In the latest edition of Meios & Publicidade, Ricardo Pinto Correia, Head Designer at Shift, pens an article that challenges the way we think about branding in 2025.
Starting with examples such as Liquid Death, NotCo, MSCHF and A24, the text shows how today’s most relevant brands have stopped simply selling products and have shifted to creating culture. These are brands that don’t ask for permission — they assume a clear identity, an audacious aesthetic and a positioning with soul.
More than provoking, these brands hit an essential point: they express the truth of the product, the service, the business. Because creativity outside the box only works when there is real substance inside it.
The rest is just packaging… and no one is swayed by empty packaging.
It’s worth reading the full article, published in Meios & Publicidade, to understand what truly makes a brand relevant in this new era — and to remind us that the most powerful branding isn’t the one that shouts loudest, it’s the one that is felt.
Full article available here.