Published October ‘26
Our pantry is serious business.
Pickles just so. The on POINT chilli oil I’ve crossed town far too many times for.
And Fix & Fogg choc-nut butter, the one lunchbox spread our whole household agrees on.
Some actual nutrition, plus that 90s nostalgia Nutella-esque hit (sans the palm oil).
We know exactly what’s in those jars. If you were that chilli oil, you’d know it intimately too.
Every ingredient, texture, crunch and zing. Every bit of care.
But rarely, does anybody get to taste-test first.
They only see the label.
This delight of delights found at good old Woollies
Same goes for your business.
While you live, breathe and dream about every part of your offer from inside your business-jar and know you’re the best choice on the market—
Can someone who’s never bought from you tell what makes you better?
If they’re reading your ‘label’: (your people, signage, website, the services you write about—all the bits in your brand-world) it’s telling them something.
But from where you are inside the jar, you can’t always see clearly what that is.
That’s not a design problem. That's where brand perception comes to the party.
It’s also why I’m so lucky to do what I do: build close partnerships that get to really know a business, but still objective enough to see it the way customers do.
I’ve been doing exactly that alongside Rhino Projects for more than 10 years.
We’ve partnered through growth, change, new markets and new offers.
I don’t just deliver on the brief, I help define the brief.
What the actual challenge is, who we’re talking to and how we solve it.
(And help make sure it lands from the outside, every time).
Which is how, gratefully, I end up with feedback like this:
“Lynley’s clear communication and attention to detail has helped Rhino’s brand grow well above my expectations.”
—Ryan, Director, Rhino Projects
Brand and design—and strategy—is not a means-to-an-end to looking good. (Contrary to the ‘paint-by-numbers’ jibe my mate Tom* loves to poke a stick at. Cheers mate 🎨).
Proper branding makes sure people recognise the value that’s already there.
Gets them in the feels in a way that sums up just how delicious / timely / slick / spicy / premium / fast / skilled / adaptable / unique your offer is.
So the right crowd can’t help but feel the pull and be lured right in.
And they feel your brand in their bones.
So, honest question: does your label do you justice?
If you’re not sure, that’s usually your answer.
Hit reply and I’ll take a look.
Lynley @ Lannd
P.S. Yes, I just plugged a chilli oil in a newsletter about branding. Unpaid and unprompted. I’d do it again. That’s what a good label gets you.
P.P.S. *Tom’s name creatively changed for story purposes
Image credits:
Blog Cover: via @byammedia
Rhino Projects Trailer Image: via @byammedia
Pickle gif: @dearmediastudio via Giphy
First published October 2026.
This content is for general information only and not intended as specific advice.
