It’s great when you feel like a brand’s going that extra mile to entertain you, and recently I’ve been lucky enough to happen upon not 1 but 2 examples.

Design: PUMA

I bought a pair of Puma trainers the other day, and when I got home I noticed this barcode on the box:

It’s a cage with bent bars, because the puma’s escaped (and … ermm … found its way onto your feet)! Whilst this lovely detail doesn’t actually function as a barcode, it sets up a pleasurable moment of discovery which reinforces your decision to choose the brand.

Copywriting: HENDRICK’S

I’m partial to the occasional spot of gin, so I decided to sign up to the Hendrick’s Curiositorium, which keeps you updated with the brand’s latest events.

On the page where you fill in your contact details, instead of a boring sign-up form, there’s a charmingly written introduction to each information field:

By taking this opportunity to apply their distinctive tone of voice, Hendrick’s have turned an impersonal and frustrating chore into a rewarding task.

Although these creative flourishes may seem inconsequential, they soon add up to contribute to memorable and positive brand experiences.