Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Is Your Brand Weird Enough?
— Is Your Brand Weird Enough? — Is Your Brand Weird Enough?
Branding, Brand Identity, Strategy
Is Your Brand Weird Enough?
It might sound weird to ask such a weird question.
But I’ve been thinking about what makes a brand sell. Not $200K or $500K a year, but millions of dollars.
And somehow, the answer always seems to come back to weirdness.
I’m talking about having something unique or different about your product, your brand, or the way you do business. Otherwise, chances are you’ll blend in with everyone else.
So how do you make yourself weird?
Here are a few examples I’ve been thinking about in case your business needs a little more weirdness.
01. By changing something about your product
Some brands make themselves different by creating a product that nobody expects.
The other day, I saw a video about a guy who created a flavored toothpick company called Pick’Em.
A toothpick! One of the most boring products ever. And yet he took that boring product and added flavors like mint, mango, and strawberry.
That’s it. Adding weirdness to a toothpick made him millions.
02. By designing a unique brand identity or packaging
Other brands make themselves different through branding and packaging. The example that comes to mind is Graza.
They sell olive oil, but unlike other brands that come in a dark glass bottle with elegant labels and premium packaging, Graza went in the complete opposite direction. Their packaging looks like something designed for a seven-year-old: bright green colors, doodles, and plastic squeeze bottles.
In extra virgin olive oil terms, they’re the weird kid that eats their boogers during recess.
But they’re also the brand everyone remembers. And that weirdness has made them millions.
03. By talking differently than everyone else
Some brands become different through the way they communicate. In my opinion, Wendy’s has mastered this.
They turned their social media into a comedy show: They roast competitors, make fun of trends, and jump into random conversations nobody asked them to join.
For a fast-food restaurant, that’s pretty weird, and it makes them worth following and paying attention to.
I can think of other examples:
T-Mobile chose a bright magenta color when everyone else was using safe tech colors.
Bloom built an entire brand around prebiotic drinks that extended into a whole line of health supplements.
And what about Michael Jackson? He has a category of his own.
After watching his biopic last week and having Instagram’s algorithm bombard me with videos about him, somewhere between the moonwalking and the conspiracy theories, I started thinking about how weird he was.
He had his rituals, his obsessions, his traumas, and all sorts of behaviors that made him a world apart from everyone else. This, and his talent, made him unforgettable.
Taylor Swift and Bad Bunny may be today’s pop royalty, but decades later, Michael Jackson is still the King of Pop. He was too weird to be replaced.
The Age of AI
Twenty years ago, being weird wasn’t exactly celebrated. In many ways, it still isn’t.
But if you’re building a business today, in an age of AI-generated plagiarism and sameness, chances are you’re better off being different. Being memorable. Being a little weird.
Because weird connects and sells.
If your brand is starting to feel like everything else out there, it might be time to rethink how it shows up. We help brands build identities that are not just well-designed, but genuinely distinctive.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
How to Stand Out in a World of AI Sameness
— How to Stand Out in a World of AI Sameness — How to Stand Out in a World of AI Sameness
Branding, Brand Identity, Strategy
AI made design easy.
Now everything looks the same.
Everyone with an AI tool has become a creator.
Websites, apps, products, content… The cost of creating them is collapsing.
Designing a “good enough” website or logo has become easier.
Creatives are producing work that’s better than what many of us were doing as junior designers.
But here’s the question we should be asking:
When everything looks good, how do you stand out?
The gap is no longer between bad and good.
It’s between generic and distinctive.
And that gap has never been more valuable, or more difficult to achieve.
So what actually makes a brand stand out today?
I think it comes down to two things AI can’t fully replicate:
1. Great Design That Doesn’t Feel Like AI
I mean great design. 10 out of 10 design.
Because a lot of what we’re seeing today is a copy of a copy of a copy: same styles, layouts, and typography.
It might look fine. But it is vanilla, bland, disorganized.
And that’s exactly the problem. AI has raised the floor for bad design, but only creativity, and refined skills, can make design truly great.
Today, brands don’t stand out by doing what’s easy to produce.
They stand out by doing what requires judgment and perspective.
It’s creativity that makes people feel something, makes you stop scrolling, and feels intentional, not prompt-generated.
That has always been rare.
And even more so now.
