Pharmaceutical companies are constantly reinventing familiar health products. By challenging this with a ‘less is more’ philosophy, Help Remedies is heralding the rise of ‘minimalist medicine' aimed at informed healthcare consumers.

Pharmacies don't always offer great retail experiences. PillPack wants to solve this with a subscription-based online pharmacy and new method of delivery. But are people ready to ditch a fail-safe but frustrating routine for a more expensive but simpler alternative?

Packaging doesn't just protect contents and indicate ingredients – it now talks like we're best friends. It’s friendly, cheery and even cheeky. But do we really want our food and beauty products to hit on us? What makes successful chatty packaging, and when do we want it to shut up?

Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.