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is well Hungry

one bloody simple hack to make any brand STAND out on shelf - TRIP, Liquid Death, Bold Bean Co., JUBEL, Rude Health, Lucky Saint know this secret How do you make black blacker? How do you make white whiter? Sir John Hegarty has a simply gorgeous book on Creativity. It's short and simple. Like a molten-black double espresso shot of creative white-lightening to the noggin. John talks about the power of juxtaposition What is a Juxtaposition? “the fact of two things being seen or placed close together with contrasting effect.” Once you notice this, you’ll notice this everywhere. 1. Rude Health Rude = naughty and cheeky Health = vitality and health and spritely juxtaposition = Rude vs. Health 2. Lucky Saint Lucky = thrifty, chancer, Saint = holy, pious juxtaposition = Lucky vs. Saint 3. Bold Bean Co. Bean = banal ingredient no one really thinks about Bold = well, bold. juxtaposition = Bold vs. Bean 4. TRIP “Calm in Everyday Chaos” juxtaposition = Calm vs. Chaos. 5. Liquid Death Liquid = life, water, vitality, rejuvenation, health Death = well, it’s Death. juxtaposition = Liquid vs. Death. 5. JUBEL JUBEL's rebrand is a delicious example of juxtaposition,. The strap line “Dangerously refreshing” is juxtaposition Instantly reminds me of skiing. The alps. Drinking beer cut with peach. Refreshing mountain air. Danger of skiing. Danger of getting drunk at apres.Refreshing first sip of beer. Dangerously refreshing. So good. Like this? HUNGRY for more? Check out the newsletter https://zurl.co/uB3m

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James Wilkinson

CEO of Rock Face - 3x in 3 years | Sharing top advice for building challenger brands 🚀 Ex Innovation Consultant & Ex L'Oreal

9mo

Love this Dan, think we did this with our brand name but more by luck than design 😆 Rock = hard, lifeless, strong, masculine Face = soft, living, vulnerable Have just shot a message to my business partner to see if we can strengthen our tag line. Thanks for sharing 👍

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