Most design work doesn’t begin with a blank slate or a dream brief; it arrives via an inbox through inbound requests with existing brands, fixed scopes, and definite constraints.

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Scroll on to see my favorite Shelf Life articles from 2025, in no particular order. 

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Franchises cannot scale endlessly. IP should be treated with a scarcity mindset; the more sparingly they're used, the more valuable they become.

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Recently, I had the chance to sit down with both Panzoni and Messina to explore why trends matter, how they shape their work, and what they reveal about the world around us.

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After a decade of digital dominance, the unassuming catalog is now making a comeback on coffee tables. Talk to designers and brand leads, and you'll hear a shared diagnosis: the digital feed has become homogenous and hyper-templated, while the inbox is numb with promos.

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Interestingly, Coca-Cola’s latest earnings report landed with a surprise. The mini can, the petite, perfectly proportioned, seven-and-a-half-ounce aluminum can, is part of the reason for the brand's increase in third-quarter earnings.

The post Shelf Life 086: ‘This Is Just Enough’ Is The New ‘Treat Yourself’ appeared first on DIELINE.

At its best, "modern heritage" can help a brand honor its past while staying attuned to the present. But, right now, we're seeing it overused as shorthand, a strategic security blanket that signals taste without real thought

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Olive oil brands are making potato chips, and butter brands are collaborating on tinned fish. What might have once felt like novelty now reads as a more common strategy for brands to reach new consumers, expand relevance, and test new ideas without losing their core identity.

The post Shelf Life 084: Brands are Aisle-Hopping And Rethinking Category Boundaries appeared first on DIELINE.

Most CPG updates are evolutionary: a new color here, some kerning there, a press release calling it "iconic" and "inspired by the brand's heritage." So I do appreciate the bold update.

The post Shelf Life 083: Gigantic’s Redesign Wants You To Chainsmoke Candy Bars appeared first on DIELINE.

Authenticity is about whether the final work connects with...humans. J.Crew tried to pass off artificial as authentic and lost. Coca-Cola's AI Christmas campaign abandoned the humanistic magic of the holidays. ChatGPT leaned on human authenticity as a brand strategy and won.

The post Shelf Life 082: ChatGPT’s New Commercials Aren’t About AI, They’re About You appeared first on DIELINE.