2. A Personal Point of View
Winning brands today don’t just sell products.
They carry a voice.
A founder’s perspective.
A story people can connect with.
A reason to exist beyond the product itself.
In a world where AI can generate infinite content, what people are actually drawn to is something that feels human.
Because trust comes from each brand’s unique personality and story.
AI will keep accelerating.
There will be more tools, more prompts being written, and more sameness distributed across everything we see.
But the brands that win will not be the ones producing more content.
They will be the ones that look, sound, and feel different.
Great branding and creativity are no longer just a premium.
They have always been an advantage, and in an AI-driven world, they’re now a must.
If your brand is starting to feel like everything else out there, it might be time to rethink how it shows up.We help brands build identities that are not just well-designed, but genuinely distinctive.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Attention Is Not The New Gold
— Attention Is Not The New Gold — Attention Is Not The New Gold
Branding, Brand Identity, Strategy
Attention Is Not The New Gold
Most people are playing the wrong game.
They think it’s about attention.
It’s not.
It’s about perception.
Because attention without perception is useless.
You can get thousands of eyes on your brand…
but if the perception is wrong, that gold turns into lead.
Over the years I’ve worked with many companies at different stages.
Some start from zero.
Others already have a visual identity.
And in many cases, when I look at what they already have, I can’t help but think:
Is this actually bringing them clients?
The logo looks generic.
The website is unclear.
The brand identity looks like a half-finished version of something they saw on Pinterest.
And the uncomfortable truth is this:
In some niches, you can get away with bad design.
If you ask most marketers, they might even say that sometimes ugly converts better.
But in others?
Design is non-negotiable.
If you’re in SaaS, Web3, or consumer brands, design isn’t a nice-to-have.
It’s the entry ticket.
Because good design is good perception.
And perception and attention should go hand in hand.
Strong branding warms people up before you ever speak to them.
A weak one creates friction before trust even has a chance.
But design works at a primal level.
It triggers a yes or a no in seconds.
Before logic.
Before pricing.
Before features.
That’s the perception game.
Attention gets you seen.
Perception gets you chosen.
——-
If you’re building a brand and feel your visual identity isn’t creating the right perception, feel free to reach out.
Strong perception is rarely accidental. It is designed.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Simplicity Scales While Complexity Fails
— Simplicity Scales While Complexity Fails — Simplicity Scales While Complexity Fails
Branding, Brand Identity, Strategy
Why Simplicity Scales, But Complexity Fails
Ever feel like the simplest things are the hardest to execute?
I’ve been thinking a lot about simplicity: creating systems, refining processes, and making things leaner.
Here’s the truth: Especially in branding, simplicity is everything.
The Problem?
Branding often starts with overwhelming amounts of data: market research, brand strategy, business goals… the list goes on. At first glance, it can be a messy pile of information.
The Insight:
A good branding team will take all this complexity and distill it into something simple and digestible. But we go a step further. We take this distilled information and design brands that are both simple and strategically aligned with the market.
But here’s where it gets tricky: Simplicity is deceiving.
Even as an experienced brand designer, I’ve found myself thinking, “That brand looks so simple, it must’ve been easy to create.” But when I dig into it, I realize just how much work went into making it feel effortless.
Think of it like watching an athlete run through an obstacle course. From the outside, it seems like a breeze. But behind that effortless performance is years of training, research, and practice.
The Takeaway?
Simplicity requires mastery. It’s not about cutting corners. It’s about refining and perfecting a process until it feels effortless.
As Leonardo da Vinci said, “Simplicity is the ultimate sophistication.”
So, the next time you see a simple, clean brand, remember: behind it is countless hours of strategy and design. True professionals make complex things feel easy.
——-
Get in touch if you’re ready to create your next branding project.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Why Every Business Needs a Brandverse
— Why Every Business Needs a Brandverse — Why Every Business Needs a Brandverse
Branding, Brand Identity, Strategy
Let’s talk about something that goes beyond logos, packaging, or even products. Something that transforms the way people experience your business: the concept of a Brandverse.
What is a Brandverse?
Technically, “Brandverse” is a concept I made up, but it captures something essential in branding and business.
A Brandverse is your brand’s universe, a world where every element: from visual identity and web design to messaging and customer touchpoints, works together to create a seamless, immersive experience.
