If a bottle of Tabasco has no label, does it still taste as hot?
Andrew Miller works at Carbon Smolan, an agency that specializing in design and branding in NYC. Between his job, his ad-packed city’s streets, and his masters program in branding, it’s safe to say he is bombarding with labels all the time.
After hearing a photographer speak about capturing “the essence of the subject, rather than the appearance,” Miller got an idea: He would whitewash one product (costing under $10) every day for 100 days.
And thus the blog Brand Spirit, was born.
“I became captivated by the idea of presenting the essence of branded objects from different categories to uncover new connections and meanings,” Miller told BI.
The pictures are captivating and take the products completely out of their element. They also show that a product’s shape or the dimensions of its packaging can be just as important as its colours, logos and trade dress.
'The response to the original Nintendo controller from the NES was very surprising,' Miller told Business Insider. 'Most of the objects get between 25-200 notes on tumblr, Nintendo got over 7,000.'
'The second most popular image is the Polaroid camera,' Miller continued. 'My sense is that nostalgia for the brands we love is very evident from the images people are responding to.'
'One of my favourite parts of the project is seeing the objects in a new way through the painting and photography process,' Miller said. 'The Maxell tape is one that turned out more interesting than I thought. It has an almost humanistic feel, with the holes reading like eyes.'
'The Converse and the Yankees cap were the most difficult because the fabric absorbs the paint beyond what I expected,' Miller told BI.
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