Brands That Live in the Shadow, But Are Full of Light
Do you have a brand relationship that is, to your thinking, your personal secret— something special, marvelous, your happily loved and savored place? Is there ever a brand that lives on the quiet side, unknown, unseen by many but to a select few—and quested after?
It’s a special restaurant, your favorite, wonderful hotel, it’s that special shop, a hidden bookstore, it’s your personal stylist, a favored barbershop, your secret tiny delicatessen—a tucked-away cheese shop.
A place for…olives?
Can you think of one?
You might be the kind of person that seeks out the unusual— enterprises that are personal—especially selected by you. Perhaps, if you’ve gotten this far, you’re a searcher for the unknown,
you walk out to where others do not.
You go where others care not to linger—they simply don’t know what’s down those stairs—that alley, this tiny alcove, that secret doorway.
You inquire of others, look at maps, walk further, and ask questions,
“I’ve heard about this, where is it?” And these inquiries might not be
for the more timid inquisitor. You’re getting out there, further. And further.
You might recall hearing about a brand concept that was all about rarity—
it was obscure, unknown to any that you spoke to, but rare and highly valued.
What comes to mind for you?
I think about my own rare discoveries, and conjure:
Officina Bodoni & The Stamperia Valdonega— a fabulous press, typeface designer, and publisher of extraordinary books, Verona, Italia.
Philip Poole—
Poole’s Pen Shop, Drury Lane, London
Mad et Len—
a couple of perfumers in Grasse, who make earth-crafted essences.
Weiser Books—
an obscure, occult, antiquarian bookstore—once in Manhattan, then now out in Cape Neddick, Maine.
And a local favorite—Ouroboros, down in Pioneer Square, Seattle— printing, book design and publishing and scholarly imprints by William Kiesel.
The Klingspor Museum—
Letter arts, Offenbach, Germany.
L’Officina Farmaceutica di Santa Maria Novella–
an 800 year old Monastery, Pharmacy, and Perfumeria–Firenze, Italy.
Integrated designer, Axel Vervoodt–
Galleries, Antiquities, Development, Antwerp, Netherlands
Light designer, James Carpenter, NYC.
Fashion, sisterly—
The Mulleavys. Los Angeles, CA.
Go someplace and read about it, The Complete Traveller, Antiquarian NYC.
Or something tiny, like the exemplar of Curtis Steiner, Ballard, Seattle. Or KioskKiosk, someplace mysterious.
None of these are highly promoted—but known in certain circles, this quickly meditated set of gatherings, would be well-known to some. Others, never known.
I’m sure you have
your list of rare brands.
What might
they be?
TIM | Copalis Beach
––––
The Strategy of the Rarest of the Rare
Brand Strategy | Development + Design
GIRVIN Strategic Luxury
GIRVIN Brand Luxe Thinking