Brand design for brands that matter to people today | B&B Studio

Founder insights for developing brands in uncertain times. Chapter Two: Do the right thing.


The last few months have forced businesses to re-focus, often as a matter of survival. For many brands, it has undoubtedly been a difficult time, but it has also helped bring perspective and clarity to what people truly want and need.

As we move into a new phase of uncertainty post initial lockdown, it’s important to keep focused on progress, and we find ourselves returning to the pearls of wisdom unearthed during our recent B&B X Founders project #bandbxfounders.

Chapter One of our founder insights for developing brands in uncertain times covered the 'Fuck It' mindset - when the world isn't playing ball anyway, it's much easier to think differently. Next up...


Survival mode is activated. You’ve stripped the fat, shrunk the budget and got a whole lot better at saying no. But perhaps a global pandemic isn’t the best time to just look after number one.

Generosity is key to the founder mindset. Virtually all the brands we’ve helped create have an altruistic heart, and none more so than Kit & Kin, the sustainable baby brand that is busy replanting rainforests as we speak. Is anything more important than protecting the planet? asks founder Chris Money (pictured). For Duppy Share founder George Frost, generosity means being helpful, useful and giving people your time, while Phil Davison, founder of Mother, warns against making crucial brand decisions based on price: It’s a trust thing. Find the people that get you and do great things together.

The moral of the story is that when everyone is in the same boat, don’t cut back on the kindnesses that keep us all afloat.

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