FROM THE DESK | ISSUE 015

FIELD NOTES | The Real Cost of Cheaper

“If cheaper works, why pay more?”

It’s a fair question. One we hear a lot, and one we’ve asked ourselves. And on paper, it makes sense. Why drop extra cash if there’s a less expensive option that technically does the job?

But let’s run it back for a second…

Instant coffee is cheaper. But there’s still a lineup out the door every morning for $6 flat whites.

A motel room is cheaper. But boutique hotels book out months in advance.

Even the bus is cheaper than a flight. But I can bet you that almost all of us will still opt for the plane.

So, what gives?

It’s because “cheaper” often comes with its own hidden costs. Time, stress, uncertainty, and do-overs. And in business, those costs add up fast.

Paying for a premium service isn’t just about the thing you get at the end:

• It’s about how you get there.

• It’s the peace of mind that the job’s getting done right.

• It’s the time you save not micromanaging or going back and forth.

• It’s the clarity, the professionalism, the outcome you don’t have to second guess.

So yeah, if your goal is to spend the least, then by all means, have at ‘er, go cheap. But if your goal is to build something strong, smart, and set up to last. That’s when premium pays off.

A way we like to think of it as:
Cheaper = minimum spend. Premium = maximum return.

There are times for both, just choose wisely.

FRESH OFF THE DESK | Nostalgia on Tap

We’re in the thick of it right now. Deep into that mid-project rhythm where things are taking shape, but not quite ready for the big reveal.

It’s that sweet spot between concept and completion. The stage where ideas are flying, designs are getting sharper, and brand worlds are starting to come alive.

We’ve got a bunch of projects running in parallel, with some are just about to wrap and others in their early stages, getting their first taste of identity. But one thing’s clear: the death of “blanding” is very real, and we’re embracing it with open arms.

More and more, we’re building brands that feel nostalgic, handmade, and full of soul. Think retro details, heritage grit, and a dose of human charm that makes you feel something. No sanitized minimalism. No over-designed sameness. Just honest, character-packed design that sticks.

It’s a highly creative stretch for us, and while most of these projects aren’t quite ready to make their debut, we wanted to share a few sneak peeks from the desk.

Catch a glimpse of what we’ve been cooking up below. We’re looking forward to sharing the final identities soon.

ON OUR RADAR | Filson

Now I’ve mentioned this brand to a few people recently and got nothing but blank stares. And honestly, I can’t let that slide.

Much like we said with Buck Mason a few issues back, Filson is one of those brands that absolutely nails the full brand universe. They’re past just sell jackets or bags. They sell timelessness, story & legacy.

Their tagline? “Might as well have the best.” And they back it up.

Filson’s been making gear since 1897. Originally built for prospectors headed into the Yukon during the gold rush. Everything they made had to hold up in seriously brutal conditions. Fast forward over a century, and that same standard still runs through everything they put out.

We’re talking rugged waxed canvas, heavyweight flannels, and tin cloth duffels that’ll outlive your road trips. It’s built-to-last gear that feels earned. The kind of pieces that get better with age, look better the more you use them, and can be handed down generations.

But in my eyes here’s what makes Filson really special: It’s not just the products, but how they tell the story.

From their photography to their campaign writing, to the look and feel of their retail spaces and content, they’ve created a brand world that feels lived-in and aspirational at the same time. You want to step into it. You believe it. And that’s what good branding does.

It ties right into our earlier section: when you choose premium, you’re not just buying the product, you’re buying everything that went into it. The thought. The quality. The experience.

So if Filson hasn’t hit your radar yet, you gotta fix that.

Rory

That’s all for this week folks.

A little food for thought on why premium wins, a peek at what we’re cooking behind the scenes, and a love letter to one of the best-built brands out there.

Whether you’re here for the insights, the inspo, or just a break from your inbox chaos, we’re glad you made it. Catch you here next Monday.

Rory & Suz