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This Is™ - Humility / Branding Overview

First idealised in 2013, “This Is - Humility™ is concept, fictional self-branding initiative;  a modular typographic branding identity for the budget-conscious - everyday health & nutritional brand designed hypothetically to compete against the comparatively ”no frills”, generic low-cost alternative labels in major groceries chain. 

Designed to attract health conscious, lower to middle income groups who have already established a sound awareness in all aspects of progressive nutrition with sensible affordability in the increasingly difficult economic climate in Australia and (potentially) abroad. 

This is™ - is a minimalist, typographic, modular brand that connects itself implicitly to the product it tries to promote. No fanciful “product” or “catchy-names” for expressing frivolous sense of identity.

This is a branding initiative that never promotes nor emphasizes the need for expressing nor compete for any place nor positioning in the visual attraction marketshare. As such, this is a conceptual brand/initiative that is never fit for competition in the realms of "Advertising". As it only concerns for what the product carries and expresses implicitly for what they are to the hands of the recipient - the consumer; for whom they are likely and already well acquainted with distinguishing what is nutritionally important to their needs of everyday living and sustaining. 

To give a brief example as one of the "products" in conceptual existence - This is™ Coconut Oil / No Hexane / 90% MCTs as the overall product tagline immediately and effectively informs any buyer that it is simply: 1 - Produced without harmful Hexane chemical process and 2 - Contains over 90% MCT as legally disclosed by any / all official certificate of authenticity / extraction reports. Nothing else but presented cleanly and orderly and concise typographic manner.

This approach challenges the conventions of today’s pretentious consumables marketing and of advertising design - in such attainment for Visual Attraction marketshare positioning and success is frivolously redundant to human needs and concerns of a product's eventual recipient (us humans ourselves). What remains transparently important nonetheless - are the inherent implicit product itself, and (how ironic this to be the least visually prominent in today's Normalcy of advertising) - its disclosure of ingredients. 

To put things in retrospect - we buy grocery foods every day/week to and for implicitly one thing and one thing only - to nutritionally supports us to live from day to day. Nothing else matters. This Is™ - as a branding initiative is simplistically designed to give consumers a humble - frame of mindset; enforcing and reminding them in a state of cognitive acceptances that food is simply and implicitly should be personified just that -  nutrition, and micro-nutrients. 

Human nutrition concerns only sustenance. "Colourful" or "expressive" branding and /or "clever" - copywriting; are secondary or even frivolous to such pursuit for physiological homeostasis.   

"Brand Loyalty", Expectations and Competitions

There is a reason why consumer / brand loyalty exists. Because it primarily feeds upon a consumer’s perpetual desire/s via either one or both of these factors interchangeably:

  • One - that directly reaches and appealed to his or her psychological receptors for solely pleasure and hedonism from either past or new experience (aka “thrill” factor). Or sense of mystery from peer pressure, word of mouth.   
  • And two - for communicating and connecting the relativity to that consumer’s intrinsic needs as a means to an end. What brings this product or brand a value - that speaks beyond explicitly but also more implicitly - to the consumer's perpetual needs.


This Is™ - is a brand that focuses on the latter.

It is a brand that does not portray an excessive (as presently evident) consumerist expectation that this brand simply "tastes" better and less "paler" as the ones sitting next to it. Because the very words "This Is" by its own dictates none of those expectations. It expects no superficial or objective competitions. From "taste" to formidable marketshare positioning in its relative industries. 

If there is one distinct difference between this branding intiative to that of other no-frills “Products” portfolio; is that this brand was not envisioned to see itself mass-producing “ready-made” or convenience frozen products.

The very name and invention of "convenience" would only and already perpetuates - demand for accomodating "good" or "delicious" taste in ever more and more compact and time-stressful - criteria of needs. These are already and immediately - frivolous and subjective to human needs.

Butters, salt, olive oil, potatoes, rice - all have "natural" tastes embedded within them. "Good" or "delicious" are only political grievances to further perpetuate meaningless and frivolous - marketshare competitions.  Hence by restricting distribution and production of only wholefood ingredients - already eliminates much of competitive natures as it concerns only towards human sustenance. Nothing else. From the distribution and delivery of butters, oils, to potatoes. From flours to protein isolate powders. 

