Price and Flavor

I had an old boss that upheld these as the two legs on which all CPG brands stand.

I’d like to add nutritional value and social/environmental impact as secondary selling points. If you’re selling alcohol, “potency” is also important to the final product.

As designers, we don’t touch the product itself. It’s our job to add value in tertiary ways. Sometimes it just by communicating the above.

We tell stories, and through those stories we add meaning. We signal to like-minded groups.

Let’s not get too big for our britches about that. You can’t eat meaning. But stories live beyond the fleeting moment of use or consumption; culture morphs and changes over years and decades.

To have a hand in that, to participate, to be one thread in that tapestry, that’s pretty cool.