There’s a good historical example of this: when Tiffany & Co. decided in 1906 that their boxes were not for sale — at any price — they weren’t following a playbook. They were just refusing to be predictable. That refusal became more recognizable than the jewelry itself. Courage was always the strategy. Most brands just kept looking for a safer word for it.
you got me at creative director's private mood board ;D
I APPRECIATE YOUR FRESH PERSPECTIVE AND WILLINGNESS TO STRAY FROM THE STATUS QUO 🪽
I’m listening
Hell yeah, Clue
The imagery, wordsmithing, the notes - all so delightfully beautifully weird!
Got to meet the founders and be guided through their scents, references, and process. We’ll be carry later this month in our space and so excited <3
There’s a good historical example of this: when Tiffany & Co. decided in 1906 that their boxes were not for sale — at any price — they weren’t following a playbook. They were just refusing to be predictable. That refusal became more recognizable than the jewelry itself. Courage was always the strategy. Most brands just kept looking for a safer word for it.
This felt so refreshing :) thank you for sharing!