The question posed by the title of this post is addressed by brand strategist, Andrew Miller‘s project, Brand Spirit. For 100 days, he will be dousing famous products with a coat of white paint, “removing all visual branding, reducing the object to its purest form.”  Our initial thoughts: A Heinz ketchup packet still makes us think about french fries, the Wite-Out bottle becomes ironic, a MTA subway card looks like a dog tag, and the all-white Sharpie is still just a Sharpie. As we’ve seen in other projects that play with visual branding – regardless of what’s omitted, brand identity is stronger than words.

Click through the thumbnails below to view other popular items coated in white paint:

Brand Spirit