The evolving aesthetics of wellness culture

Once seen as niche and alternative, wellness products are now trendy, affordable, and woven into everyday life for people battling burnout. Tim Donald, Creative Director at functional drinks brand Sneak, explains how brands are reshaping their design and marketing to feel more mainstream and accessible.

We hear from Ruffians new director signing Gilbert Trejo, where he fills us in on some White Stripes promos he digs, an eclectic roster of artists he wants to work with and his love of being first in line at the movies.

Five further industry leaders are confirmed as early bird discount deadline draws close.

Kicking off a series of interviews with recipients of 2025 shots EMEA awards, Sarah Smith chats to New Director of the Year winner, Florence Poppy Deary, who applies a spaceship metaphor to her decade-long overnight success story.

George Bacon, Founder of GBM Group, looks into consumers’ – and even over-consumers’– increasing rejection of seasonal shame-based marketing, and suggests other ways wellness brands can cut through.