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How&How embeds humanity into AI-driven maternal health platform Trellis

Trellis, branding by How&How, US

US – Trellis is a new maternal health platform that uses AI to consolidate medical data – from vaccinations and genetics to appointments and test results – to create what it calls a living blueprint of generational health that can be shared across families and lifetimes.

Trellis tapped creative agency How&How to develop a brand identity rooted in flexibility and empathy. A dynamic grid structure visualises Trellis as ‘the framework for health’, while natural, sunlit photography captured by Lisa Sorgini and Saskia Wilson celebrates the intimacies of family life.

A fingerprint motif adds humanity to technical visuals, reflecting the personal connection between user and data, while a haptic heartbeat feature ‘allows parents-to-be to feel the real heartbeat of their baby through the app on their phone,’ says Cat How, How&How’s founder, CEO and executive creative director.

How&How’s creative strategy aligns with insights from our Human by Design report, which unpacked how brands are shifting from transactional to emotional by putting humanity front and centre in their designs with emotion embedded in interfaces and campaign visuals.

Strategic opportunity

In an age of monotonous AI aesthetics, embed emotion into healthcare design to create human-centred experiences that build trust, strengthen engagement and differentiate your brand

Grey Goose elevates the late-night chippy

The Grey Goose Chip Shop by Grey Goose, UK

UK – Grey Goose is set to reimagine the classic British chip shop, pairing martini cocktails with indulgent French fries in a high-low, late-night experience.

Taking place in central London on 4 and 5 December, the pop-up’s menu combines classic martinis with inventive twists, such as truffle-infused dirty martinis, Tartar-tinis inspired by chip shop condiments, and Goose Gibsons with balsamic onions. The drinks are served alongside French fries with toppings including coq au vin, gruyère and truffle.

The concept transforms a familiar, comforting format into a sophisticated nocturnal indulgence, reflecting the growing appetite for democratic luxury and emotional reassurance. High-low pairings gain cultural traction during moments of turbulence – such as the current polycrisis. Sophisticated techniques and premium ingredients are cascading into casual formats, fuelled by foodie culture and TikTok virality.

The experience also signals a subtle wellness rebellion. Late-night indulgence and playful over-the-top dining act as a counterpoint to the culture of self-optimisation.

For more on how comfort is becoming currency in contemporary dining, see our new market report Luxe Comfort Foods.

Strategic opportunity

Brands can explore unconventional flavour pairings and elevated ‘eatertainment’ experiences to transform everyday dining moments into playful, memorable indulgences that engage taste and pleasure

Stat: Gen Alpha’s screen time soars as parents rely on them using digital devices

Photography by Julia Cameron

US – Gen Alpha is redefining what it means to grow up online. According to new research from Morning Consult, children born after 2013 are spending much of their day immersed in screens, often streaming video and scrolling social media at the same time.

By age nine, almost half (46%) of Gen Alphas are online for between three and six hours a day, while one in four (23%) spend this amount of time specifically on social media. Parents, meanwhile, are increasingly accepting of, and even relying on, this digital saturation. Four in five (80%) say they allow social media use primarily ‘to entertain’ their children, outpacing reasons such as keeping in touch with friends or simple enjoyment.

YouTube, Netflix and Disney dominate their streaming time, while YouTube and TikTok lead on social media. The Gen Alpha creator economy is already thriving, with figures including MrBeast, Ms Rachel and tween YouTubers Ryan Kaji and Like Nastya commanding their loyalty.

Read our Alphas Now and Next: From the Sandbox to Roblox report where we identified how Gen Alpha’s digital habits diverge from those of older cohorts.

Strategic opportunity

Children are forming online preferences earlier than ever, so consider creating child-safe, parent-approved edu-play-tion programmes and devices that offer skill-building digital experiences that parents trust and kids enjoy