The Musings Of An Opinionated Sod [Help Me Grow!]


Creativity Creates Value …

A few weeks ago I was asked to talk to a board of directors about creativity in business. Specifically, how they could encourage more of it.

I showed them this:

I had seen this image on Twitter and fell in love with it.

Yes, it’s a small thing, but it’s an important one.

Alright … before I go over the top, I do appreciate it’s simply a napkin holder with some words printed on it and there’s millions of companies that offer that.

But instead of just putting their company name on it – or NAPKINS in big letters – someone at this shop saw the opportunity to use them to add charm and value to their brand and product.

Hell, I’ve seen 3 minute TV commercials that can’t achieve that.

And all it took was 4 words.

Four words to turn a lowly napkin into a Donut Evidence Removal Kit. A Donut Evidence Removal Kit that celebrates the deliciousness of their food. That acknowledges what you’ve just eaten is definitely on the naughty side of indulgence.

FOUR WORDS.

ON A NAPKIN DISPENSER.

And yet it all comes together to convey a ridiculous amount of cheeky charm for a shop that, whatever way you look at it, simply sells fried dough.

So don’t tell me creativity doesn’t add value or drive business.

It can make more of a claim for effectiveness than logic ever will.



Design Changes Possibilities …

Yesterday I wrote about laziness in retail, well today I’m going to write about when you care deeply about it.

Have a look at this packaging:

Maybe it’s because I’m half Italian.

Maybe it’s because pasta is my undisputed favourite food.

Maybe it’s because the brand uses wheat from the region of Italy my family is from.

But how utterly glorious is it?!

It does everything packaging should do …

It is distinctive without trying too hard.

It shows the quality of the product inside.

It feels premium without being pretentious and charming without being childish.

It is a bloody masterpiece.

I love that because the pasta shape is an integral part of the packaging design, it allows the overall look to be clean while still being informative.

What’s even better is that while it started out as a project by Russian designer, Nikita Konkin … it ended up being turned into a real brand by German company, Greenomic Delikatessen, who bought the idea of Nikita.

Or said another way …

Creativity turned an everyday product into something with a highly desirable and distinctive commercial value.

Isn’t it funny how all those marketing training programs being flogged left, right and centre never talk about this sort of thing. Instead it’s all dot-to-dot processes to build identikit branded assets, eco-systems and strategy frameworks.

But then this also shows the difference between design and adland.

Designers identify real problems and look for ways to solve them with clarity, simplicity and distinctiveness. Whereas too many in adland choose what problem that want to solve and then add all manner of complexity to the solution in a bid to look like they’re fucking geniuses or to try and justify the ever decreasing fee the procurement department is forcing on them.

Remember Peggy?

The ‘innovation’ JWT Australia claimed ‘would allow their client to empower people to maximise their day through weather aggregation technology’. What that bullshit translated to was a ‘scam product and app’ that would tell you if it was going to rain so you’d know if you should hang your clothes out to dry

Yep, forget weather apps.

Forget USING YOUR EYES TO LOOK OUT THE WINDOW.

JWT was going to revolutionise the ‘washing line process’.

By making it longer, shitter and more expensive.

Hahahahahahahahahahahahahahahahahahahahahahahaha.

Unsurprisingly nothing happened with it because it was utter bollocks whereas everything happened for Nikita because he actually saw something that had real commercial value without extensive investment.

However in classic Russian melodrama style, he says he came up with the idea when he was “in love and perhaps this influenced me, though it could be just a coincidence” … which suggests he’s no longer in love and probably spending his time designing vodka bottles that look like your heart is dying. Or something.

I have written a lot in the past about the importance and value of design.

Whether it was the brilliant SONOS ‘sound waves‘ or the potential of using BK’s new logo as an emoji for food ordering.

Underpinning all of this is consideration, simplicity and craft.

Yes, I appreciate a personal project affords you more time than a client project … but designers are getting it right more often than adland and yet the talent in adland is there.

There’s tons of it. Everywhere.

And while there are still some amazing things coming out from the industry, I can’t help but feel design is pushing the possibilities of creativity more … which means the issue for adland must be something else.

Whether that is time, expectation, budgets or relationships, I’m not sure … but whatever it is, the attitude of ‘good enough is good enough’ is far too prevalent these days.

