In brand workshops, I often ask people to bring a picture that represents their brand. Something they feel captures its spirit.
When we ran the session for The Splash Lab, most of the team, being design-led, chose the usual suspects. Aesop. Boffi. Vola. All elegant, architectural, and beautifully restrained. But one image stood out. Magnum. The ice cream.
It wasn’t a joke. It was chosen for its “unafraid attention to detail.”
A small object, perfectly made, confidently presented. Suddenly, the conversation shifted. We stopped talking about other brands and started talking about experience, quality and the small things that make people feel something.
That’s the value of good research. The truth often hides in the ordinary.
You don’t always learn from what’s impressive; you learn from what’s instinctive.
Read the full Splash Lab case study here
