Every brand says be yourself. Then retouches you into someone else.

UNBEHAVED keeps what the others erase. The pore. The lip worn past its edge. The red left on a glass after she’s gone. Proof a person was there.

Here’s where I got stuck. The wine red. I wanted it as the brand’s signature, everywhere, ownable. But the more I used it, the cheaper it looked. So I cut it back to almost nothing. One accent, one moment per layout. The restraint is what finally made it read as luxury.

Still not sure I pushed it far enough. Part of me thinks the strongest version uses the red once in the entire system and never again.

Art directors, brand designers, where do you land on this? Is a signature colour stronger when it’s everywhere, or when it’s almost never there?

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