100 Years of Blue Tit Syndrome

Excerpt from 'The Art of Looking Sideways' by Alan Fletcher:

"The blue tit was the first bird to peck the metal foil tops off milk bottles to get a drink. This scam was first recorded in Southampton in 1921 and by some twenty years later every blue tit was at it.

This behaviour did not gradually emanate or spread out from Southampton but arose suddenly and independently in random places all over the British Isles. Those who study blue tits can't account for this. It can't be explained by tits passing on information to other tits - they dislike travelling."


This is the inspiration for MILC and a good metaphor for business. You need to get your idea out there fast because the competition are probably working on something similar.

Ideas are king and they need to be made into visual concepts quickly and efficiently.

My production philosophy goes like this: Technology is a platform that allows ideas to manifest. From a production standpoint, make files efficient and reduce the technological footprint as much as possible so that there is less of a technical barrier in the way of rapid prototyping and iteration.

I use 3D as well as physical mockups to demonstrate pack designs in situ, and to bring flat artwork to life.

I create print ready files based on artwork previously used to texture the 3D illustration, reducing the gulf of execution between concept and reality.

If you would like to discuss a project Get in Touch

About
  • I have been designing since 2005. I have a wide range of experience from start ups to SMEs, to global brands.

  • Always use fresh milc. Never UHT or powdered.