Take The Punch

Packaging expert Lisa Cain looks at Pond's work Swedish beer brand The Bear.

Self-deprecating humour is one of the few voices a brand can use where it takes a hit and still comes out stronger.

Done well, it softens the edges without dulling the point. Shows you know how you’re seen and makes it easier for people to like you without feeling sold to. Done badly, it slips into low confidence or becomes a way of dodging responsibilit…