Brand Spirit

Brand Spirit

Updated Jun 28, 2012 at 08:20PM EDT by amanda b..

Added Jun 28, 2012 at 05:13PM EDT by amanda b..

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Brand Spirit is a single topic blog featuring a collection of 100 well-known consumer products painted entirely white.


Brand Spirit[1] was created by New York based branding and design strategist Andrew Miller[2] in March 2012. His goal was “to reduce the object to its purest form” by removing all labels and markings from the item. The first post was made on March 13th, showing a Heinz ketchup packet.


In the 1980s, several companies began experimenting with a “no brand” marketing strategy[16] by manufacturing their items in a way that resembled the the simplified packaging of generic brands.[17] In Japan, no-brand brands have been popularized by Muji[18], a retail company known for the minimalist designs and lack of name on their products. Since there is no specific “brand,” the company does not spend a lot on advertising, relying on word of mouth for their success.[19]


Design and internet culture blog PSFK[3] was the first to report on Brand Spirit on March 21st, 2012. The article encouraged users to go through the images and see if they were still able to identify the items. Throughout May, the blog was featured on Gizmodo[4], The Next Web[5], Trendland[6] and design blog Swiss Miss.[7] The coverage continued from April through June, recieving mentions on the Huffington Post[8], Hypebeast[9], art blog Minimalissimo[10], Digital Trends[11], Business Insider[12], AdWeek[13] and FastCo. Design.[14]


On June 28th, 2012, Brand Spirit was featured on Tumblr’s editorial blog Storyboard[15] along with an interview with the artist, Andrew Miller. He revealed that he started the project while attending the School of Visual Arts in New York after reading about Sao Paulo, Brazil’s ban on outdoor advertising. He also noted that he created these pieces to inspire viewers into asking themselves why we buy the things we do and what it means to live in a consumer-driven world. Since the project ended on June 19th, 2012, Miller has thought about turning the objects into a photography project, placing them in contextual scenes where the items would be found in everyday life.

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