Branding & Identity
Update: Commenter Max Shelley has not only dug up the original video but juxtaposed them, YouTube Doubler-style, in an absolutely uncanny comparison video, embedded below, and it's holy-crap-I-sh*t-you-not dead on. Good work, Max!
Seeing as toilet humor never gets old, we were very interested to stumble upon a company called Remade Co., which gives a veritable swirlie to a certain New York City-based design company. We've seen similar variations on the theme of painting a handle before, but Remade is a parody par excellence: The website is dead ringer (or should we say plunger) of its target, and the product lineup is at once entirely on-brand and completely off-the-mark.
profile video (below), which I assume is a shot-for-shot remake (get it?) of an original that I was unable to dig up as of press time, an unidentified jester goes by a hyphenated surname that is the inversion of that of his mark. Reader Max Shelley has put them side-by-side, revealing a profound attention to detail on the part of Mr. Smith-Buchanan—the, um, original Remade vid is here—and frankly it's hard not to be impressed by the whole thing.
The only indication that something might be amiss—besides, of course, the fact that the only product is a painted toilet plunger—is the fact that the "Add to Cart" links redirect to DetroitHardwareCo.com. Are they the ones behind what is an extremely elaborate viral marketing ploy, or is it yet another agency stunt? (The phone number, 1-800-555-0199, is a red herring.) Any readers care to help us unclog this one?
Editor's Note: Core77 would like to disclose that we have a horse in the artisanal boutique/product game, and in fact, Hand-Eye Supply, our retail store, does do some similar rebranding of existing products. We post this with all due respect to Best Made as they were the first in this space, still do it best, and have earned the high profile that brings this kind of parody.