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The Amazon gets its first official brand identity shaped by its river system

Brazilian Amazon: An Ecosystem Brand Created by the Rivers of the Amazon by FutureBrand São Paulo, Embratur and RAI, Brazil

Brazil – The Brazilian Legal Amazon – nine states, 60% of Brazil’s territory and 28m people – has been given its first official brand identity, developed by FutureBrand São Paulo in partnership with Integrated Amazon Routes (RAI) and the Brazilian Tourist Board (Embratur).

The identity is built from the landscape itself. FutureBrand used satellite imagery of the Amazon river and its tributaries to trace the region’s 25,000km of waterways, translating their curves into a cursive wordmark for Amazonia. Artists, illustrators, photographers and letterers from all nine states contributed to the wider visual system, which is designed to flex across contexts while reflecting local flora, fauna and culture.

The initiative connects to a broader cultural shift tracked in The Future Laboratory’s Rebranding Nature design snapshot, which explores the move to assign natural environments the type of cultural standing and defined identity typically reserved for cities or institutions. As Arnaldo de Andrade Bastos, partner and chief design officer at FutureBrand São Paulo, notes: ‘Across the world, many of the most visited and desired tourist destinations have strong, well-established brands. The Amazon has always had this potential, but it had never brought together, in a structured way, all those involved to join efforts towards building it.’

The tension, however, is that a tourism-led identity risks accelerating the footfall that threatens the Amazon most, a topic explored in our Anti-tourism Market.

Strategic opportunity

As human connection to nature reaches historic lows, design can play a role in cultivating a sense of cultural belonging around the natural world, repositioning it as something to identify with, not just visit

The China Playbook: The rise of robotic pour-over

The China Playbook is a monthly briefing from Hot Pot China equipping businesses with the knowledge to navigate the complexities of the Asian premium lifestyle market.

China –The Chinese coffee market is undergoing a hyper-efficiency evolution. While Starbucks pioneered the Third Space, local players like Grid Coffee are using high-end machines to replicate precision hand-drips at a fraction of the human cost.

: Robotic precision

Speciality coffee is no longer a ‘coffee geek’ niche; it is being automated at scale. Brands are using robotic interfaces to replicate the goose-neck kettle pouring sequence, offering high-end flavour profiles without the 10-minute wait for a human barista.

This is the democratisation of high-end culture for a pragmatic consumer who values reliable utility and consistent flavour over the theatre of manual labour.

‘If we look at the sensitivity of Chinese consumers these days, it’s much more around value versus price. There is really a new pragmatic luxury,’ says Adam Sandzer, Hot Pot China head of strategy, on The Hot Pot Table podcast. ‘The Chinese consumer used to feel that a luxury experience was going into a coffee shop and waiting 10 minutes for a precision pour. Now, they want their perfect cup in 45 seconds via a sleek robotic interface.’

Artisan brewing coffee in Yunnan café, China. Photography by Gu Ko via Pexels

: Functional liquids

Holding a Starbucks cup was once a status symbol in China, but that social currency has expired. Consumers have moved from dessert in a cup (like a toffee nut latte) to functional ‘liquid adrenaline’ (iced Americanos) and speciality V60 pour-overs.

The market has bifurcated: high-frequency utility players like Luckin, Cotti and Manner fulfil the caffeine need, while new award-winning speciality shops cater for the ‘coffee intellectual’.

: The 10:00pm caffeine scene

In cities like Macau, coffee shops are replacing bars as the go-to evening hangout.

Coffee has become a 24/7 lifestyle choice, leading to the rise of Dirty Coffee (hot espresso over cold milk in a frozen cup) and creative local infusions like coriander coffee, or cocktail-like recipes designed for novelty-seeking tastebuds, photo moments and social media virality.

Find out more from Hot Pot here.

Strategic opportunity

The Future Laboratory’s Liquid Intentions macrotrend unpacks how beverages have become cultural artefacts, signalling values, identity and aspiration. How can your brand design drinks menus that act as cultural signals, not just refreshments?

Stat: Inclusive beauty brands outpace the market

ASOS x Mac Cosmetics, UK

US – Inclusive beauty brands grew 1.8 times faster than less inclusive competitors in 2025, according to SeeMe’s annual Inclusivity Index, covering 200+ top US beauty brands.

The AI-powered index, developed by two former Google executives, scores brands on an Inclusive Quotient (IQ) across three components: advertising, product and website. It also scores on brand purpose (DEI commitments), evaluated against six identity dimensions: gender expression, skin tone, age, observed sexual orientation, body size and visible disability. Brands are tiered into four segments: Certified Inclusive, Acts Inclusive, Feels Inclusive and Thinks Inclusive.

Top performers Elf Beauty, Dove and Maybelline achieved Certified Inclusive status, with this cohort growing three percentage points faster than less inclusive rivals. The top five most inclusive brands of 2025, according to the index scoring, are Rare Beauty (270), Haus Labs by Lady Gaga (268), Mac Cosmetics (266), Danessa Myricks Beauty (258) and Lancôme (257).

With 75% of consumers now expecting brands to demonstrate meaningful commitment to diversity and equity in their advertising, according to Kantar, the SeeMe Index underlines a widening gap between performative gestures and commercially rewarded authenticity – a commercial opportunity highlighted by The Great Beauty Blur macrotrend, which delves into the value of rejecting formulaic aesthetics, embracing interpretive design and amplifying under-represented narratives.

Strategic opportunity

In beauty, inclusion is no longer a moral add-on – it is a measurable growth driver. Reclaim beauty’s narrative by connecting with audiences authentically. Start by designing products and services with cultural purpose (identity, heritage, affiliation) in mind