Journal
Notes on brands, packaging and getting products to market.
Practical guides from the studio — what we have learned designing identities, packaging and retail spaces, written for the people building the businesses.
-
Five questions that define your brand
Before logos and colours, a brand needs answers. These five questions are the quickest route to a brand that knows what it is.
-
Building buzz with creators: a grounded guide for product brands
Creator marketing works best when it looks least like advertising. How to find the right people, approach them well, and give them something worth talking about.
-
Designing beauty and personal care packaging: what you need to know
Beauty packaging is touched every day, displayed in bathrooms and photographed constantly. Here is how to design it so it works as hard as the formula.
-
Know your competitors before you design your brand
You cannot stand out from something you have not looked at. How to research and analyse competitors so your brand design has a clear job to do.
-
An appetite for colour: how colour shapes food choices
We eat with our eyes first. How colour influences what we expect food to taste like, and how to use it on packaging, menus and in restaurants.
-
How to choose the right packaging format and materials for your product
Jar or pouch? Glass or plastic? Box or label? The structural decision comes before the graphics, and it shapes everything that follows.
-
Choosing typefaces for your brand: a practical guide
Type carries a brand’s voice before anyone reads a word. How to choose, pair and license fonts that work everywhere your brand appears.
-
Choosing a colour palette for your brand: a step-by-step approach
Colour is often the first thing people recognise about a brand. Here is how to choose a palette that is distinctive, flexible and works everywhere you need it.
-
How to tell a brand story that builds loyalty
People remember stories far better than features. How to find the true story behind your product and tell it simply, everywhere.
-
Why brand positioning matters, and how to define yours
Positioning is the decision about where you sit in someone’s mind. Get it right and every design choice gets easier. Skip it and you end up decorating.