In beauty, every brand looks premium now. The founders who struggle on shelf aren't the ones with bad taste, they're the ones who prioritised aesthetics over positioning. Here's what that costs you, and how to fix it.

Most briefs I receive are incomplete, and that's what makes projects run over time and budget. Here's what a good packaging design brief actually needs, and what most founders leave out.

Most founders who think they need a rebrand actually need a refresh. The two are very different, and choosing the wrong one is an expensive mistake. Here's how to tell them apart.