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.

We've already seen some compelling examples of the change that can be wrought in local governments through the deft application of new web technologies. Aiming to make such tech-enabled transformation more widespread, California-based Code for America is a nonpartisan effort to help the brightest minds of the current tech generation rebuild city governments across the U.S.

Inspired in part by Teach for America, CFA works with city officials and leading web development talent to identify and develop web solutions that can then be shared and rolled out more broadly to cities across America. Toward that end, each year it plans to offer an 11-month fellowship to support select cutting-edge tech talent. Five cities have already been chosen for the project's inaugural 2011 year: Boston, Boulder, D.C., Philadelphia and Seattle. Now, the project's leaders are in the process of choosing the talent who will be charged with transforming those city governments. More than 350 people applied by the effort's mid-August deadline; those who are ultimately selected will not only receive a USD 35,000 stipend, travel expenses and healthcare, but also the training and support to be positioned as a leader in business, public service or both. Fellows will be announced on Oct. 1.

Web technologies have already transformed much of the commercial sector; now it's time to upgrade local governments on a broad scale. Civic-minded innovators: one to emulate in your part of the world...? (Related: Dutch city launches iPhone app for lodging civic complaints — NYC challenges developers to create apps using city data — In Boston, an iPhone app for civic complaints — In San Francisco, civic complaints via Twitter — Tagging repairs for local government.)

Website: www.codeforamerica.org
Contact: info@codeforamerica.org

Spotted by: San Jose Mercury News via Jim Stewart

More urban farming innovation! Hard on the heels of our stories this summer about The Crop Mob, Triscuit's new initiative and German Meine Ernte comes word of a Canadian venture much along the lines of Your Backyard Farmer and My Farm. Founded last year by three young Queen's University grads, Young Urban Farmers is a new Toronto-based venture that lets consumers enjoy home-grown vegetables without having to do the gardening themselves.

Young Urban Farmers specializes in edible vegetable gardening, with a focus on organics. The company's YUF garden service can set up either raised garden beds or direct in-ground gardens, both complete with all the materials necessary. Soil mix, transplants and seeds, garden tags and stakes are all supplied; optional extras include trellises, shiitake mushroom logs, worm composters and education kits. All customers need do, then, is specify what they hope to grow and choose between YUF's basic service option — which includes an initial garden setup, a gardening instruction manual and a mid-summer checkup — or the full service option, which includes ongoing maintenance roughly twice a week. Pricing begins at CAD 295 per growing season for the basic service option, while the full service version starts at CAD 695, according to an article in The Globe and Mail.

YUF has reportedly already granted at least one franchise in the Greater Toronto Area as well as founding the Young Urban Farmers CSA (Community-Supported Agriculture) nonprofit. Another one to be inspired by! (Related: Remote-controlled farming for city dwellers — Five new business ideas for urban gardening — Matching would-be vegetable gardeners with arable land — Boosting suburban farms.)

Website: www.youngurbanfarmers.com
Contact: info@youngurbanfarmers.com

Spotted by: R.P.

Home beer-brewing kits may produce superlative results, but they also tend to take up superlative amounts of space. Therein lies the raison d'etre for Brooklyn Brew Shop, which sells a variety of diminutive kits aimed at apartment-dwellers and others with limited quarters.

Each kit from New York-based Brooklyn Brew Shop was designed with “the typical New York apartment in mind,” the company says, taking up less than one square foot while in use. They're also crafted from glass with aesthetics in mind so that users won't feel compelled to hide them away from view. A one-gallon kit plus mix from Brooklyn Brew Shop is priced at USD 40, while a five-gallon kit including mix is USD 125.

As the success of the single-serve portion has already shown, there's money to be made by downsizing and adding a splash of style to a variety of consumer goods. Time for an apartment-sized version of *your* brand's best-sellers...? (Related: Bar innovation enables sampling and display of high-end beers — DIY wine-blending kit — Spiral-shaped wine cellars for every home.)

Website: www.brooklynbrewshop.com
Contact: www.brooklynbrewshop.com/contacts/

Spotted by: Bret Annis

“Night at the Museum” may bring a fictional story to life for movie-goers, but thanks to a contest currently under way, one lucky winner will soon be spending a full month at the Chicago Museum of Science and Industry.

Similar in many ways to The Best Job in the World contest, which we wrote about early last year, the Museum of Science and Industry's effort seeks someone “to live and breathe science 24/7 for 30 days,” and to write about their experiences along the way. The assignment will extend from October 20 to November 18, during which time the winner's mission will be to live in the 77-year-old institution and experience all the fun and education on offer while reporting their experience to the outside world via blog, Twitter and online video. When the mission has been successfully completed, the winner will also walk away with a prize of USD 10,000, an honorary lifetime membership to MSI and a package of tech gadgets, including the notebook computer and camera provided to document the experience. More than 1,500 people from all 50 states as well as Antarctica and Australia sent in applications, according to a report in the Chicago Sun-Times. Three finalists in the contest are now being chosen, and their applications will soon be open to public voting. The winner will be announced Oct. 6.

Still think your marketing funds are best spent on ads? Judging by all the contests we've seen over the past year or so, you may want to think again. ;-) (Related: Contest replaces ad campaign for Nissan launch — YouTube contest offers free weekend in Denmark — Job contest lets bloggers become pilots.)

Website: www.msichicago.org/matm/
Contact: contact@msichicago.org

Spotted by: Jim Stewart