Design Is Coffee, Not Coca‑Cola

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, but the experience and outcome are very different.

Design follows the same pattern

Anyone can produce something that looks like design.

What differs is the level of thinking behind it.

Strategy, experience and care are what separate functional output from work that actually supports a business.

Why price comparisons miss the point

When design is treated like a commodity, decisions are made on price alone. The assumption is that the output will be broadly the same.

It isn’t.

The real difference shows up over time:

·      How easy it is to use

·      How well it adapts as the business grows

·      How confidently it represents the brand

Choosing the right kind of design

Design isn’t about caffeine. It’s about craft.

And like coffee, the right choice depends on what you value, how often you need it, and what role it plays in your day‑to‑day life.

But treating it like Coca‑Cola rarely leads to memorable results.