Top 4 for 2024 ... so far
Issue #30. A casual newsletter on the ever-evolving world of consumer brands and trends. Today we're looking at 4 brands that have caught my attention this year 😘
Welcome back to another issue of Brandish.
For today’s issue, I was inspired by a recent post of The Sunshine Table, a newsletter written by my friend Sydney, where she shares her monthly favorites. Syd and I met while working at Google a few years back. She’s since left to become a wellness coach and started writing her newsletter, and it’s quickly become one of my favorite things to read.
So, inspired by her pieces, I’m sharing my top brand picks for the year (so far). What made them stand out? Either an emotional connection I felt, a welcomed surprise they delivered, or simply an intrigue. I’ve worked in marketing long enough to know that when a brand makes me feel this way, I should pay attention.
So with that, let’s take a look at my fave 4 of 2024 ✨
1. Malk
Starting with my top recurring purchase seems only right, specifically, Malk's vanilla almond milk which has won me over time and time again.
Malk prides itself on being the better-for-you choice in plant-based milk and was the fastest-growing plant milk in the market last year. For about $6-8 a pop, you get a 1.75-pint bottle filled with "clean" almond or oat milk, devoid of gums, oils, or synthetic additives.
Initially, the allure of Malk seemed to stem solely from the quality of its ingredients. However, as time passed, I've come to admire not just the product but the thoughtfulness in their branding and marketing.
Their packaging design is minimal, so straightforward that it makes you want to turn the bottle around, an intentional design choice as their differentiator is in the ingredients inside.
Their social media presence mirrors the brand's air of simplicity and clarity. Despite being on the pricier side of the plant-based milk spectrum, everything from their packaging to their Instagram exudes a down-to-earth feel.
But what truly stands out to me is the intentionality of its growth. Malk doesn't come off as just another fad product. Even its collaborations are executed with discernment and are few and far between.
While they don’t go after every collaboration, they pick them well. For example, they recently collaborated with Erewhon to be one of the ingredients used in their celebrity smoothies (specifically Sofia's Sweet Cherry Smoothie). This type of collaboration aligns seamlessly with their brand and establishes them further as a luxury product. Sometimes, the most effective marketing strategy is minimal and straightforward.
And just like with any product I love, it’s great to see them thriving. Just last week, they raised a $7m round from Benvolio Group and Rotor Capital.
2. Spotify
Now for the product that’s taking up most of my phone time: Spotify.
Spotify’s recent approach to product delight, audience insights, and seizing market opportunities has been nothing short of remarkable.
Strategically, in November of 2023, Spotify announced they were expanding into audiobooks by acquiring a substantial catalog from leading publishers. This included popular titles like Britney Spears’, “The Woman in Me” or “Elon Musk” by Walter Isaacson.
This move positioned Spotify as a one-stop-shop for audio entertainment, effectively challenging platforms like Audible, Chirp, and Apple Podcasts. Not a completely surprising move, but a bold one.
However, I’ve been most impressed with Spotify's use of AI and user data to curate hyper-personalized experiences.
Back when I was living in San Francisco, my “Discover Weekly” playlist, a playlist Spotify curated for me weekly, was so good I couldn’t wait for it to be released. Now, Spotify has launched AI-generated “daylists” and is releasing 3 hyper-personalized playlists day…
And these aren’t just any playlists, they’re fine-tuned to resonate with specific emotions. For example, After conducting user research, Spotify found that nostalgia and sadness are two emotions highly felt by GenZ, to personalize these playlists even more, the AI-generated playlists were created to support you during your “summer blues" days, or “nostalgic Christmas” holidays. By mixing AI with user insights, they curate playlists that feel to truly get you.
And on top of this, they’re also launching non-core product experiences to delight and surprise. One example of this is their recent launch of The Song Psychic.
This feature resembles the experience of a magic 8-ball but with music, and provides answers to your personal life questions in song form, adding a whimsical touch to the routine user experience.
And while they’re still building on their strategy, it seems it’s working. Spotify shares have surged about 80% over the past year and are up more than 15% year to date according to Yahoo Finance.
3. Boisson
Up next, we have my newest favorite ritual: Boisson.
I stopped drinking about 9 months ago, and now, stopping by Boisson on a Friday or Saturday night before heading out has become my go-to.
Boisson is the leading non-alcoholic beverage retailer that started in NY back in 2021. When it opened, I remember going to their West Village store to try all the different non-alcoholic spirits I had heard about like Kin, Seedlip, De Soi, you name it.
Boisson believes in the power of community and experience. Every visit to a Boisson store feels special, with the store associates ready to offer tastings and chat in-depth about their drink lineup. This focus on warm, welcoming service has helped Boisson knit together a community centered around well-being.
Beyond their mission, I'm also a fan of their style. Their cream and pine green visual identity strikes this cool balance between classic and contemporary. Plus, I admire their stance for a non-alcoholic scene in New York – arguably one of the booziest cities out there.
Last September, Boisson raised a $5m round in bridge funding from Convivialite Ventures. They've since grown to five spots around NYC, with a couple more in Los Angeles one in San Francisco, and they recently opened their first location in Miami.
If you're thinking of checking them out (or going sober), I'd recommend the Three Spirit Livener or Al's Beer as your intro to NA beverages. Obviously, Kin is always a classic too.
4. Flamingo Estate
And last but not least we have my favorite indulgence.
Flamingo Estate is a lifestyle and home goods company that’s built a brand universe around radical pleasure, but unlike other fictional brand universes (think Ruby’s Hibiscus Water Rubyverse, or Vacations Sunscreens 80’s Beach Universe) this one exists…
Atop the hills of Los Angeles sits the real-life Flamingo Estate with its pink walls, eclectic decor, and posh livestock. They sell everything from candles to soaps to produce.
Flamingo Estate is an exemplary lifestyle brand selling the lifestyle more than a product. Despite having great products, their brand is built around the Estate, photographing the products in the home and sharing many glimpses of the Estate on their social media, despite not manufacturing any of the products there.
They’re also clear on who this brand is for and direct with what they stand for. Their photography is vibrant, lush, sensory-rich, and even indulgent.
They are a brand that stands for going against convention. They talk to those who prioritize wellness and know that wellness can also be indulgent and extravagant. They appeal to those who like the concept of homesteading but want to keep the luxury and drama of city life.
Even their description is: “Pleasure from the garden. We fight for elegance and imagination, with green thumbs and middle fingers” talks about this “fight” to live on their terms.
In October 2023 they raised a $7.5m round and I'm eager to see how they expand.
That’s all for now! If you’d like more issues like this one, give it a like below!
As always, thank you for reading <3
-Dani