Saved document · 00140.TXT

The Problem With Things That Look Premium

Entry number
0045

Date created
2026-07-14

Last edited
2026-07-15

Location
Shanghai

Category
BUILDING ECOAND

Tags
business, ecoand, taste

Reading time
5 min

File
00140.TXT

Lead photograph for The Problem With Things That Look Premium — label tests / desk · Shanghai · 2026-07-14

The word premium keeps showing up as if it solves the problem. It does not. Premium can mean quiet, but it can also mean afraid to be touched.

I want the thing to feel cared for, not preserved behind glass.

“If the bottle makes people nervous to use it, the design failed.”

Footnote 01: small photographs, captions, handwritten notes, receipt scans, ephemera, image galleries, and audio notes belong beside the writing when they help the memory.

File connections

Related object
Label proof

Related place
Shanghai

Related recipe
—

Related Ecoand project
Ecoand packaging

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