Brand

Author Dan Harfield

The strongest brands carry a clear point of view – one that is translated into every touchpoint and shows up in everything they do, from product form and CMF to interaction and service. 

Here are four that stood out the most…

Not necessarily my taste, but I really appreciate the rigour and brand thinking Nothing brings across its product range, and this latest phone is no exception. The futuristic, slightly retro aesthetic sits right on the edge of what feels current, yet still distinctly theirs. Flip it over and you see the LED display on the back – a small technological flourish that feels completely aligned with their identity.

A strong example of brand expressed through interaction and surface detail.

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I always love seeing Rimowa appear in my feed, and this update to a classic really holds its ground. The strength of the brand is such that you recognise the product instantly, even without a logo. That clarity comes from a consistent commitment to material, pattern and construction that has been carried through over time.

The aluminium grid, the proportions, the finish, all feel rooted in heritage while still feeling relevant today. Consistency, when handled well, becomes identity.

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When I think of brands that execute with real consistency, Polestar always comes to mind. Every layer of their output feels aligned, from overall form and CMF through to digital experience, partnerships and communication.

The Precept is a strong embodiment of that thinking, where each detail reinforces the same design language and values. You can feel the brand in every touchpoint, which creates a sense of cohesion that’s hard to ignore.

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Samsung have been shaping home innovation for decades, and this project shows how that thinking can extend into areas that often go overlooked. Maintenance and replacement parts are rarely designed with much care, yet they play a key role in keeping products in use for longer.

This system of accessories feels considered and easy to engage with – plus, it opens up a more circular approach to ownership. It’s a powerful expression of brand positioning, and a smart move from Samsung into service and lifecycle design.

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