CW Shelf
What we’ve learned building brand worlds for consumer brands.
May 10, 2026 · 5 min read
Why Stock Photography Is Dead for CPG Brands
Stock photography was designed to fill gaps, not to carry a brand. When CPG companies use it as their visual foundation, the cracks show fast.
Apr 22, 2026 · 4 min read
Brand Consistency Is Level One. Here's What Grows a Brand.
Consistency is the given. The harder question is how to expand a brand without breaking it.
Mar 30, 2026 · 5 min read
What Makes a Good Shopify Designer for Consumer Brands
The design looks incredible in the presentation. Then it gets built and something is off. Here's what separates a good web designer from one who just makes beautiful files.
Mar 12, 2026 · 6 min read
How to Build an AI Photo Campaign for Consumer Brands
One good prompt makes one good image. A coherent AI photo campaign needs a creative system. How CPG brands go from forty random images to a brand world.
May 21, 2026 · 5 min read
Flannery O'Connor before Vogue: how we named Rouge & Tate
Most brand projects start with a moodboard. This one started in books. Inside the archetype-driven naming system behind the fragrance house Rouge & Tate.
May 29, 2026 · 4 min read
My Client Uses AI (And I Love It!)
When the client brings the AI references, the brief gets a glow-up. A designer's positive take on AI as a shared starting point — not a replacement.
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We share things we are learning, wins from our clients, project previews, and thoughts from Palu
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We share things we are learning, wins from our clients, project previews, and thoughts from Palu