: Definition and Evolution

As per Wired, when technology companies talk about “the Metaverse” they’re referring to things like virtual worlds that exist in video game reality—characterised as “persistent” because they continue to exist even when you’re not playing— and augmented reality (AR), which combines aspects of the digital and physical worlds. However, these spaces needn’t be exclusively accessed via VR or AR. The term Metaverse is also starting to be used to describe virtual worlds that can be accessed through PCs, game consoles, and even phones.

Some say the Metaverse is best characterised as an evolution of today’s internet. Excitement around its future, not to mention a lot of hype from tech CEOs like Mark Zuckerberg, has sent private investment in the Metaverse soaring, putting it on track to be tech’s next big thing. So, is it worth the hype, and should brands get on board with tech giants’ vision of a bright new future of connectivity?

The consensus of experts in business and branding is, in a word, yes.

The Potential of the Metaverse for Brands

According to McKinsey, brands would be “remiss” if they didn’t start exploring the opportunities the Metaverse has to offer, and they should be open-minded in how they experiment with marketing and build on their successes. In addition to boosting engagement and brand relevance, they may also be able to open the door to better performance by integrating into the virtual-goods economy, which accounts for more than 40% of global gaming revenues, and where there is already some innovation in physical-to-virtual and virtual-to physical transactions; one example of this could be ordering a real Domino’s pizza to your door after ordering one in a virtual world powered by cryptocurrency.

National Brands Embrace the Metaverse: Examples of Early Strides

Lots of national brands are already getting their feet wet. Take, for instance, Miller Lite’s leap into the Metaverse, which helped them to creatively circumvent a particular marketing constraint. After being frozen out of the traditional TV ad route by a competing brand’s exclusivity arrangement with the NFL, the brewer ran its Super Bowl ad on the Metaverse. (AdAge)

Another brand is Wendy’s, which earlier this year unveiled its own ‘Wendyverse,’ a branded virtual reality (VR) experience found in Meta’s Horizon Worlds platform. The brand hopes that its new virtual restaurant, town square and basketball court will provide a unique experience for visitors to the Wendyverse, even if they won’t be able to enjoy a Frosty or bite into a Baconater IRL. (The Drum)

Navigating the Metaverse Landscape: Strategies for Success

With the Metaverse still in its inception, companies have a wide-range of ways to get involved, from engaging in gaming to buying NFTs using Crypto to creating socialised immersive experiences. And one refrain we’re hearing often is that brands should be broad-minded and explore the Metaverse strategies that will strike a chord with their audiences. The advertising rule book has been effectively thrown out, and brands will need to forge their own pathways forward, tuning in closely to the reactions audiences have to any new content.

So, what’s the pay-off for brands?

There’s a lot for brands to gain should they be successful in this space. First, there’s the potential to increase brand relevance – the emotional connection a brand builds with their audience, how the brand matters to them personally, and the ability to be thought of or noticed during a potential purchasing scenario.

Of course, this can be hard to accomplish if the brand isn’t visible in the places in which the audience spends their time and their money. For young people, now and in the future, the digital space they frequent could very well be the Metaverse. For this reason, the majority of marketers racing to use the Metaverse as a platform are those who are keen to connect with younger consumers.

As covered in Forbes, brands want to “target and keep Millennials and Gen X up-to-date and engaged with their products and technologies, and Metaverses allow them to target these audiences in a new way”. The Metaverse also affords big brands “previously unattainable opportunities because it’s in the digital world”. This could involve buying virtual limited edition goods for their avatar to wear, or trying out a new pastime or experience.

Find a Metaverse Expert

Unlocking the potential of the Metaverse will be an ongoing, if not endless, process, and real Metaverse pros will be needed; those who can take a creative approach to leading progress and ongoing advancements. Whether you want to transform how work gets done in your business, build new products and services, or market your brand, you’ll need good people with big visions for the future. Metaverse consultancy teams are starting to spring up in the US, Europe and in Asia, or you may also want to consider adding a Metaverse expert to your in-house team to get your talent positioned right.

