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Some products become bigger than the product itself.The adidas Gazelle has built decades of recognition, culture and ide...
23/09/2026

Some products become bigger than the product itself.

The adidas Gazelle has built decades of recognition, culture and identity around its silhouette - which makes something as simple as a badge instantly meaningful to the right audience.

It doesn't need to explain the brand. Recognition does the work.

When a product already carries cultural meaning, great merch gives people another way to express their connection to it.

Some brands have an identity people actively want to associate themselves with.That's when merchandise becomes particula...
21/09/2026

Some brands have an identity people actively want to associate themselves with.

That's when merchandise becomes particularly interesting.

For BrewDog, merch gives customers a physical way to express that connection - taking the brand from something they consume to something they can wear, carry, and display.

When people identify with a brand, merchandise gives them a way to signal it.

18/09/2026

Your logo can't rescue a bad product.

In fact, the opposite happens.
Poor materials, uncomfortable clothing, or something that breaks after three uses doesn't just reflect badly on the merchandise - those qualities become associated with the name printed on it.

So remember… every branded product is a small demonstration of what your brand considers good enough.

Merchandise can do something packaging can't: take the brand beyond the moment of consumption.For Pilsner Urquell, well-...
16/09/2026

Merchandise can do something packaging can't: take the brand beyond the moment of consumption.

For Pilsner Urquell, well-designed merch gives people another way to engage with a brand they already know - turning familiarity into something they can own, wear, or use.

That changes the relationship from simply buying the product to actively choosing to display the brand.

Great merch can turn customers into participants in the brand.

A bag has one major advantage as branded merchandise: it leaves the house.For Herbalife, that means the brand can travel...
14/09/2026

A bag has one major advantage as branded merchandise: it leaves the house.

For Herbalife, that means the brand can travel naturally through gyms, commutes, shops, events, and everyday routines.

But that visibility only happens if the bag is good enough to be chosen in the first place.

Don't design for maximum visibility. Design for maximum use — visibility follows.

11/09/2026

There's a simple test for branded merchandise:

Would someone still want it if you removed the logo?

If the answer is yes, you've created a product with genuine value. The branding simply gets to benefit from that value every time it's used.

So the takeaway for design teams is this:

Create the product first. Make it promotional second.

The best merchandise often sits closest to the core product experience.For Nespresso, mugs make perfect sense. They're n...
09/09/2026

The best merchandise often sits closest to the core product experience.

For Nespresso, mugs make perfect sense. They're not an add-on to the brand - they're part of the ritual of enjoying the product itself.

That creates a natural interaction between customer, product, and brand every time the coffee machine goes on.

The closer your merch sits to an existing behaviour, the easier it is for it to earn repeat use.

The question shouldn't be, “What can we put our logo on?”It should be, “What could we create that people would genuinely...
07/09/2026

The question shouldn't be, “What can we put our logo on?”

It should be, “What could we create that people would genuinely value?”

That small shift changes everything.

You start thinking about the recipient, their routines, what they'll actually use, and what deserves a place in their world.

The branding becomes the final layer, not the entire reason for the product to exist.

Start with value for the person receiving it. Brand value tends to follow.

04/09/2026

Good merch creates value before it creates visibility.

A useful bag carries something.

A great bottle keeps your drink cold.

A notebook captures an idea.

Those benefits exist regardless of the logo - and that's exactly why the logo gets seen again and again.

Give people a reason to use the product, and they'll give your brand the visibility.

Some merchandise works because it reminds you of a brand.Other merchandise works because it reminds you of a place, a mo...
02/09/2026

Some merchandise works because it reminds you of a brand.

Other merchandise works because it reminds you of a place, a moment, or an experience.

For The Notting Hill Bookshop, that's what makes merch particularly powerful. It gives visitors something tangible to take away - extending the memory of the visit long after they've left.

The product becomes more than a souvenir. It becomes part of the story.

When a brand is tied to an experience, merchandise gives people a way to take that experience home.

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