LAYER BY LAYER
Fatema RajaWeekly essays on design, brand and culture.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 20 | Subscribers | Read | fatemaraja.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
The Design System Starts with the Packaging, Not the Logo.
Pick up a product. Any product from a category where what is inside the container is invisible: a serum, a perfume, a face oil, a protein bar. Before you read the label, before you register the brand name, before you have processed a single...
Appreciation Over Aspiration: A $600B Shift in India's Consumer Mindset
There is a particular kind of spending guilt that belongs to a specific generation of Indians. The guilt of buying something good when something cheaper would have done. The guilt of not waiting for a sale. The guilt that arrived whenever m...
The strongest brand identities are extracted from the product.
In 1896, architect Louis Sullivan was staring at a problem nobody had faced before. The steel frame had just made the skyscraper structurally possible — buildings that could rise ten, fifteen, twenty storeys above the street — and nobody in...
Stop Thinking in Archetypes, Start Building in Genres
Over 30,000 new consumer products launch every year. Thousands of brand strategists. Tens of thousands of workshops. Hundreds of millions spent on identity, positioning, visual language, tone of voice. More brand thinking than at any point ...
Authors
The writers behind this newsletter.
Design and Creative Direction for consumer brands. In my weekly newsletter LAYER by LAYER. I peel back layers of design, brand and culture.
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