Paynter’s 10/10 label copy

We've got a lot of love for Paynter here at DWG. We both drool over their chore jackets. We love their slow approach to business. We loved their pandemic messaging. And, most of all, we love that their whole brand is about attention to detail and enjoying the good things. And what says attention to detail and enjoying the good stuff more than a label in their jackets saying "eat a bowl of Coco Pops". No notes.

We find ourselves saying this a lot, but there's real power in surprising a customer and making them smile. A hidden bit of copy in your footer. A clever 404 page. A label like this.

Plus, our brains love it when we expect to read something and find another thing instead.

Neuroscientists call it a reward prediction error. When reality exceeds expectation, your brain flags it as "hey, this is important". Dopamine fires and you commit to memory. Your brain also logs those feel good hormones as related to your brand too.

Plus, there's also something called schema incongruity theory. Basically, it's a very academic way of saying that we build mental patterns for everything, including brand comms and labels and everything else. Breaking that pattern is a way to really get noticed.

(And as this Paynter label has been shared around for years, we'd say it works.)