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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 - whereby such attainment for Visual Attraction marketshare positioning and success comes first and primary priority. Where as leaving its' products' qualitative ingredients as secondary

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. 

Thus as a pursuit - providing products for Human nutritional concerns for sustenance. "Colourful" or "expressive" branding and /or "clever" - copywriting; are irrelevant to this pursuit as they only concern exposure of competitive interests. 

"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. Hence, how this start-up organisation is envision is to remain on the production of simple wholefood produces. 

From, Butters, salt, olive oil, potatoes, rice. "Good" or "delicious tasting" are only political grievances and cosmetic labels; 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 these ingredients are what makes the basis of genuine nutritional values. Nothing more. Nothing less. From the production, distribution and delivery of butters, oils, to potatoes. From flours to extraction of protein isolate powders from wholefood sources. 

Understandably those who are unfamiliar with basic fundamentals of cooking or preparing foods are however welcomed. Each and every products comes with a basic instructional idea for this very purpose alone. Each food and product should be designed to encourage self-discipline and creativity out of its user and consumer - to both appreciate and inevitably receives - the genuine nutritional values a human body deserves.  

Contextual discussion /
extra food for thought/s.


Let us take a moment to let this number sink in - 40% of food goes uneaten. Unconsumed. In one city of the world alone.

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 whereby food; is a glamourised, fashion-show-like market commodity?

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 an end-product are claimed to be "Certified Organic" ? Or "humanely" raised? Or "green"-certified? 

Our current paradigm excessively perpetuates waste production. In fact, it even condones food waste production due to vast presentation of consumer choices all for added spoilage. This is largely mistaken as consumer liberalism; as though the more choices one has (through his or her purchasing power), the more meaningful thus such paradigm brings to the greater society.

What happens when one label is being consumed more than the other? Simple. "The Other" - goes to waste.

In many ways, choices remain important to signify different physiological or dietary needs. However, it is our societal-labelling and means of production & distribution that should be highlighted - being the most confounding causality to all such perpetual wastes.  

One (1) human food for one (1) human physiological / metabolic criteria remains & represent only one (1) qualitative goal. Our current system of perpetual consumption BREEDS on quantitative means of sub-qualitative production. Unfortunately, such is our "good" definition of what "efficiency" means. For politicians, bureaucracies and capitalism.   

What remains a critical issue in all of this - is that each food product's purpose is to sustain its consumer's (biological and physiological) context of needs. Not visualised wants. Nothing more. Nothing less. 

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. 


Realistically, No.

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 - are obviously not immune to criticism by any or all sides of political opinions from those of opposing indoctrination/s. 

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