Why design isn’t a commodity You can buy a bottle of Coca‑Cola anywhere in the world and it will taste the same. That’s because Coke is a commodity. Predictable. Standardised. Replicable. Design doesn’t work like that. Design is coffee. Not all coffee is the same There’s instant coffee. Fast, cheap, functional. There’s good café coffee. Reliable. Well made. Consistent. And then there’s specialist coffee. Thoughtful. Dialled in. Memorable. They all technically do the same job,

It still feels surreal to write that. Two years ago, I took a deep breath and launched my own business – just me, my MacBook, and a big...

I was having a stroll through my local supermarket when some packaging caught my eye. It was Greene King's craft beer. Now, I am no beer...