Information is good. Pictures are nice. But if you want to win my heart, give me words. Give me something to read.
Trader Joe's understands my need to read—and my need to be cajoled and humored. Here are five sides of the TJ private-label tissue box: five chapters of a charming little story that's entirely of a piece with the whimsical, verbose, mock-old-timey Trader Joe's brand:
On a much larger scale, but still in storytelling mode, is South Africa's Kulula Airlines. The airline calls itself "no-frills," but it's lavish with words that answer my questions about what's going on inside. (Via Swiss Miss.)
By the way, "Kulula" is a Zulu word that means "easily." And it's fun to say.