Think of it this way: every brand has touchpoints. These are the moments when a customer interacts with you, whether through ads, social media, packaging, or your website. But when those touchpoints are connected and designed with intention, they don’t just communicate, they transport your audience into a world they want to belong to.
Why It Matters
When done right, a Brandverse goes far beyond traditional branding. It builds loyalty, strengthens your brand identity, and transforms casual buyers into dedicated fans. It creates a customer journey that feels more like an experience than a transaction.
Imagine it like a movie: your brand is the main character, and your customers are not just supporting roles, they’re part of the adventure. Your branding, website design, and marketing strategy are all tools to bring that story to life.
Let’s explore a few brands that have mastered the art of creating unforgettable Brandverses. Can you guess who they are?
Example 01:
Imagine stepping into a bright, modern world where tech gadgets steal the spotlight. Sleek devices take center stage, while knowledgeable staff in blue shirts act as your helpful sidekicks. The space feels obsessively clean, free of distractions, and even offers workshops to help you master their products. The checkout process? So seamless, you’ve just spent $2,500 in seconds, and you’re thrilled about it. You are in an Apple store, and this is their Brandverse.
Example 02:
The smell of freshly brewed coffee and baked cookies wraps around you like a cozy blanket. They want to know your name, and when things take a little longer, they make it up to you with a free cupcake. You grab your laptop and sit in a cozy spot where no one bothers you, just the quiet hum of ambient music. You feel pampered. Welcome to the Starbucks Brandverse.
Example 03:
You step into a magical kingdom. You see castles, smell cotton candy, and hear laughter everywhere. Each corner offers its own enchanting experience, from fairy tale lands to thrilling adventures. You’re surrounded by countless stores, each offering the coolest things and tastiest treats. Everywhere you look, people are enjoying themselves and taking photos with their childhood favorite characters. You’re having an amazing day! You’re at Disney World, the ultimate Brandverse.
Example 04 / Bonus:
You’ve clicked into a visually stunning website. It’s filled with amazing photos, easy to navigate, and gives you a warm feeling in your stomach. The shopping process is effortless. But the real magic happens a few days later, when you unbox your order and find unexpected little gifts, like stickers and postcards. You can feel the love from Rifle Paper Co.
I chose this bonus example as a reminder that not every Brandverse needs a physical space, and you don’t need to be a massive company. Rifle Paper Co. proves this with its online presence and thoughtful product experience. They’ve mastered the art of Brandverse building, aka branding.
These brands demonstrate that a strong brand experience isn’t just about big budgets—it’s about details that make your customers feel special.
How to Build Your Own Brandverse
Not every business has Apple or Disney’s resources, but any brand can take steps to create a more immersive and memorable experience. Here are some actionable ways to start shaping your Brandverse:
-
Unify your brand identity: Make sure your logo, typography, and visuals are consistent across your website, packaging, and social media.
-
Invest in web design: Your website is often the first stop in your Brandverse. Keep it responsive, user-friendly, and aligned with your brand’s story.
-
Personalize interactions: From knowing your customers’ names to thoughtful packaging, small details build emotional connections.
-
Listen to customer feedback: A great Brandverse evolves with its audience. Adapt and improve based on real insights.
-
Have a recovery plan: Mistakes happen, but a thoughtful gesture (like Starbucks’ free cupcake) can turn problems into loyalty-building moments.
A Brandverse isn’t just about selling products; it’s about creating an unforgettable experience that customers want to return to again and again.
Ask yourself: is your brand just a product, or is it a whole universe your customers want to be a part of? Remember that every interaction is an opportunity to enhance your Brandverse.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
The Beatles, Branding & Lasting Impact
— The Beatles, Branding & Lasting Impact — The Beatles, Branding & Lasting Impact
Branding, Brand Identity, Strategy
Imagine waking up in a world where The Beatles never existed. No ‘Hey Jude,’ no ‘Let It Be,’ no Abbey Road crosswalk photo.
Jack is a struggling singer from the UK. One day, he wakes up to find the world in total chaos after a solar flash sends civilization into panic.
That afternoon, he grabs his guitar and meets his friends for a Sunday picnic in the park. He starts singing:
“Yesterday, all my troubles seemed so far away,
Now it looks as though they’re here to stay…”
His friends stare at him, shocked. That’s the best song he has ever written. Tears start running down their cheeks as he finishes.
