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Does a brand system need more rules or fewer?
Norr & Co. taught me fewer, but unbreakable ones. Two things never change. Everything else is allowed to get weird.
How fast can you tell a brand idea is weak?
Mine went flat the moment I tried it on a bakery and a late-night bar at the same time. Test your idea on your two most different cases first.
Fewer, unbreakable ones > 50 flexible rules. That bakery vs bar test is brilliant to check if it's a real system or just decoration. 🔥
Testing the bakery and late-night bar first is a practical stress test for the identity. The interesting question is what stays recognisable when the mood changes. Which two elements did you decide should remain fixed?
Testing a brand idea on your two most different cases first is a smart tip. The Molla and bar applications show how well the system stretches across both moods. Really nice work.
Testing on your two most opposite cases first is a great filter. Same applies to messaging: if the line works for both, it's real.
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