The internet made aesthetic easy.

Anyone can build a mood-board. Scroll enough, save enough, and eventually, you’ll have something that looks good. But looking good and feeling right aren’t the same thing - and that’s where taste comes in.

Taste isn’t about what you like.
It’s about what you’re willing to let go of.

Because good taste isn’t additive. It’s subtractive. It’s saying no more than you say yes. It’s seeing a hundred beautiful options and choosing the three that actually say something.

Taste is what separates brands that feel curated from brands that feel chaotic. It’s the quiet confidence behind consistent choices. The reason a certain typeface just fits. The reason your colour palette feels intentional instead of trendy.

Taste is restraint. And restraint builds trust.

When a brand doesn’t try too hard to impress, it communicates something deeper - that it knows who it is. It knows who it’s speaking to. And it isn’t scrambling to prove anything.

That’s what people remember.

Not the most designed brand.
But the most decisive one.

The one that felt like it had taste.