On Brandthe Fivestar journal.
Short takes on the brands, packaging and business decisions most people get wrong or never noticed.
The bottle you can recognize in the dark
Coca-Cola briefed its bottle to work in pieces. Most brands never test whether theirs does.
02Netflix made a font to stop paying for one
Fonts are rented, not bought. The bill shows up when your brand starts working.
03You can't pick a signature color. You earn it.
Tiffany and Louboutin own colors because of decades of discipline, and a court still drew a line.
04Heavy packaging makes the product feel better
Same yogurt, heavier bowl, higher ratings. Your jar is part of the formula.
05Tropicana's 45-day redesign, and what it took off the shelf
The new carton was cleaner. It also erased the two things shoppers used to find it.
06Burberry took its knight off, then brought it back
Luxury spent years sanding its logos down to plain type. The reversal says character is the asset.
