Twenty years of shelf, in writing.
Editorial · POV
Working notes on FMCG packaging, retail strategy, and the brands that earn the shelf they sit on. Written by Morice Kastoun, founder and creative director. New pieces published when there is something worth saying.
Why most supplement brands look identical.
The vitamins aisle is a sea of white, blue and green. The category has trained itself to look the same. Here is what to do about it.
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Heritage rebuild. When to keep, when to burn.
Heritage equity is the hardest asset to manufacture and the easiest to throw away. A working rule for what stays and what goes.
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Coles, Woolworths, Chemist Warehouse. What they actually want to see.
After twenty years pitching packs to major retailers, a few patterns are clear. What category managers reward, what they reject, and how design changes the conversation.
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Pet wellness is the next supplement category.
What happened in human supplements is now happening in pet. The brands that win the next decade are starting to look like premium consumer products, not vet shop products.
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