I love how Longo's is packaging their house roasted coffee. Just look at this gorgeous bag, carefully hand labelled with the roast, including the temperature (!) If the roaster had signed the bag, it would have fit.
Which so totally fits with the house brand mark, "Signature."
[Do they give the baristas training in architectural lettering? Or are all baristas artists needing steady jobs?]
This is a wonderful example of how consumers (like us!) value things that feel personalized and individual. They may be mass-market products, but they feel like neighborhood boutique.
We curate our lives now, to the extent our means allow us. With so much to choose from, how else would we go about it?
How else can you make your big brand look small and boutique?