Words All Over

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:

 

 

 

 I really, really need this reminder.

 

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.

 

Comments

[Susan Champlin]

So brilliant, and I'm delighted if not surprised to see Trader Joe's leading the pack. Their Fearless Flyer has always provided hours (well, minutes) of amusement.

[Natalia M. Sylvester]

I love that tissue box! Each part made me think right away of instances when I had to use tissue like that, especially the last one. It's just so universal and relatable. Really good stuff.

[Duchesse]

Makes me appreciate the product, smart!

[Kelly Parkinson]

I love that plane! Even if such a great concept were allowed to exist here, I bet the TSA would insist on whiting out all the lettering--you know, so the terrorists couldn't figure out where the co-captain sits.

[Laura Payne]

I don't normally shop at Trader Joe's but I think I will go just for the tissue. Thank you for sharing. I love it.

[Bobbie Altman]

I so get your 'need to read' which started for me at an early age. I absolutely had to read the cereal box while I was eating my cereal and today, I don't do breakfast without the morning paper. I love your examples - especially the tissue box. So much more interesting and smile provoking than Costco's bland designs and less than exciting colors.