Tag Archives: carlo muttoni



JESUS AIRLINES is the boldest Brandpowder’s project to date. We sent a draft of what follows to the Vatican, without response (understandably) but the idea is waiting for an investor with vision and faith. The whole story started with a photograph taken by one of our employees (Bob Gukka) while taking off from a local airport (below, left): the picture shows a landing airplane whose cross-shaped shadow on the airport strip is surprisingly similar to the Christian symbol projected on the grass. The Brandpowder Team got quite excited about the finding. It was a Call, we thought, a revelation from Heaven! And we had to do something about it.


The original sketch on this page clearly shows the liaison among faith, flight and fondness (the 3F factor). Why not put all these items in a blender and create an airline company with a holy message?  Jesus Airlines was born, with a logo inspired by the monumental Christ the Redeemer, in Rio de Janeiro. We opted for a flame red background, to provide the brand with a powerful message of love, peace and brotherhood among all nations.



Above: the corporate image has been studied in every detail. Jesus Airlines’ business cards have been turned into a promotional media, thanks to individual personal website where all employees can have their own fan page. Each card, on the other side, presents a holy picture to make passengers feel more protected.


Above: boarding passes are dipped into incense. Burning is not permitted aboard the airplane, of course, but once home, passengers can extend the Jesus Airlines’ experience enjoying the holy scent.


Above: The main terminal is eye-catching, and spirit lifting too. Jesus’ giant marble statue greets departing passengers and bless the ones on arrival.


Above: (click to enlarge) Jesus Airlines’ print ad introducing 7 Star Class, a service of unprecedented luxury in the history of commercial flight.


Above : (click to enlarge) Jesus Airlines loves customers to bits and it proves it: two flight attendants are provided to every single passenger on every flight. Below: (click to enlarge) The Frequent Flyer 7th Heaven promotional campaign.


Below (click to enlarge): No matter what you heard about immortality, Jesus’ first concern on Earth is your Safety. That’s why each plane is equipped with an individual parachute, gps-radio and a gourmet food package in case of accident.



Above and below: (click and read carefully) instructions for your personal safety include a Holy Bible for an inspiring read. This way you can save your soul, too.


Below: The airplane’s lower fuselages is painted with a white cross. The special fluorescent coating glows in the dark, so that the Word is clearly visible at night. While churches remain empty and silent on the ground, Jesus Airlines’ Message keeps traveling above our head, promoting faith in a spectacular way all over the world.




Young Woman Holding Large Model Airplane

Above: Olina Turtcom, appointed Head of Design for the Jesus Airlines’ project. “I never believed in God,” – she confessed – “but then I started to work with these guys and I was blessed. Now I’m a believer. Jesus can do wonder to all of us, and I have to thank Brandpowder for this wonderful life-changing experience.”


Above and below: Stairway to Heaven is the airline’s label for branded content. Jesus Airlines production extends to music, books, fashion and beverages. The Marketing of Faith is the next big thing, and there’s nothing better than cool products to convey a timeless message in a contemporary, soul-catching way.


Below: we would like to close this post with a sketch of Jesus Airlines’ proposed Lounge & Restaurant, signed by Serafin Maud, an architect who recently joined our Team. The airplane’s body includes Duty Free shop, Beauty Parlor, Liquor Shop and a small Chapel. The Restaurant, called Wings, makes it for a flighty, exciting lunch in midair.


Jesus is looking for partners. If you are a billionaire, and you believe in Him, please drop us a line. God bless you.



yellow pages

We couldn’t find a lot of interesting books around, lately. No wonder the publishing industry is in deep ‘sheet’.  The majority of publishers seems to have developed a certain taste for crap wrapped in a glossy dustjacket. To make things worse, talented writers with something to say are disappearing, just like happened to big reptiles and alcohol-free beer. Good books, very good books, are rarer than astatine. The rest, and we are talking about 1 million titles every year, is just trees sacrificed for no reason. If, to all of the above, you add the fact there are more writers than readers, and that readers mostly read what they write, you get the whole picture. The Brandpowder Team, in a drastic attempt to instill a sense of pride in the publishing industry and to push good writers to abandon Harry Potterism and type some goddam’ good stories, would like to introduce you to the top worst books of 2013. We personally published these books at our own expenses,  as a no-profit experiment to provoke publishers, writers, readers and, why not? hopefully also analphabets, to do something about it.

