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The Case for Naming Your Brand After a Person

Run a simple audit. Pull the 50 most durable consumer brands in luxury, fashion, beauty, food, or DTC, the brands that have maintained both relevance and pricing power across multiple…

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"Cult Brand" vs "Category Leader": The Distinction That Matters

…cult while pursuing scale), Gap (trying to own mainstream while chasing fashion), Whole Foods pre-Amazon (couldn't decide between premium grocer and mass grocer), Banana Republic (too…

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Erewhon: How a Grocery Store Became a Status Symbol

…compete on price, selection, or convenience. Erewhon competes on identity. You're not buying food. You're buying membership in a wellness-forward, aesthetically conscious, economically unbothered…

project

Orthofer: Lukas Diemling's Flexible Pumpkin Identity for an Austrian Oil Producer

…modular asset rather than a fixed lockup. The color palette is restrained to a premium food register: a deep forest green evoking the oil itself, a warm cream neutral, and a single…

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Seaweed, Mushroom, Mycelium: The Bio-Material Packaging Wave

…Printable, though ink ranges are narrower than on petroleum-based films. Brands to watch: Major food-service deployments (Just Eat Takeaway with Notpla sachets), beauty sample-pack applications…

ranking

Editorial Design in 2026: 30 Magazine Layouts Rewriting the Grid

…to book design than magazine design. Influential among indie publishers. 12. Hot & Cool Food magazine from Copenhagen that redefined what a food magazine could do typographically. Display…

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The Anti-Logo Movement: Why Startups Are Betting on Typography Over Marks

…merchandise) a standalone mark remains structurally necessary. Consumer goods, apparel, food and beverage, physical retail: these are domains where a symbol does work that typography…

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Mono-Material Packaging: The New Definition of Luxury

…restraint direction over the next 24–36 months. What's happening in adjacent categories Food and beverage is being pushed by the same regulatory pressures. Oatly's cream-substrate cartons…

project

Salsa Brava: Elynor Studio's Mythology-Led Packaging for a Mexican Salsa Brand

Salsa Brava is a bold Mexican salsa dip brand inspired by street food culture, togetherness, and vibrant visual expression. Its identity blends contemporary packaging…

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Oatly: The Brand That Weaponized Packaging as Editorial

…simultaneously earnest and self-aware. On another, a meditation on what it means to be a food company that talks to consumers as though they are adults. On still another, a paragraph…

guide

How to Choose a Branding Agency: A Founder's Checklist

…Studio: Melbourne, product-packaging specialist Lukas Diemling: Graz (Austria), independent, food and heritage specialty These are a starting shortlist, not a recommendation: the right…

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Why Every Direct-to-Consumer Brand Looks the Same, and Who's Breaking the Mold

…skincare line, a luggage brand, a vitamin subscription, a toothbrush startup, and a dog food delivery service. Now squint. Remove the product photography and you are looking at the…

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How Copenhagen Became the World's Most Design-Literate City

…has reshaped Denmark's cultural exports over the past two decades. The movement began in food: Noma, René Redzepi, the manifesto that Nordic cuisine should express its own terroir rather…