Brand strategist Andrew Miller is working on a quite interesting project at the time, named “Brand Spirit”. Every day for 100 days,  he will paint one branded object white, removing all visual branding, reducing the object to its purest form. Can you guess what brand goes with what package?

Heinz

Tabasco

Lincoln Memorial cent

Wite-Out

Sharpie

Kleenex

Trojan

MTA MetroCard

Livestrong

Scotch

Zippo

Photo: Brandspirit

 This is a very interesting take on branding that focuses on iconic packaging and puts out the question – does the purest form of a brands package tell the same story the whole brand is telling? Is it iconic, memorable, original, recognizable? Is it enough?

Though it obviously is for a brand such as Zippo, I personally couldn’t really figure out the rest of the packaging. Some brands from the same branch obviously have the same package form and shape, while they differ in color, type, and story. This should, yet again, teach us a valuable lesson – don’t go for the standard and already tested. Go for something new and original. That way your brand will be recognizable to the max, painted in white or not.

To keep up with this interesting project, visit Andrew Miller’s tumblr.