Opening Picture: The Not So Yellow Pages are a guide to imprecise listing. You can browse them, let’s say, when you are not looking for something in particular and you just jerk around thinking life is about getting lost somewhere, nowhere. Fakebook (below) is a novel talking about demotivation, failure, depression, solitude, despair, staging an anxious, over-perspirating guy with smelly armpits. It sold just one copy, bought by the author.


Below: This opus in two volumes, which comes in a lavishly hardcover leather-bound edition, is a meditation about nothing to say. The 240 empty pages are a masterpiece on silence and creative white out. A must non-read for whoever feels  blocked or simply overwhelmed by data overflow. Mostly unsold.


This book (below) is highly recommended for the daring investor who’s always looking ahead for new opportunities. Unfortunately, also this one didn’t sell a single copy (out of the 50 we printed). We were shocked, since Mars is the next frontier. Not to mention KitKat and Bounty.

unreal estate

save money

The worst-best seller on our list is this rather imposing, meek-looking book with a challenging title aimed to the disobedient. We didn’t find a single customer willing to pay 20 bucks for its precious insight. The cause may be people are much better off than we think, or they are simply convinced they know better?

This project, as many others developed buy the Brandpowder Team, was a complete fiasco. Indirectly, it was a success. It proved our point. Thank you for your attention.


B Paper Surgery

Paper. What a fragile, soft, crumpled and easyburning word. If paper sounds almost outdated, as old as stone or bone, it’s because it has been displaced by the digital efficiency of glass. Our fingertips run on its surface, tapping on contents which magically pop up, slide, zoom and disappear. But none of the content on your tablet, smartphone or computer screen can aspire to the same level of interactivity of paper. Digital content is as fast as a fish you see darting under the translucent icy surface of a frozen lake. We call it “eskimo effect”. You see it but you can’t catch it, unless of course you cut a hole into the ice crust and try to stab it with your harpoon. The access to digital information happens on a sleek, shiny surface that’s also a barrier to deeper understanding. Paper, on the other hand, is  a deep, tridimensional, physical medium you can play with in endless forms.

The Brandpowder Team realized, this time under the supervision of Carlo Muttoni, a series of photocollage that, after photographed,  have been destroyed. This is a selection of pictures inspired by “Paper Surgery”, a theme we already developed before, as a reflection between the evanescence of plastic surgery and ethernal beauty as Nature’s way to endlessly recreate us beyond us.

B Born Again

B Drunkard

B Egoist

B Exhibitionist

B Flatterer

B Flirter

B Inscrutable


B Prayer

B Smuggler

B Spy

B Whisperer

B carpet ok



Christmas apple

Above: One of the 10 brilliant ideas that will make you save a lot of money, this Christmas. Unemployed couples can get their son an Apple for 25 cents, instead of wasting hundreds of dollars in digital devices. And if the spoiled brat starts to complain, Dad and Mom can explain him the difference between Jobs and Jobless.

LET’S FACE IT: Money is always tight for all of us but there’s a special moment of the year that makes us feel particularly broke and desperate and furious against consumerism: the week before Christmas! We hate everything: the shopping frenzy inside a Mall packed with sweaty people wandering around like zombies in search of the perfectly useless gift. We hate the tacky plastic trees, the fake snow and the multiple Santas, each one claiming to be the original one. We hate jingle bells, rein deers, golden glossy gift wraps, champagne and panettone. We hate all this because every year it’s the same old story and, despite our money is less and less, we haven’t the guts not to buy at least a little present to our relatives, close friends, business partners and colleagues who add up, averagely, to 42 people.

The Brandpowder Team, this year, wants to break this tradition once and for all. Who said you need to spend your salary (if you still have one) on stupid presents? In order to survive these Holidays, not to mention the Maya Prophecy, we give you ten smart ideas to save time, wallet and stress.

Christmas bean

The ideal gift for acquaintances you didn’t see for a while but you want to get in touch with, again. If you love silly puns, this present comes for less than 2 cents.

Christmas bullet

Everybody has a depressed friend. And a bullet costs only 15 cents. Eliminating your friend will also get rid of the next Christmas’ present.

Christmas egg

One of most voted bang-for-the-buck ideas: an egg (22 cents) can be both an original ball for the Christmas tree and also a pre-present for next Easter.

christmas pencil

Another two-in-one gift to impress your friends. You don’t even need to spend money for this. We bet you are full of these little items at home.

Christmas screw

Don’t ask us why but to screw is something you can do even without a screwdriver. This simple present is always welcome among young friends who want to have a laugh. And it’s good omen, too. Price: only 2 cents.