Or should I say, it is until someone like Nikita comes along and shows companies what they could have if they allow the experts to show them how they see the World rather than being told what to create by a committee of middle managers who value speed over quality and lack taste, judgement and real understanding of their audience.

It’s not easy to make something great.

But as a packet of pasta proves, it’s worth it.

Creatively, commercially and culturally.



And Now, Everything Has Just Become Clear …
September 15, 2021, 8:00 am
Filed under: A Bit Of Inspiration, Comment, Flying, Food

This also explains why after years of being on planes and being asked “beef or chicken”, everything always tasted like chicken.

Or a salted, mild version of chicken.



When Is A Logo Not A Logo?

Well I told you I wouldn’t be writing any posts for a while and I have to say, I’m as surprised as you that I managed to stick with it.

Obviously a lot has happened in the past few weeks – including learning how nothing tests how good your family relationships is, like being cooped-up in a small hotel room together for 2 weeks, 24/7 – but we’re happy, excited and up for adventure.

Before I begin, I have to say how amazing the New Zealand organisation is.

So clear, consistent and compassionate.

For someone who had a very privileged covid lockdown period, I was amazed how much it had affected me when I came to a place where I didn’t have to worry about mad decisions and u-turns.

Anyway we got through quarantine, already bought houses and cars [I know, I know] so this week is about stretching our legs, getting Otis a school, ensuring Rosie – the cat – gets to complain as much as she likes and generally getting our bearings of the city before starting at Colenso.

But that’s all for another day, today I want to kick-start the regularity of this blog with this piece of rubbish.

Now I know the re-design of the Burger King logo is not new news.

And neither is what I will be writing about, as I talked about it when it happened.

But while I like many things about the new/old BK design, the thing I like most is how perfect it is for the emoji universe.

Seriously, look at it. It’a the most emoji thing ever.

Sure, I could talk about how clever the B and K fit together.
Sure, I could talk about how I’ve not seen a logo that made me smile since since SONOS.
Sure, I could talk about how it’s as squidgy as sinking your teeth into a Whopper.

But I’m not. I’m going to say how perfectly it would go with other fast food emoji’s already available.

🍔 🍟 🥤

Come on … you so can see it fitting in with that group can’t you.

Now imagine how it could be used to communicate BK’s food menu?

Or, better yet, how it could be used for TikTok/Whatapp order functionality?

Imagine being able to order BK delivery simply by emoji on whatever platform you’re on?

When I was at Deutsch, they tried something like it for Taco Bell using Slack.

Obviously it wasn’t in emoji form and there’s questions how successful it actually was – but it showed there’s more ways to order food than simply going on a website or app.

If that wonderful BK logo was turned into the emoji it begs to be, it could be a really interesting way to drive delivery using the platforms and iconography of culture.

McDonald’s had to pay Travis Scott millions to deepen their connection with culture. BK could do it in an emoji. Their emoji.

OK, I know that is easier said than done and emoji’s are carefully controlled, but given BK’s love of trying to be controversial to be noticed, here is something they could do that has a real benefit and value to all, not just the BK PR department.

Maybe.

I also know some people are slagging the logo off.

Saying it makes the brand look as old as their food or that they need to get their stores looking clean before relaunching their brand design. But apart from those people making the classic mistake of being subjective rather than objective … I’d love to see the work they’ve done recently that proves their actions rather than their words.

God, that was feisty wasn’t it?

I’m definitely back and rested.

But all that aside …

While it’s really nice to see a brand using design to be both distinctive and authentic – versus the corporately beige approach that seems to be the norm for so many – I really hope they see the opportunity for it to be more more than just a static image. Because I have a feeling if they embraced the way culture uses social and platforms, that logo could be more than a branding device, but something that dramatically drives revenue.

You’re welcome BK.



Is Rice A Weapon Of Mass Destruction?
August 10, 2020, 7:30 am
Filed under: A Bit Of Inspiration, Attitude & Aptitude, China, Comment, Culture, Daily Mail, Food, Health

The picture above is from a headline in the Daily Mail.

I can tell you this …

Throughout my seven years living in China, I can’t tell you many times I heard people had died of heart attacks brought on by ‘arsenic poisoning through too much rice consumption’.

Oh, hang on, yes I can … it was absolutely zero.

Seems the Daily Mail are back to their scare tactic bullshit best, especially as the whole piece sounds like it could have been lifted straight from the fake research website I set up years ago about Asian culture.

We wrote some bollocks about rice there too.