This month’s trend briefing by our sister-site trendwatching.com explores maturialism: the phenomenon of experienced, less-easily shocked, outspoken consumers who appreciate brands that are daring or even a bit risqué. Here are five examples of companies that know how to loosen up: 1. DIS-LOYALTY CARDS — World barista champion Gwilym Davies produced a different take on the promotional coffee shop loyalty card. The Dis-Loyalty Card features a selection of quality coffee places around east London that customers are encouraged to visit to expand their coffee experience. Once a they’ve visited all eight spots, they can redeem a free coffee back at Davies’s own coffee bar (located in a men’s clothing shop). The idea has since spread to coffee bars in Seattle and Toronto. (Image credit: James Hoffmann.) 2. SAINT & SINNER WINES — Australian wine producer Saint & Sinner takes a “mature” approach to describing their wines, with labels harking back to phone-booth calling cards. So, Mistress Pinot Gris is described as alluring and assertive—a cheeky twist on the wine’s qualities. Also included is a phone number that drinkers can text to receive further information about the wine. 3. CALVIN KLEIN JEANS X — In July 2010, Calvin Klein posted a large QR code across two billboard locations in New York to mark the launch of the Calvin Klein Jeans Fall 2010 collection. Printed below the code was the message: “Get It Uncensored”. Passersby who used their smartphones to capture the code were then shown a racy video commercial. 4. DESIGUAL — Spanish clothing brand Desigual ran an offer at its Madrid and Barcelona stores that welcomed and promoted the attendance of semi-naked customers. Customers were rewarded for their nakedness by being able to select two free garments from the store. 5. DR. SKETCHY’S — Founded by illustrator Molly Crabapple, Dr. Sketchy’s Anti-Art School is life drawing with a difference. Convening in leftfield venues or sometimes in public locations, flashmob-style, Dr. Sketchy’s classes feature burlesque dancers or other unusual models. Drawing sessions are punctuated with drinking games, comedy and other stage shows. Founded in Manhattan, there are now more than 100 Dr. Sketchy’s branches worldwide.