Christmas snow

If you’d like to go for something personal, something that talks about the time you spent for actually making the gift instead of simply buying it, the snowball is a classic and the white stuff is easy to find, unless you live in Jamaica (in that case, a ball of grass will do).

Christmas sock

How many times did you end up with one sock without finding the other one, at home? Well, it’s time to give your smelly-lonely friend a purpose. This little present pulls the leg (and the foot) to all useless gifts. As such, it helps people to reflect on the subject.

Christmas tie clip

Show your creative zest! You can impress your colleagues (or your boss, if you dare) spending less than one cent. To give it extra value, may we suggest to place the clip inside a matchbox? (keep the matches for yourself, though).

Christmas toast

Last but not least, a great classic: two slices of bread, accompanied by this simple line, can be greatly appreciated by anyone. And if you feel really generous, you can add a strip of bacon.

Merry Christmas and Happy New Year!

The Brandpowder Team


If you think this is a common typewriter, we invite you to look closely. You’ll soon find out this is one like no other. It’s called Modestype, and part of a series of unique typewriters produced by SUN, a New Zealand Company specialized in Super-Ultra-Niche Marketing products. With the Modestype you can type a single sentence only: I’LL NEVER BE A WRITER LIKE ERNEST HEMINGWAY, which is great, because by typing this line, again and again, you’ll teach yourself a lesson on modesty. SUN is not targeting only wannabe-writers. More than a hundred models are on catalogue, at the moment. The founder of SUN, Bruce Ameilcool, initially contacted the Brandpowder Team asking for a logo. The chemistry between us (no drugs, this time) was so good that we ended up making every single piece of communication for his Company, from corporate identity to advertising.

Above: Bruce asked us for something different. We proposed him type ribbon ink-scented business cards. Each one comes with an envelope that preserves the fragrance of those vintage offices people miss so badly, today. Also a silver typing button is given as a gift to customers. Bruce loved the idea so much that he wanted real type buttons also on the catalogue’s cover (below).

SUN is, for sure, the most extreme example of niche marketing applied to a business. Bruce is convinced there is a market for everything out there. He said 7 billion people on this planet make for a fucking huge crowd. Super Ultra Niche Marketing concentrates, to say the least, on very peculiar products aimed to very narrow targets. “Today you can find clients with laser-focus precision, thanks to Google,” he told us. “You advertise the most stupid product and – Bang! – there’s a moron who’s ready to buy it!”. Bruce, so far, has produced a hundred different typewriters, recycled from old, discarded models. “Everybody is now typing on computers,” he says. “People use tablets and those dumb smartphones. Nobody likes typewriters anymore, so I can find them for cheap.” Every SUN typewriter is superbly handcrafted and modified to meet the most extravagant customer who, it must be said, must be ready to pay for it. The price range goes from U$2,000  for an Analfatype (a simple model devoted to analfabets, whose buttons write just a long line of “x”) to U$ 5,000 for a Romantic Type – pictured below – and addressed to touchy lovers.  There’s also the highly sophisticated Suitype (bottom) reserved to posh customers who don’t mind spending a hefty U$12,500 to write their very last letter.

Above: the Psychotype. Bruce told us this incredible product was bought for 10,000 dollars by a US Maximum Security Prison which prefered to stay anonimous to respect the client’s privacy.

Below: the first ad campaign, introducing SUN and its brilliant concept of Super Ultra Niche Marketing. The ad ran on a local newspaper for a week only, but Bruce received more than seven hundred phone calls (he’s got no email).

Above and below: successful ads taken from the “IF” campaign made by the Brandpowder Team. Bruce was gobsmacked by the end result: he sold an average of seven typewriters per day! A big hit, considering the super ultra niche marketing factor. “Ten typewriters” he said “are mass market for my standards.”

Above: one page from the 2013 SUN Trade Catalogue. Bruce wanted also this piece with a vintage flavor, so we printed the 5,000 copies with an old Bullock rotary printing machine.

Bruce Ameilcool is now a hippie millionaire but he can’t separate from his 1967 rusty Holden, yet. “Babes must be young, cars must be old,” that’s his philosophy. And we didn’t argue on that.

Below: the Zainatype, a typewriter specially designed by Bruce for one of our Brandpowder fans, Zaina (from Virginia) who just happens to love typewriters and whatever begins with the letter “Z”. This model might also help people to fall asleep while at their desk zzzzzzz……