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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. With no fancy “product” or “brand names” for superficial identification & motive/s. 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 customer; 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 market - in that they see the brand name first as its’ persona for Visual Attraction marketshare positioning and success, and then - the inherent implicit product itself, and (how ironic this to be the least visually prominent) lastly - 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. 

...And never to see its' consumers as source of revenue or income by way of enticing fancy personifications by way of branding and /or "clever" - copywriting.   

By simply naming the brand modularly as “THIS IS” - It is a brand emphasizing upon the need for consumers to implicitly and concretely identifies each and every product as ONLY, and simply and essentially as it naturally is to them and for them without such a brand “name” attached or giving a further commercial persona or flair to the brand in the first place. Hence giving each item a simple yet, direct - way to connect its’ consumers for providing only the essentials and explains them succinctly AND implicitly for what they are, and what it means for them. 

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 of “Products” portfolio however; is that this brand is not envisioned to see itself mass-producing “ready-made” or convenience frozen products. Some realistic way of thought must thus be given;  because these markets existed to those who uphold for their budget and readiness convenience rather than their implicit attentions given on the ingredient and nutritive values of each product themselves. Hence this conceptual brand if were envisioned as an actually known, established grocery brand in today's commercial paradigm - would only concentrates on the distribution and delivery of basic wholefood ingredients themselves - from butters, oils to potatoes. From flours to protein powders. 

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, rat-race trading paradigm exists in the realm of assisting and helping individuals the will and need to survive only through what they biologically need to sustain themselves? This Is™ - is a hypothetical branding platform where it promises the consumers all the nutritional goods of each and every product as it is. The brand name has no influence whether it should taste or perform as good as its competitors.

Hence, comes the need for me to establish this fictional initiative to challenge as well as 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 - forcreating that connection.

Of course, by means of certainty all these is only an envisaged, work of fiction. My book / manuscript Humility Through Frugality however is entirely non-fictional based on real, progressive anecdotal account and serves entirely as the "activist" arm of this entire concept branding initiative.

On the other hand - This Is - as the "concept" branding of a start-up organisation - 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 despite thousands of hours invested.

After all this is only one work single handedly produced by one individual alone. He, the author and designer alone - struggles to make his own ends meet.  Nobody else but his own eyes and ears bear witness to every pain/s under the skin.

Further he argue 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 - I 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 my 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, leading to a colossal amounts of deprivations in the process.

...And thus, I could only say thus far in my industry years - nothing has ever come to the sheer scale of this branding and project initiative. All just to remind us all one thing and one thing only - we are all constructed out of the last remnants of our own past mistakes, interpretations and coercions. Nobody else but us our former selves - were the greatest teachers whom have never lived past our own vices.


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