Jack laughs, thinking they’re being sarcastic, until he realizes they’re dead serious. They have no idea who John, Paul, George, or Ringo are.
As the days pass, he discovers that the solar flash has erased parts of everyday life. He now lives in an alternate world where Coca-Cola doesn’t exist. You can go to a Coldplay concert, but Oasis? That’s just water in the desert. And The Beatles? They were never a band.
So Jack starts recreating their songs from memory. Half-finished versions of Hey Jude, Yellow Submarine, and Let It Be become his songs.
This is the premise of Yesterday, a film that imagines a world without the Liverpool legends. It’s funny, smart, and leaves you thinking long after it’s over.
Ask yourself: What person, brand, or experience has made your life better? The one that, if erased in some alternate dimension, would leave a noticeable void?
I have my favorite people and brands; the ones I read, listen to, or engage with every day. And then there are a select few I’d truly miss if they disappeared. Life just wouldn’t be as exciting without them.
For many in Yesterday, that was The Beatles. Life just sounded better with their songs.
This movie made me wonder: What impact are we leaving on this world?
Are you influencing someone, even just 1%, the way The Beatles did? Whose life are you making better? Who would genuinely feel your absence?
And in business terms, is your brand or product truly making a difference in people’s lives?
Because that’s what we should all strive for, creating something so meaningful, so impactful, that if it disappeared, people would actually miss it.
That’s the power of great creativity.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
10 Branding Tips for Business Growth
— 10 Branding Tips for Business Growth — 10 Branding Tips for Business Growth
Branding, Brand Identity, Strategy
This took me 14 years as a brand designer to learn, I’ll teach it to you in 3 minutes.
Branding is constantly evolving, but there are certain principles that will always hold true. After 14 years of building brands and seeing what works, I’ve wrote down the most important elements of successful branding. If you’re looking to build a strong, memorable brand, here’s what you need to know:
1. Clarity Is King:
Your brand needs to be clear and easy to understand for your audience. If people don’t get it, they won’t buy it.
- Be clear on your offer: Make sure your audience knows exactly what you’re selling.
- Keep things simple: Don’t overcomplicate your messaging.
- Create systems: Simplify your processes to help customers quickly understand how to engage with you.
- Make your marketing straightforward: Focus on simplicity to boost your impact.
2. Make Your Offer Irresistible:
Your offer should feel like a no-brainer, making it impossible for your audience to say no.
- Sell the dream outcome, not just your service: Focus on the result you provide, not just the features.
- Use guarantees to minimize risk: Make customers feel safe to take action.
- Stack bonuses to amplify value: Offer extra perks that make the deal even better.
- Make buying frictionless: Remove any barriers to purchase.
3. Know Your Customer:
Building a brand is much easier when you truly understand who you’re speaking to.
- Get to know them by asking questions: Take the time to understand your audience’s needs and desires.
- Identify their biggest pain points: Understand what keeps them up at night.
- Speak their language: Use language and messaging that resonates with them.
- Solve their problems better than the competition: Show how your brand can uniquely meet their needs.
4. Start with Strategy:
Without a solid strategy, your brand will lack direction and focus.
- Define your brand’s positioning and unique value: What sets you apart from competitors?
- Understand your market: Know the trends and the competition.
- Set clear goals for growth: Establish measurable objectives for your brand.
- Build a brand that drives results: Focus on outcomes that contribute to long-term success.
5. Your Brand Identity Is Not Just a Logo:
Your logo is just the start. Your brand is much deeper and more complex.
- Create a complete visual identity: Color, typography, patterns, marketing assets.
- Define your brand’s personality: What values does your brand embody?
- Maintain consistency across all communication: Whether it’s on your website, social media, or packaging, stay aligned.
- Focus on user experience, not just visuals: Your brand should feel right at every touchpoint.
6. You Need 7 Touchpoints Before Making a Sale:
Building trust takes time. On average, you need several interactions before a customer is ready to buy.
- Show up consistently across multiple platforms: Be where your audience is, consistently.
- Educate users about your brand: Provide value through informative content.
- Facts tell, but stories sell: Nowadays storytelling is everything.
- Nurture leads until they’re ready to buy: Stay connected and keep building trust.
