Commit to the bit
One tone, everywhere. "Three rolls. Because one is not enough and four is too many and we thought about it a lot." Honesty about a product with nothing to hide becomes the positioning.
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We Sell Tape
The most boring product on earth, sold like it matters
Brand strategy
Voice
Art direction
Commerce
We Sell Tape is a self-initiated concept brand built around one question: how much can brand do for a product with no difference at all? Tape is the definition of a commodity. Nobody has a favorite, and nobody picks one on purpose.
The answer is a voice and a stage. The voice is deadpan and completely committed to the bit: two options, both are tape. The stage is cinematic: rolls rain onto the page, a single roll trundles across the screen to uncover the testimonial, and the pack turns in the light like a flagship launch. Underneath the joke is a working store, with a real cart and checkout.
First principles03
Launch it like a flagship
Scroll-driven film, a roll that turns exactly as far as it travels, a pack that spins in the light. Giving a commodity the treatment usually saved for a phone is the whole argument.
Ask before you stock
A colorway poll takes a vote and an email for each new color, so demand is measured, and the first buyers are waiting, before a single roll is made.
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