As I began to say in my previous post, it's funny how more and more brands tell their stories to the customers coming into their stores. 

Enter the world of Khiel's


With its cheerful color products and its labs skeleton with cool Wayfarer glasses on, "Khiel's, since 1851" feels like an old nice pharmacy, with some serious research background, but a funny approach to it. And the story told onto the skeleton adds up to it:

"Meet Mr. Bones. (...) The original "Mr. Bones" skeleton is the actual human skeleton used by founding family member, Aaron Morse during consultations to educate patrons on various ailments and how Kiehl’s remedies would address them. Today, "Mr. Bones" represents Kiehl’s pharmacy heritage, commitment to customer service, education and science."

Endorse the mission of Muji

Now look at how Muji talks about itself. You can't escape the message, it's written in front of your eyes while you're waiting to pay. It reminds you how Muji's mission is all about getting back to the essence of things. And everything in the store is about the simple joy of basic products. As you see in the second photo, they even offer you to tag your product with your own logo : a heart, a star, a home, a flower...

In reaction against the Japanese obsession for brands and logos, MUJI deliberately designs its first products to be simple, useful and without branding. Meant to be basic and timeless, our no-logo products are created to answer needs, no to create them.   

MUJI, short for
Mujirushi Ryohin in Japanese, translates as “no-brand quality goods.”

Oups, a fashion faux-pas

How about a counter-example now?

André claims to offer "fashion shoes since 1900". Don't you feel a little confusion between the old-time classic wording and the actual experience?

Next time you create or pretty up your website's homepage, remember to pay extra attention to the consistency between what you're selling, how you're selling it and why you're claiming you're doing it for.

Because, at the end of the day, people will come back for the experience, a lot more than for the actual product.