We’ve all encountered it. A client arrives with big ambitions and a familiar request: “Can we make it look like this brand?” They present a collection of ‘inspirational’ references, often drawn from successful campaigns or popular international brands, with the hope of replicating their success. As brand strategists, this is something we’ve faced for years. Right from the beginning, we’ve made it a point to say no to these requests. The reason is simple: originality is not a luxury — it’s essential. The clients who understand this are the ones who stay with us. They trust us to craft something uniquely theirs, something that will stand the test of time. As the old saying goes, “What you do speaks so loudly that I cannot hear what you say.”

But not everyone sees it this way. Just this year, we’ve seen the consequences of brands taking shortcuts. A leading snack company had to take legal action when a competitor blatantly copied its design, resulting in a forced recall of all the infringing products. Another health bar brand invested heavily to correct its packaging after it was called out for being a direct copy of a rival’s.

And it doesn’t stop there. A local skincare brand, beloved by its loyal customers, chose to replicate the packaging of an international competitor down to the finest detail. Meanwhile, two local ice cream brands are currently locked in a public dispute over suspiciously similar packaging — both of which, ironically, are copies of a long-established global brand. The result? Public squabbles on social media, legal threats, and irreparable damage to their reputations. As the proverb goes, “A borrowed cloak does not keep one warm.”