A "meal" should consists of some self-discipline out of its user and consumer - to pre-emptively learn on such basics of preparing and cooking. Each and every products nevertheless comes with a basic instructional idea for this very purpose alone for those unfamiliar with basic practises. 

consumerism + competitions =
perpetuates waste output.


40% of food goes uneaten. Unconsumed. In one city of the world alone.

Take a moment to let that number sink in. 

Thus within our present realm/s of excess Consumerism together with excessively unconsumed resources / wastes within it - this begs the question as to why should there be a competitive paradigm that exists in the realm of assisting and helping individuals the will and need to survive only through what they biologically need to sustain themselves?

Is there any practical, human-centred reason as to why we have five (or ten) competing different names all claiming to be one same product; be it "butter" or "potatoes" - by which processes of making such a end-product are claimed to be organic ? Or humanely raised ? Or green-certified? 

Our current paradigm excessively perpetuates waste production. In fact, it even condones food waste production it due to consumer choices for added spoilage via consumer liberalism. 

All "choices" are subjective in their motivational origins. But what remains "objective" is each product's purpose to sustain its consumer's (biological and physiological) context of needs. 

Establishing this fictional initiative comes with a challenge. To broadly remind consumers - that a consumable product or a brand should be there to connect to the consumer’s intrinsic and implicit needs. To do so requires an almost risky and juvenile yet as minimalistic as our realm of linguistics allow - for creating that connection.

Simply naming this branding initiative  "This Is" is as succintly compact as our linguistics allow to dispel any or all notions - marketshare competitions. 

Would this brand THRIVE under the  present "BUSINESS" + judicial + bureaucratic systems of "COMMERCE"?


This initiative no matter how seemingly nor validly applicably "realistic" to consumers needs - certainly will NOT survive in the present/current context of so called "lawful" compliances within today’s monetary and competitive-capitalistic system of “markets”. It would surely dissolve in a hindsight regardless of thousands of hours (and beyond) already invested.

After all this is only one work single handedly produced by one individual alone. 

Further the Author argues other things as additional monstrosity of necessities of any start-up businesses - all compounding to that ever more likely impossibility. That of complex taxation, fiscal complexities, politics, intermittent partnership/s ventures, and then overall bureaucracies of possibly running a franchised parent / umbrella brand with sourcing/employing contractors and business rent logistics / properties one after another. 

However, perhaps in an entirely different System (whereby money; as an instrument of value and exchange is not implemented) - everything and all that we know about “visual strategy”, branding and competitive marketing “personalities” as such - would be interpreted very, very differently if such competitive motive/s (towards monetary & profiteering goal/s) do not exist in the first place.  

As a side lifelong wish - this Author can only hope to live long enough to see the possibility of one day perhaps a distant, emerging new plausibility of the so called “Resource Based Economy” - would somehow serve to substitute to feed and resolve much of Humanity’s inflammations and suffering. Whereby no competition exists at all but rather a humanist integration and sharing/s of implicit needs and understanding/s.

This thought alone of course - is a futile exercise in practise. As it remains only as his own personal hypothetical opinion and are obviously not immune to criticism by any or all sides of political opinions from those of opposing indoctrination/s or by whomever the powers-that-be.

As sad and eventual it seems - all this remains therefore - a work of distant imaginary idealism. It will never survive given our greed and disarray/s of human altruism as inherently expected beneath our bureaucratic systems of exploiting utility leverages and interests out of one individual to the next; all of which unadmittedly led to a colossal amounts of deprivations in the process.

This brand cares little about its narcissist exposure by ways of "likes" or "subscribers". All its existence relies upon is via its perpetual, invisible trust of learn and "pay-it-foward" model as free-self awareness, decentralised education; all of which stems from reading digesting the free-for-download MANUSCRIPT.

Thank you.

I would be gladly and eternally grateful to hear any feedback/s and any connections relative to this branding initiative's concerns and contexts. 


With Humility and regards,

(Google+ Page) This Is™ Humility


All product concept renditions are rendered and modelled with MAXON® Cinema 4D

All product concept renditions are rendered and modelled with MAXON® Cinema 4D