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Kindle Paperwhite

The Kindle is an e-reader: a device that allows people to download and read books, similar to a tablet. The Kindle Paperwhite is a special version of the Kindle that features a higher resolution scree

Buzzfeed Tasty Videos

Tasty is the fastest growing section of Buzzfeed, famous for its short videos and articles about food and cooking hacks. It has since also expanded into creating kitchenware, selling its products in W

Postcards

Postcards are thick and typically rectangular pieces of paper that were traditionally used to send notes from a destination. The front of a postcard is usually decorated with a photo of the place, whi

Mejuri

Mejuri is a direct-to-consumer, handcrafted fine jewelry brand. The company been extremely successful and viral on social media the past few years, most likely because their branding and ad campaigns

Away

Away is a direct-to-consumer luggage brand, famous for their simple carry-ons that come in a variety of colors. Their marketing focuses on inspiring a sense of wanderlust in customers, depicting well-

Reformation

Reformation is a sustainable fashion brand for women. It’s gained extreme popularity over the past few years as a result of various factors that play to the consumer’s hedonism and image of themselves

Halo Top

Halo Top is an ice cream brand most known for their low-calorie pints. Their popularity is a combination of consumers’ expectations and hedonism. Most ice cream is heavy on calories, and many other “l

Sweetgreen

Sweetgreen is a company most known for selling flavorful, expensive salads. When people think of salads, they typically don’t think “delicious”; when people think of “healthy fast-food,” they usually

AirPods

AirPods are Apple’s line of wireless earbuds. Their sleek design makes them stand out when worn around, and a large part of their popularity is due to Cialdini’s theories of social proof and liking: b

Oat Milk

Oat milk is a type of plant milk made of oats and water blended together, and contains more vitamin B than other milk alternatives. Milk alternatives—especially oat milk—have become extremely popular

JUUL

The JUUL is a controversial device created by JUUL Labs that delivers nicotine, similar to a cigarette. It was briefly banned in Massachusetts after a rise in number of cases of lung illnesses, but wa

Trader Joe’s

Trader Joe’s is an American chain grocery store. Rather than stocking their shelves with a large variety of a particular type of item, as many large grocery chains do, Trader Joe’s focuses on providin

HelloFresh

HelloFresh is a meal kit delivery service that sends customers pre-portioned ingredients for specific recipes. There’s been an explosion in the number of meal kit delivery services recently, but Hello

The Pledging Tree

Everyone wants to help save the planet, but with the threat of climate change drawing ever closer, it feels impossible for one person to make a difference. To keep our planet healthy for our children

Aromatherapy Diffusers

Aromatherapy diffusers diffuse essential oils and natural fragrances into a room. They’ve become wildly popular because they’re viewed as a self-care product: while there’s not much research that’s be

Care/of

Care/of is a company selling personalized daily vitamin packets. After taking a health and wellness quiz, the company recommends certain daily supplements that may help, packaging them up into small b

Headspace

Headspace is a meditation app. Its marketing and branding is inspiring because it instills a sense of elevation and awe in people; by using Headspace to meditate, they can chase out negative thoughts

Apple Watch

The Apple Watch is Apple’s line of smartwatches and the most popular wearable in the US market. It’s marketed as an exclusive, expensive product, making people feel more elevated when they invest in o

“Make It Count” by Casey Neistat

Casey Neistat is most known for being a filmmaker and YouTuber, famous for popularizing the concept of daily vlogs. One of his most viewed videos on YouTube is “Make It Count” (https://www.youtube.com

Maev

Maev is a wellness company for city dogs, founded in NYC. This company really stood out to me because of their branding: it’s clear what they’re doing, and it’s immediately obvious who they’re targeti

Italic

Italic is an e-commerce company that sells “luxury without labels”: high-quality pieces manufactured at the same places that luxury brands are, without the logo and without the markups. Italic’s websi

Ueno

Ueno is a design agency that I really admire; everything they create and publish embodies what I think “good design” is and inspires me to become a more thoughtful designer myself. There’s a lot of de

Figma

Figma is a collaborative design tool that lives in your browser. I love their product because of how simple it is to use–unlike most other design tools out there, Figma’s interface is intuitive, clean

Rag & Bone

Rag & Bone is a NYC-based fashion company. I not only love the aesthetics of the brand, but also what they stand for: quality, simplicity, and perfection. Their vision and origin is super clear in the

Invest.Me

Overview Retail investors struggle to apply what they know when making investment decisions. For this challenge, our goal was to help investors make smarter investment decisions by aligning their val