Category The Thinking

#2 What Does ‘We Care About Quality’ Actually Mean

I’ve been reading through a lot of small brands’ “About” pages recently, and I noticed something: almost every one, under a heading like “Brand Story” or “Our Story”, includes the same sentence: “We care about quality.” Some go a step further and explain the ingredients or techniques behind it. There’s nothing wrong with the sentence itself, or with explaining the quality behind it. But as both a customer and a designer, I can’t help wondering why it sits in the brand story section rather than the product description. What is that sentence actually doing for a brand? The Observation: ‘Quality’…

#1 Why Your Brand’s Story Is Your Unfair Advantage

You built something good. You know the product works, and the people who’ve tried it usually love it. And yet, when you look at your packaging next to everyone else’s in your category, it suddenly blends in. It’s like everybody’s selling similar things, and you are not sure how to convince customers to buy yours. Does this sound familiar? The Problem: Good Products, Invisible Differences Here’s a quiet truth about the maker economy right now: it’s easier than ever to make something look good, but harder than ever to stand out. Canva templates and “aesthetic inspiration” feeds have influenced an…