7. Branding Is the Act of Building a Brand:
Branding is a continuous process. It’s not just something you do once and forget about—it’s an ongoing effort.
- Build relationships: Your brand is about people, not just products.
- Create an emotional connection with your audience: The best brands evoke feelings and loyalty.
- Deliver a consistent experience every time: From first contact to repeat business, consistency is key.
- Invest in long-term brand value: Branding is an investment in the future of your business.
8. Consistency Builds Trust:
Your audience needs to see and hear the same message repeatedly to build trust.
- Stay consistent in your messaging and design: Everything should align with your brand.
- Show up regularly: Your audience needs to see you frequently to build recognition.
- Reinforce your brand values in everything you do: Make sure your actions match your words.
- Keep delivering on your promises: Trust comes from reliability.
9. Mindset Is Everything:
Your beliefs shape your success.
- Confidence attracts clients: Show up with belief in what you offer.
- Learn from failures and keep going: Every setback is an opportunity to grow.
- Surround yourself with positive people: Build a network of like-minded individuals who encourage growth.
- Take action every day: Momentum compounds over time.
10. Rebranding Can Be the Answer to Business Growth:
A fresh brand identity can be the key to unlocking new opportunities.
- Resonate better with your ideal customers: Sometimes, a shift in messaging or visuals is all it takes.
- Adapt to the times: If your brand isn’t keeping up, it’s time for a change.
- Stand out in a crowded market: Rebranding helps you break through the noise.
- Reinvent your brand to reflect new values, goals, or offerings: Your brand should evolve as your business does.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Brand Colors for Health-Focused Brands
— Brand Colors for Health-Focused Brands — Brand Colors for Health-Focused Brands
Branding, Packaging, Strategy
Why Colors Matter for Health Brands: A Guide to Choosing the Right Palette
When it comes to branding for health brands, colors are more than just an aesthetic choice — they play a powerful role in shaping how customers feel about your brand. In fact, the colors you choose can influence perceptions and even build trust, especially if your brand focuses on health, wellness, or natural products.
Why Color Matters for Health Brands
Health brands have a unique mission: to communicate trust, cleanliness, and commitment to natural or high-quality ingredients. Choosing a color palette that resonates with these values is essential for creating an emotional connection with health-conscious customers.
While typical food brands might use bold colors like reds, yellows, and oranges to create a sense of energy or excitement, these colors are often associated with heavily processed or fast foods. Health brands usually go in a different direction to highlight their focus on wellness and purity.
Best Colors for Health Brands
So, what colors should health brands use? Here are some popular choices and the messages they convey:
- Greens: Green is a popular choice for health brands because it represents nature, freshness, and health. This color can help communicate that your brand uses natural ingredients or promotes sustainability.
- Earth Tones: Browns, beiges, and other earthy colors are also common in branding for health brands. These tones convey simplicity, wholesomeness, and a close connection to nature.
- Soft Blues and Whites: For brands in the wellness or medical space, soft blues and whites can add a sense of calm, purity, and professionalism.
How Colors and Typography Work Together
Beyond color, the typography and packaging for health brands also play a key role. Where regular food products might use bold, chunky typography, health brands often benefit from more delicate, clean typefaces that convey simplicity and authenticity.
By combining a soft color palette with subtle typography, your brand can create a cohesive look that communicates trustworthiness, aligns with health-conscious values, and makes your products easily recognizable on the shelf.
Tips for Creating Impactful Packaging for Health Brands
- Prioritize Color Psychology: Choose colors that reflect the values of your health brand. Think about the feelings you want to evoke in your customers — calmness, purity, and trustworthiness are great goals for health brands.
- Consider Your Audience: Health-conscious consumers are looking for brands they can trust. Using natural tones and simple design elements in your packaging can make your brand feel more genuine.
- Consistency is Key: Be consistent with your color choices across all branding, from packaging to website and social media. This creates a recognizable brand identity that builds trust over time.
In today’s market, branding for health brands goes beyond the product itself — it’s about creating an experience and a relationship with your audience. By carefully selecting the right colors and packaging elements, health brands can connect with their target customers, build loyalty, and stand out in a crowded market.
Need help with color selection or packaging for your health brand? Our team can help create a unique brand identity that resonates with your audience and sets you apart.