Design is so easy. That's why it's so complicated.It isn't so much the 'Design' component that's poses the greatest challenge - it's the upstream part which we call 'Define'.'Define - Design - Deploy'. 'Define' is about making sure your observations and insights are relevant; that the areas where you innovate are realistic, and can produce commercial success.25 years in Design and Innovation has helped us develop proven methodologies that keeps it simple, jargon free, grounded, and inclusive.we offer four outline services:1. RenovationHow do you make the familiar new and the new familiar?Effective renovation is about freshening up a brand whilst protecting everything that makes it recognisable and distinct.We are delighted to be working with Pernod Ricard on some very exciting projects in this area, and are looking forward greatly to seeing the results on shelf soon.2. InnovationOur approach centres around a BIAS FOR ACTION, and:IMMEDIACY - ideas that can be implemented soon.INCLUSION - multi-departmental teams that can learn on the go, and re-apply best practices.SIMPLICITY - avoiding hours spent on form filling and filing!EFFECTIVENESS - anticipates and deals with the common ‘trouble spots’.We have run a number of collaborative workshops for Kraft Europe recently, looking at very diverse opportunities.3. Trends into IdeasUnlike Trend Forecasters, we take a global look at what's happening, and convert these into ideation platforms for YOUR brand.A recent output was an extensive study for Unilever which was published and distributed globally.4. Prototyping / Trade SamplingDesigners can produce amazingly realistic visuals, but there's no substitute for 'brand in the hand - real samples.Given that 60% of all packaging is laminate or carton based, why is it so difficult to get fast, high quality, affordable samples made?We're pioneering this area, and recently delivered 3000 trade samples for a pan-European launch.Specialties: We produce and distribute Fresh Air articles monthly - what's HOT and what's NOT in Design and Innovation.Email robert@airinnovation.eu to join the circulation.