Books we read!

1. Whatever You Think Think the Opposite by Paul Arden

2. Manage Your Day to Day by 99U

3. Cradle to Cradle by Michael Braungart and William McDonough

Beginning from the 1980s, the Absolut campaign ran for more than 1,500 executions over a span of 25 years, making it the longest running campaign ever in advertising history. How was this possible?

Good design is fundamental to the success of a brand, but what makes good design great is its ability to consistently communicate the personality and values your brand embodies, reinforcing the messages that your brand wants to convey. The irreverence and playfulness of the Absolut brand, rooted in the design of the iconic bottle, is constantly articulated in the design of its advertising campaign.

The concept of simplicity is only a very recent part of human history in the context of creating our environment… What [the Japanese] found pleasing was a concept of emptiness which is different from the simplicity that was later discovered by Modernism… It seems that being constantly exposed and becoming familiar with various cultures, Japan has actually created a sensibility of ultimate plainness that is liberated from all cultural styles…

In the tea ceremony a principle of emptiness is at work. It serves as a resource of ideas that communicate with and ignites any of a vast range of possible situations, either among people or between the person and the object.

Behind MUJI’s thinking is the idea of applying the simplicity of the products as emptiness… Within the MUJI concept is the idea of discovering within simplicity a luxury that rivals meer appearance.