Brands these days try to create an image for themselves that embellishes who they are, and covers the real truth behind their products.

So when I was asked to brand an alternative food start-up in Berlin, plain bold honesty was the way. We created a trademark that states exactly what their product is: SUPERFAKE™.

As we defined it, SUPERFAKE™ (adj.) is an excellent knockoff that looks, tastes, smells and feels so like the original that even experts find it difficult to distinguish them.

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