Process of Creation
brand universes are the anti bland
A newsletter on upcoming food and beverage trends that offers a curation of brands and aesthetics written by Andrea Hernández.
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Jorge Luis Borges is one of the most recognized Latin American authors, who meshed magical realism alongside themes of mathematics, philosophy as well as divinity —he wrote the infamous short story Library of Babel. In it, Borges makes the case that in an infinite universe, the concept of individuality is null, nothing is original. When it comes to the food and beverage industry, what is giving the illusion of an ever expanding category, one could argue the same: the rise of “bland” or what I love to refer as DTC (direct to copycat) —which I argue in an interview for VICE last year, comes from wanting to borrow from a more established company’s brand equity.
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