What Should Your Brand Look Like?

Every brand needs a look—but how do you create an eye-catching design that’s true to your company’s purpose? Here, six business leaders explain how they did it.

1/ Design that beats the competition

"The food delivery space is extremely crowded, and our competitors have raised over $20 million each, while we've never raised a Series A. So we couldn't rely on huge media budgets or celebrity endorsements. Instead, we focused on the aesthetics of our experience, so that photos or videos of our food would grab people's attention on their Instagram feeds. Our meals are packaged in reusable glass jars with millennial-pink lids, and reusable oval, pastel bento bowls that look like Easter eggs." -JULIE NGUYEN, cofounder and CEO, Methodology

2/ Design that reflects your customers

"Because we intended for our pots and pans to be sold globally, we wanted to use shapes that felt familiar-yet new-in the East as well as the West. So we took our favorite elements of Japanese design and mashed it up with mid-century Scandinavian design, and added a contemporary perspective on colors and finishes. We wound up with a product that was a little retro, a little futuristic, a little minimalist, and a little maximalist. And when pitching the products to retailers, I've realized they really want to know the stories behind the design." -MJ TRUONG, head of brand, Meyer Cookware

3/ Design that amplifies your purpose