Normal . brand experience framework
Brand experience is more than an event or even regularly scheduled activities. It is a journey that nudges your guests to adopt New Life Habits.
New Life Habits – how we can unlearn old ways and begin on a new path – is the framework and the lens through which we see brand experience to differentiate your brand.
Normal . employs four practical New Life Habits to tease out your unique brand experiences and execute them.
01
Activity & Creativity
Activity or a sense of accomplishment have important impact on our wellness. Similarly, our minds need stimulation in the form of experimentation, play and discovery.
Brand experience should seek ways to connect with your community by stimulating their sense of doing and creating.
02
Growth & Nourishment
Aforementioned activity and creativity nourish our minds and promote growth.
On the physical side, a growing body of research has demonstrated the importance of a healthy diet and nutrition for not just physical but mental wellbeing.
03
Rest & Rejuvenation
For affluent consumers, wellness is wealth.
To counterbalance mental activity and creativity, we also need rest, recovery, and rejuvenation. For example, sleep is a physical process that is vitally important to wellness as is ever-growing array of multi-sensory products and experiences and new found interest in mediation and mindfulness.
These are new awarenesses – a way of living – rather than just product and service features in a lifestyle business.
04
Connection & Meaning
Internally, connection means being grounded in a deeper and more profound sense of purpose beyond our physical existence and our biological instincts for survival. Externally, the sense of being connected to the broader world is intrinsic to our mental wellness.
Your brand can provide guests avenues to contribute to the wider community and empower them to effect change in the world.
New Life Habits is the framework and the lens through which we see brand experience to differentiate the brand’s unique positioning.
New Life Habits is genuinely authentic yet versatile framework that is being applied to brands as diverse as luxury modern resort to disruptive, new-age technology higher learning institute. Take a tour of New Life Habits being applied to and supercharging these brands.
Brand Experience ↗
Capella Hotel Group launched the new Patina brand for a new generation of travellers who are creative, design literate and have penchant for fostering deeper connections with the world around them. The inaugural property opening was in Fari Islands, The Maldives.
New Life Habits framework is helping take what is already a destination of wondrous depth to new levels of immersive experience through articulating brand expressions in art, music, zero-waste and wellness. How we can unlearn old ways and aquire new habits is the organising ethos in our programming of brand experience.
Brand Launch ↗
NAM:Tech (New Age Makers Institute of Technology) is a new technology university with an ambitious mission to develop future-ready technology workforce and catalyst for “Make In India” initiative. The university is located in Ahmedabad, India and its first year of enrolment is 2023.
Here, New Life Habits is reinterpreted as a distinctly Indian, yet timelessly global lens through which the students perceive the world – to evolve back and step forward.
Time at the Institute doesn’t stop at just trying out new things but rather learning New Life Habits.
Event programming ↗
Experience as Healing was the inaugural event of a series of programming Normal created for Patina Hotels & Resorts. Event took place on 2 -3 June, 2023 at Patina Maldives, Fari Islands.
For a short weekend in June 2023, Normal brought together a group of leaders in the fields of nutritional psychology, health-tech and esoteric practices and headed to Fari Islands, one of the most beautiful, inspired places in the Indian Ocean, to explore new ideas about transformative powers of healing arts and sciences. Take a tour of this unique event.
Normal . 