The box of cereal in the shop. The phone that is in your pocket. The well-known tick on sportswear. All of these, we see every day and yet, we pay no attention to them. We seem to have grown so accustomed to brands and their identities nowadays, that they seem to just fit into our lives like a puzzle pieces and we don’t notice them anymore. We go to a shop, grab the products we know and recognise as if we are on autopilot. But what if we want that piece which doesn't fit within the puzzle, something to make us take a seat back and look at things from a different perspective? What if a brand could make us divert attention, can we then see a new puzzle of brands within our lives?