Calvin Coolidge was known as a man of few words. One day at a party he was approached by a confident woman who asked:

“I’ve made a bet with a friend that I can get you to say at least three words this evening. What do you say to that?”

Calvin Coolidge replied: “You lose.”

We often get briefs that say too much, try to get the design to communicate too much or the brief just keeps repeating itself.
We have designed packs where we have been instructed to repeat the title in the sub copy.

The recent redesign for coca-cola has gone back to keeping it simple as they used to be. They are now, once again, the real thing.

Innocent are also exponents of keeping it simple. Their message is clear. But it’s also infused with a sense of fun. It feels real. They don’t need to clutter their packs with lots of messages. But they know who they are and what they stand for.

Sometimes, like Calvin, the less you say is more memorable.

(Many thanks to Wikipedia for the Copy Left Image)