We care about typography, composition, materials, photography and detail, probably more than is healthy. But taste is a floor, not a plan. Every studio has taste now. Every template has taste. Taste is the price of entry to a room where nobody can tell you apart.

Aesthetics are only useful when they belong to an idea. Cream of Life could have been another pastel pint with a hand-drawn logo and a sunset. Instead the idea, put the honest part on the front, produced a numeral you can read from the freezer door and a label with nothing to hide. The look followed the idea, and because it did, the look means something.

Remove the logo. Is it still this brand? If not, we had taste, not an identity.

We run two checks before anything leaves the House. Remove the logo: is it still recognizably this brand? Swap the typeface: does the idea survive? If the answer to either is no, we made something tasteful, and we start again.

The goal is not to make something tasteful. The goal is to make something itself.