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POV: you just went down a rabbit hole of what the internet looked like 20 years ago and now you can't stop.
There's something weirdly comforting about seeing how these brands started. Like everyone was just figuring it out. Nobody had it together. And somehow that makes me feel better about my own work.
Let me know if you want part 2. I actually came across more examples that blew my mind!
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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Same skincare brand. Two completely different moods. 👀
If you land as the customer, which direction would you trust more?
① Soft Editorial
Clean, luminous & beauty-led
② Botanical Luxury
Dark, immersive & ingredient-led
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Every element in your identity either traces to a decision about your company or it traces to a mood board. The question stays open until you need a surface that was never scoped.
Then it gets built by copying the closest thing that already exists, and every step in that chain looks reasonable on its own. That is how a brand drifts without a decision behind it.
Added a new case study that I'm so excited to share!
This one started as an unused creative direction from a previous branding project that I still really loved, so I decided to give it a new life as Maple Café.
Swipe to see where it started → and how I adapted the original direction into a playful, nostalgia-inspired café brand with bold typography, warm colors, and celebratory details throughout.
