This year marks TABOO’s 21st anniversary and a new chapter in the agency’s evolution with the announcement of the official launch of the innovation and design unit, Taboo LABS.
LABS will sit alongside the group’s recently launched forecasting business, SOON Future Studies, which has already gained a list of blue-chip clients in Australia, the US, India, France and China, such as Mars Incorporated.
Taboo LABS will enable customers to realize the opportunities identified by SOON using a culture-driven approach to new product development, packaging, branding and multi-dimensional spatial design. Taboo LABS creates disruptive innovation fueled by the fusion of SOON’s foresight and TABOO’s creativity.
Taboo LABS has just successfully completed the development and launch of the new Wilde Guru hop water brand with Tribe Breweries. Several new projects are also underway, including the branding and design of Australia’s first and largest sustainable creative hub, to come.
Group Chief Executive James Mackinnon (main image) commented: “LABS’ innovation and design mechanics were already ingrained in TABOO’s DNA. We have always strived to make brands more valuable by creating impact where mass communication cannot reach. To create real value, you need to start at the product level – the heart of the brand – and work from there. Creative agencies are normally hired after the product has left, and by then you’re already limited. LABS strengthens our focus and ability in this area to create culturally relevant brands, from inception to connection. »
Taboo LABS will be led by Kurt Hately and Dane Falkström. Hately, former Asahi Knowledge Manager, recently joined the group as Chief Strategy Officer and is responsible for integrating foresight and insights to drive brand, business and commercial results through Taboo creative solutions LABS.
While Head of Design Folkström has worked for the agency for six years leading branding and design projects for Champion, Coopers, TAC and Telstra and is responsible for elevating the Design IQ and Cultural IQ for brands.
Mackinnon added, “TABOO has always connected brands to people through culture, by being a part of it. The addition of LABS alongside SOON makes The Taboo Group a unique and world-first integrated offering. SOON illuminates the future of businesses, LABS develops and designs innovative solutions, and TABOO launches them into the world through culture-driven communications. We are extremely excited to introduce this end-to-end solution with the addition of Taboo LABS.