- T.S. ELLIOT

A good example:
Acme Tin Openers spends years researching, creating and honing the perfect tin opener. They make prototype after prototype, constantly refining the grip and blade so that even a left-handed, arthritic amputee can get a bully beef tin open with out breaking a sweat. The next phase involves manufacture. They work with the factory, tooling dies and testing how they can adhere a mouldable recycled thermo-plastic polymer to a surgical steel blade while keeping the cost down. Now all it needs is an identity. Something that will convey to the consumer why this is the one they should buy over anything else. Fortunately the design agency has been privy to the process from the very beginning and has a great handle (sorry) on what they need. The product is manufactured, packaged, shipped and goes on sale. It’s endorsed by all the safety bureaus. Some celebrity chef gets one and goes on national TV saying it’s the best thing since sliced bread. It wins a design award and soon becomes another ubiquitous household object. It sells for R129.99

An evil example:
Shin Jen Manuflacturing Crompany see glate sales for opener of tins in Amelika. Send number one son to evil capitalist country to bling back opener of tins. Make cheap prastic mould from opener of tins. Plint prackaging on loo paper. Melt old filing crabinets for to make steel blade. Sell cheap, cheap to nice coporlation in West. You buy for onry R14.99.

You don’t consciously think about this when shopping for a can opener, chances are you’re sucking air through your teeth at the thought of paying that kind of money for something that’s just usually there when you open the kitchen drawer. But you buy it anyway. You use it, it’s nice, nothing extra-terrestrial but just right, like you expected. You don’t give it another moment’s thought. Later that year you go on holiday, a nice little self-catering spot up the coast. You whip open the drawer for the tin opener but the sods haven’t left you one. No sweat. Whistle up to the 7-11 and there it is but bugger me it’s almost a tenth of the price. You were clearly taken buy that nice German lady in the exclusive kitchen shop. You get it home and plunge it into the lid of your chakalaka. No dice. The blade bends. And as it bends the chrome flakes off it. That’s odd. You hammer it straight and try again only this time your hands slips of the grip and it bends the other way snapping off an embedding itself into the palm of your hand. Nice.

So do you see?

Acme worked positively to create a product that would endure and they wouldn’t rest until it was right. They spent the energy creating it so that you wouldn’t have to when using it.
Shin Jen worked negatively at ripping off an existing design and traded on visual association and consumer ignorance. They spent no energy in creating it and now you have to employ all your energy in using it.

The benefits to thinking inside the box are:

a)    Nobody else does it
b)    There are no distractions
c)    You stick to the brief
d)    You deliver what is absolutely necessary
e)    And then you get paid

Some of the best ideas are born inside of set boundries. That’s  all. Sorry rebel people.

These double page spreads appeared in Men’s Health magazine.

And women do it too, you know. These ads where made for the campaign roll out in Shape magazine

This one didn’t make it to print. What would your call have been?

Red Bull Big Wave Africa celebrated its 10th anniversary this year. Red Bull approached us to create an anniversary logo. The only condition… don’t change the logo in anyway. Hmm. So we stuck a ‘one’ in front of it. The wave on the logo makes its own zero. One and Zero makes 10. See for yourself:

The Outstanding 100 is a new brand offering by Seasoned Productions. It’s a coffee table book representing South Africa’s top 100 destinations. The concept has international intentions. We have just started work on the edit and design consultation for the Dubai edition.

Our resident doodler - Quasiem (the part time street art punk) - has been bombing again. These illustrations appeared in Men’s Health Magazine:

*Spot the fancy slippers – says he doesn’t want to get any paint on his limited edition kicks… we reckon they’re his secret weapon for evading the authorities.