Brand Concepts: Crafting a World, Not a Boring Ass Business

What if your brand didn’t just sell something, but transported people somewhere else entirely? What if your business was more like a story, an immersive experience, or even better...like a strange and enchanting dream?

That’s the magic of a brand with a strong concept. It’s not all business. It’s worldbuilding.

One of my favorite themes from folklore is the faerie feast. It's a spread of glistening fruits, honey-drenched pastries, and goblets overflowing with golden wines that shimmer like starlight. Wildflowers and thorns snake through silver platters, and the scent of something sweet - almost too sweet - hangs heavy in the air.

Around the table sit fantastical creatures draped in gossamer garments, their eyes glowing with secrets, their smiles curling into points. They wait for you to take a bite. For the glamour magic to fade and reveal that...gasp...maggots crawl through brie! They wait for you to take a sip so their plan can to come to fruition - you will be stuck in the faerie realm for the rest of eternity.

Just thinking about it now makes me wish I could attend one. Although, I'm not sure that I could overcome the temptation to have just...one...taste.

One of the most popular faerie feasts in media is in Pan's Labyrinth. You remember the Pale Man, right? I mean, how could you forget?? He's the eerie, saggy, skeletal creature with eyes in his palms.

I asked myself: What would it look like if the Pale Man opened a restaurant?

My goal was to create something that feels welcoming at first glance, as if to lower your guard. But, upon further inspection, you realize that it all feels a little...odd.

Introducing the concept: The Forbidden Feast

I actually create concepts for most of the brands I work with (anyone that books my Full Branding Package gets one). I've never been into the idea of stopping at brand design - I want to make your people FEEL something.

A concept is a story, a visual and emotional language rooted in a unique theme that seeps into every single thing you do. From your brand's visuals to what you say.

It's the theme that encompasses all of the experiences, the feelings, and the vibes. It's created as a guide. As a roadmap for the entirety of your brand.

For a clothing brand I worked with recently, the concept was "The Dark Maiden". All about this character, The Dark Maiden, who walks the delicate line between shadow and light. Like Persephone, she is a creature of two realms, finding strength in both her maidenhood and her knightly valor.

For another brand, the concept was Venue & Veil. It may sound like a wedding brand at first, be I'm talking about small concert venues and the veil between worlds. It captured the contrast between the mundane and the enchanted. It's a brand that embodies the spirit of rebellion and the allure of the unknown. It smells like smoke, rain on pavement, leather, and cherries.

Because I love creating conceptual brands, I didn't stop at design when it came to my Pan's Labyrinth inspired passion project.

But first, let's talk about the design choices. I must say, I've never created a color palette inspired by flesh before!!

And the swooping details between the words "Pale Pulp"? Made to resemble the Pale Man's sagging skin, of course.

I fully imagined the entire experience in my head (like drawing a chalk door in order to gain entry). If you've watched Pan's Labyrinth, you know what I'm referring to. If you haven't...well...WHAT ARE YOU WAITING FOR???

I spent more time salivating over the dishes that I envisioned for this imaginary dining experience than I did designing the menu if I'm being honest.

I wanted each meal to feel like something you'd eat at a faerie feast, and I gave them names inspired by the movie: Faun's Offering, Portal Pearls, Ancient Stones, Labyrinth Roots, Pale Man's Feast, The Chalk Door, Ancient Key, and Ofelia's Platter.

I did the same for the cocktails, giving them names like Pale Moon, Shadowed Glass, Labyrinth, The Princess, and Fairy Whisper.

But at the heart of this brand? Temptation. And not just any temptation, but the dangerous kind.

I wanted to convey that in the copy too.

"Know not restraint" is something I imagine a faerie would whisper in your ear, encouraging you to bite into a faerie fruit that will make all human food taste like ash on your tongue.

"To taste is indulgence, to devour is surrender" is yet another line I created for this concept. I want the words to sound as though an ancient creature is attempting to speak to a mortal for the first time in centuries. Is it an invitation? Or a warning?

Yes, this concept is a little dark. Yes, it’s a little weird. But that’s the point.

Here's the truth: Concept brands work because they're unforgettable. In a world of corporate minimalism and boring ass businesses, a brand that can fully immerse its audience and provide interesting experiences? Yeah, it's going to stand out.

It's not about trend chasing. It's not about convincing anyone to shop with you. It's certainly not about poking at people's wounds with pain point marketing methods.

It's about creating something that people want to be a part of.

And that? Yeah, that's freaking magic.

Want a brand that feels like stepping into an entire world? Into another realm?

That's what I do!

I'm currently booking.

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