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For a brand like BrewDog, merchandise has to feel as bold and self-assured as the brand itself.These totes work because ...
29/04/2026

For a brand like BrewDog, merchandise has to feel as bold and self-assured as the brand itself.

These totes work because they don’t just carry a logo - they carry attitude.

Practical enough for everyday use, but distinct enough to feel like part of the brand world.

When merchandise captures brand personality, it becomes something people choose to carry - not just something they’re given.

A tote bag only works if it earns a place in everyday life.With IKEA, the challenge isn’t recognition, it’s relevance.T...
27/04/2026

A tote bag only works if it earns a place in everyday life.

With IKEA, the challenge isn’t recognition, it’s relevance.

The product needs to feel as practical, accessible, and considered as the brand itself, so people choose to carry it beyond the initial moment.

When a simple product aligns with how people already live, it stops being merch and starts being part of the routine.

24/04/2026

If your merch is used daily… it’s working daily.

That’s the difference most brands overlook.

A product used once creates a moment.

A product used repeatedly creates familiarity - and familiarity builds preference over time.

Don’t just measure success by distribution.

Measure it by how often your product shows up in someone’s routine.

With a brand like Tesla, expectations are built around performance, precision, and design.These backpacks work because t...
22/04/2026

With a brand like Tesla, expectations are built around performance, precision, and design.

These backpacks work because they reflect those same principles - functional, minimal, and engineered for real-world use.

It’s not just about carrying a logo, it’s about carrying something that feels aligned with the product itself.

When merchandise mirrors product philosophy, it reinforces brand trust without needing to say anything.

Not all merch is about everyday use… sometimes it’s about the moment it creates.This piece for Missguided works because ...
20/04/2026

Not all merch is about everyday use… sometimes it’s about the moment it creates.

This piece for Missguided works because it fits the brand’s world: bold, playful, and made to be seen and shared.

When merchandise aligns with context and energy, it becomes part of the experience - not just an add-on!

17/04/2026

Merch that quietly builds preference…

Not through noise or attention, but through repetition.

Used often, seen often, and gradually becoming familiar.

That’s how brands move from being noticed… to being chosen.

Preference isn’t always built in moments, it’s built in habits!

Some of the most effective merchandise is also the most frequently used.A journal like this for Alumier isn’t just seen ...
15/04/2026

Some of the most effective merchandise is also the most frequently used.

A journal like this for Alumier isn’t just seen once - it’s opened daily, handled repeatedly, and relied upon over time. That frequency quietly builds familiarity and trust.

Takeaway for marketers:

The more often a product is used, the more naturally your brand becomes part of someone’s routine.

Playful brands need merchandise that carries the same energy.These badges for Ben & Jerry’s work because they feel fun, ...
13/04/2026

Playful brands need merchandise that carries the same energy.

These badges for Ben & Jerry’s work because they feel fun, expressive, and instantly recognisable - something people are happy to wear, not just collect.

When merch captures brand personality, it becomes something people choose to show off.

10/04/2026

Merch that works when no one’s watching.

The real test of branded products isn’t when they’re handed out, it’s when they’re used later, out of sight, without any prompt.

That’s where behaviour takes over.
And where brand value quietly builds.

If your merch only works in the moment, it’s not working hard enough.

Design for what happens after.

For brands like Murray McDavid, detail matters.These badges work because they reflect the same sense of craft and charac...
08/04/2026

For brands like Murray McDavid, detail matters.

These badges work because they reflect the same sense of craft and character found in the product itself - considered, distinctive, and true to the brand’s identity.

When merchandise mirrors product quality, it reinforces trust without needing to say a word.

Before a product is used, it’s imagined.This stage — sketching, refining, testing — is where most of the real thinking h...
06/04/2026

Before a product is used, it’s imagined.

This stage — sketching, refining, testing — is where most of the real thinking happens.

Not just how something looks, but how it’s held, carried, and lived with.

For something like a Deliveroo bag, design isn’t decoration — it’s problem-solving.

Balancing function, durability, and brand presence in a way that works in the real world.

The best merchandise starts with behaviour, not aesthetics.

Design around how it will be used — everything else follows.

03/04/2026

Good design gets attention.

Great design gets reused.

Attention is easy to measure — impressions, clicks, engagement.

But reuse… that’s where the real brand value sits.

Because every time a product is picked up again, it creates another quiet interaction with your brand.

No media spend. No reminder.

Just familiarity building over time.

From a behavioural perspective, repeated use strengthens preference.

Not because people are persuaded - but because your brand becomes part of what feels normal.

So don’t just design for the first impression…

Design for the second, third, and fiftienth use.

That’s where great merchandise outperforms everything else.

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