28 Feb. 2023: The impact of successive lockdowns has been really hard for those living with dementia and their carers, with isolation, social exclusion and loneliness particular problems. Support is hard to access, and many people are digitally excluded from the help and support other people take for granted.

To help tackle loneliness and encourage bonding, the Museum of Brands has collaborated with DS Smith to develop a special Brand Box intended to help carers and those living with dementia. Designed to be sent through the letterbox to help those who may not be able to leave the house, the pack will contain a selection of heritage brands in a special box created to encourage reminiscing, spark conversations, bring back positive memories and allow carers and those they care for to bond over precious memories.

The items chosen for the Brand Boxes are multi-sensory to encourage memories through smell, touch, and taste as well as sight and will contain the packaging for heritage brands including Pears Soap, Vaseline and Kit Kat, plus games and activities designed to stimulate memory. These include Match the Brand Mascot, War-Time Cookery and an activity guide with descriptions and fun facts about the objects in the pack, and activity ideas to help reminiscence.

The Brand Boxes have been developed as part of the Museum of Brand’s Living Brands initiative which offers creative activities, engaging events, and training opportunities to support people living with dementia, their families and carers, and care professionals. Brands are brought to life through replica memory boxes and multi-sensory reminiscence.

Almost a million people in Britain are estimated to be living with dementia – 7.1% of all people over the age of 65. Over half of everyone in the UK will know someone who has been diagnosed with it and there are estimated to be over 670,000 people in the UK acting as primary, unpaid carers. *

Anna Terry, Museum Director says, “Our innovative Brand Boxes are designed to fit through people’s letterboxes to bring reminiscence activities right into the homes of people living with dementia and their carers. The box folds out to share evocative imagery and contains replica heritage brands for recipients to feel and smell, creating new learning experiences as well as encouraging memories.”

Boxes containing flat packaged objects will be sent free of charge to carers and people with dementia, especially those who are digitally excluded, from April 2023. There will be an initial pilot of 1000 boxes available.

Brian Jones, CEO of Carers Networks shared with us: “This is a brilliant idea to reach people who might be excluded socially and digitally. Both people living with dementia and their carers enjoy seeing the old packaging of their favourite brands. Resources like this help battle isolation and offer an activity so carers and their cared ones can spend time together.”

The Brand Boxes have been designed and produced in partnership with DS Smith, a leading provider of sustainable packaging solutions, with funding from The DS Smith Charitable Foundation.

Rob Wheatcroft, E-commerce and innovation specialist at DS Smith said: “DS Smith is delighted to support the Brand Box initiative. As part of our international Community Programme, we are pleased to provide for our communities and in this case by offering a valuable resource for those suffering with dementia, and those that care for them. The Brand Box was designed collaboratively with the Museum of Brands to create a multi-sensory pack experience, including images of products from the past, and a unique ‘brand skyline’. Reminiscence materials from the museum are conveniently delivered to the recipient inside this letterbox-sized pack. The Brand Box is also re-usable, so it can be sent onto friends and family, and is recyclable at end of life as part of our transition to a Circular Economy.”

Living Brands is generously funded by City Bridge Trust, Garfield Weston Foundation, Linbury Trust and National Lottery Community Fund.

*Figures according to The Alzheimer’s Society and to Alzheimer’s Research UK

The Museum of Brands is open from 10:00 to 18:00 Monday to Saturday and 11:00 to 17:00 on Sundays and Bank Holidays. The Museum is located a short walk from Ladbroke Grove tube station at 111-117 Lancaster Road, W11 1QT. www.museumofbrands.com
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