In Praise of Good Design
Last weekend, Kieran and I had the opportunity to exhibit at the Canadian Health Food Association trade show. Many of you know that we’ve been taking our non-alcoholic Sparkle into grocery stores, and this show provided lots of opportunities to connect with people who like what we’re doing, which is wonderfully affirming.
I can’t count the number of times we heard comments like: “I love your design!”, “Who does your awesome branding?”, or “Tell me about the farm animals on the can.” This is nothing new for us - our customers often comment on the beauty, simplicity and playfulness of our labels.
But it feels so much more important now that most of our customer transactions take place without our involvement. When someone shops at the farm, we can engage them directly, and connect their purchase to our values. As Simon Sinek said: “The goal is not to do business with people who want what you have; rather, it’s to do business with people who believe what you believe.”
How can a mere label find people who believe and invite them into a meaningful conversation? That’s where design comes in. Good design captures attention, sparks resonance, and portrays the essence of a story when the storyteller isn’t there to tell it. Design unifies what would otherwise be insular, and in so doing, it connects us to ideas and values. It creates a relationship that might actually outlast the can and the beverage it once held.
As our reach extends further beyond the farm, I’ve come to believe that what’s on the outside of the can is just as important as what’s inside. Since the inception of our business, Laura Wills has been the guardian of our brand and the design genius behind all of our packaging. As we bask in the afterglow of last weekend’s trade show, during which, once again, our design was praised over and over, I wanted to spill a bit of digital ink sending gratitude in her direction for all the ways in which she helps us tell a beautiful story. Thanks Laura!
- Brent
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