This investment may pale in comparison to the many billions of dollars some companies are putting into the Metaverse. But no matter how big or small their first forays are, brands who are able to get on board with the Metaverse early could very well find themselves at the head of the pack – meaning they’re in pole position to utilise the best solutions as the pathway becomes clearer.

More Insight

View All
Retail Darwinism: Why Packaging Design Must Evolve or Die

Retail Darwinism: Why Packaging Design Must Evolve or Die

03 July 2025 03/07/25

Retail Darwinism: Why Packaging Design Must Evolve or Die

It might sound a bit dramatic, but in the unforgiving world of fast-moving consumer goods (FMCG), Charles Darwin’s theory of evolution has never felt more relevant! Failure to adapt to changing market conditions and consumer preferences can signal the beginning of the end. In such a competitive environment, how can brands ensure they don’t go […]

Read More
Equator named ‘Agency of the Year’ at 2025 Vertex Awards!

Equator named ‘Agency of the Year’ at 2025 Vertex Awards!

15 May 2025 15/05/25

Equator named ‘Agency of the Year’ at 2025 Vertex Awards!

We’re absolutely over the moon to announce our most successful Vertex Awards to date, with an incredible 24 wins including the coveted ‘Agency of the Year’ title! But the celebrations don’t stop there! Our wonderful client The Fresh Market was also honoured as ‘Retailer of the Year’ – a brilliant recognition of their expertly curated […]

Read More
How virtual reality is shaping the future of consumer research

How virtual reality is shaping the future of consumer research

09 April 2025 09/04/25

How virtual reality is shaping the future of consumer research

A version of this post originally appeared in Storebrands on 28th January 2025 Virtual reality (VR) technology is revolutionising industries in a number of ways, from enabling homebuyers to take immersive property tours to helping surgeons practice life-saving procedures in risk-free environments. In retail, it has also become a powerful tool, providing brands with the […]

Read More
Food and Beverage Trends 2025: Wholefood Snacking

Food and Beverage Trends 2025: Wholefood Snacking

24 February 2025 24/02/25

Food and Beverage Trends 2025: Wholefood Snacking

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 […]

Read More
Are consumers sick of brand purpose?

Are consumers sick of brand purpose?

11 February 2025 11/02/25

Are consumers sick of brand purpose?

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 […]

Read More
The rise and rise of ready meals

The rise and rise of ready meals

27 November 2024 27/11/24

The rise and rise of ready meals

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 […]

Read More
Pride or Profit: The Difference Between Rainbow Washing & True Allyship

Pride or Profit: The Difference Between Rainbow Washing & True Allyship

22 August 2024 22/08/24

Pride or Profit: The Difference Between Rainbow Washing & True Allyship

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. […]

Read More
Equator achieves record-breaking result at 2024 Vertex Awards

Equator achieves record-breaking result at 2024 Vertex Awards

23 May 2024 23/05/24

Equator achieves record-breaking result at 2024 Vertex Awards

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 […]

Read More
Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

07 May 2024 07/05/24

Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

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 […]

Read More
Exploring the Culinary Delights Shaping Our Food Choices

Exploring the Culinary Delights Shaping Our Food Choices

04 April 2024 04/04/24

Exploring the Culinary Delights Shaping Our Food Choices

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 […]

Read More
The Full Circle of Creativity at Equator Design

The Full Circle of Creativity at Equator Design

11 June 2025 11/06/25

The Full Circle of Creativity at Equator Design

Ever wondered what happens between the moment a client walks through our doors with a gleam in their eye and the moment a beautifully designed product appears in store? We thought it was about time we pulled back the curtain and revealed how the magic really happens at Equator (like the Wizard of Oz, but […]

Read More
Beverage can design and printing: the power of joined-up teams

Beverage can design and printing: the power of joined-up teams

03 June 2025 03/06/25

Beverage can design and printing: the power of joined-up teams

At Equator, we partner with some wonderfully creative brands in the food and beverage space. Over the years, we have worked together to transform packaging from a functional element to a storytelling device that draws consumers in and makes them feel part of something special. When it comes to beverage can design, metal decorating techniques […]

Read More
Previous Slide Next Slide