On Product Identity

Every now and then (like every two or three years so not that often) I hear or will read someone say “Is there a Brand New but for [blank]?” and sometimes it’s about websites, sometimes about wayfinding and signage, sometimes about advertising, etc. Well, if you have ever wondered “Is there a Brand New but for Product?”, there now is! Tel Aviv, Israel-based Itay Dreyfus has started Product Identity, a publication where he writes about what gives a product its identity. The two products reviewed so far, Whereby and Are.na, make for some pretty good reads.