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Mass Marketed Items Reduced To Their Purest Form in Brand Spirit.




Brand Spirit is a Tumblr project by Andrew Miller of New York's Carbone Smolan Agency. Every day for 100 days, he is painting one object entirely in white, removing all evidence of visual branding and reducing the object to its purest form. He then adds a photograph of the object to his Tumblr site.


above: Victorinox

The consumables, toys, desk accessories, household staples and other objects (all priced at or under $10) are surprisingly recognizable without signage and labels. The exercise/ project proves how many mass produced and marketed items become icons in their own right, based solely on their shape or packaging.

As of May 11, 2012, Andrew had posted 61 of his intended 100 items. Below are 30 examples. Could you tell whose brand all the following objects are? My guess is 'yes.'

Tabasco:


Pez:


Maxell:


Bic (Wite-out):


Sharpie:


Rubik's Cube:


Chiquita:


Swingline:


Twizzler:


Pantone (color chip):


Corona:


Band-Aid:


Hasbro (Monopoly):


Slinky:


Nabisco (Animal Crackers):


Kodak:


Method:


Lego (Minifig):


Nintendo:


Bic:


Coca-Cola:


Elmer's:


McDonalds;


Crayola:


Kong (dog toy):


Trojan:


Master Lock:


Wonder:


At the very top of the post: Charm's blow pop and Gillette disposable razor

Stay up with this fabulous project by visiting Brand Spirit

The Nike "Biomorph" Launch Spot for Their Flyknit Running Shoes And How It Was Done.






Nike tapped David Rosenbaum of Mothership to conceive the :51 second short that launched its Flyknit technology and shoe collection. Inspired by the concept of body schema, David developed a story in which the shoe becomes a seamless extension of the runner’s foot through a progression of organic visuals, and took the piece from start to finish.

"Biomorph":


To develop an accurate visual expression for the innovative weaving process director David Rosenbaum met with Nike engineers and watched the shoes being made on customized industrial knitting machines.

The making of "Biomorph":


Credits:
Andy Walker, Nike/Dave Gold (music), Elias Arts, creative directors; Ed Ulbrich, Digital Domain, chief creative officer/Mothership, president; David Rosenbaum, Mothership, director; Paul Cameron, Mothership, director of photography; The Bergeron, Nike/Tiffani Manabat, Mothership/Nicola Wiseman, Digital Domain/William Lemmon, Digital Domain, producers; Jesse Canright, Nike/Tanya Cohen, Mothership/Digital Domain/Ann Haugen (music), Elias Arts, executive producers; Barb Freeman, Nike, production manager; Birthe Lauchengco, Mothership, production supervisor; Scott Gemmell, Mothership/Digital Domain, head of production; Rachel Mariscal, Digital Domain, digital production manager; Colin Woods, Digital Domain, editor; Richard Poulain, Digital Domain, storyboard artist; Brian Creasey, Digital Domain/Casey Benn, Digital Domain/Dave Carlson, Digital Domain/Gideon Vandergrift, Digital Domain, generalists; Kevin Culhane, Digital Domain, animator; Ken Jones, Digital Domain/Eric Ebeling, Digital Domain/


Learn more about the Nike Flyknit collection here

The "ish" Watch For The Perpetually Casual. Clarification On The Designs And Pricing.




You might have seen this watch on various 'creative' sites and blog in the past week. A new watch by HYPHEN, The Indian Stretchable Time' / 'ish' watch, allows for some leeway when it comes to time. In lieu of your typical quarter hour markings, the "ish" watch has 12ish, 3ish, 6ish and 9ish printed askew on the white face.



Despite getting lots of recent press on sites such as Designboom, Comm Arts and other creative design blogs and e-mags, no one seems to have pointed out that the watch details seem to be inconsistent in terms of the hands, the second hand, the bezels and the straps shown in the images that have been posted.







The Actual "Ish" Watches Styles:
So, I wrote to Filter, the company for whom the watch was made, in hopes of getting both clarification on the design and price and I have. The watch is available in the following three designs.

BLACK/RED:

BLACK/WHITE:

BROWN/WHITE:


Note the following, despite the numerous photos in this post:
• All three straps have stitching in either red or white
• All three watches have different bezels.
• The Black/Red version has a red secondhand and red stitching on the band.
• The Black/ White Version has different hands on the face than the other two.
• The hands on the Black/Red and Brown/White version are pointed at the ends (not flat as in several of the photos) and despite the photos they sent me, I am not certain if they are black or chromed.

I do not know a thing about the crystal on the face, nor do I know if the bezels are stainless steel or chromed metal (given the price, I am guessing they are chromed metal). Other than the product shots and price, I received no more detail.

Each "Ish" watch costs $50 USD (excluding shipping charges).

Regardless of the face and bezel details, the beautiful packaging expresses the attitude and philosophy behind the wristwatch in text:





The designer, Prasanna Sankhe, describes the "Ish" watch in the following words:
In India, 'fashionably late' is safely replaced with 'predictably late'. Cow blockades, politician escorts, and cratered roads, compound the problem and offer a valid excuse. So when you reach half-an-hour after the appointed time, you don't explain yourself. You wait for the other person to arrive. We used this life insight, and added some dark humour to it.



We simply added a suffix to time periods. And moved the numerals from their classic perpendicular positions, tilting them to an approximate point on the dial. Hence six was not six. Eight was not eight. It was 'six-ish' and 'eight-ish'. Thus was born the 'ish Watch'.

The audience instantly connected with the watch, as it reminded them of the times they had been either the victim or culprit of tardiness. However, as a 'non-punctual' attitude is almost part of the Indian ethos, they bought into the idea and the watch, without delay.



Available at Filter, Kala Ghoda, Mumbai.
Contact them here to purchase the watch

Creative Director: Prasanna Sankhe
Designer: Prasanna Sankhe
Writer: Cyrus Daruwala
Photographer: Ashish Vaidya
Music: Ferzad Variyava
Producer: Fabian Fernandes
Editor: Basu
Fabricator: Suresh
Agency coordinator: Jennifer Fernandes

About HYPHEN:

Started in 2011, by Alok Nanda, founder of Alok Nanda & company, and Prasanna Sankhe, ex National Creative Director of Publicis Ambience India, HYPHEN is the first brand engagement product agency in India.

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