Observations. Ideas. Things worth thinking about.

Kelly Abesdris Kelly Abesdris

Decision Fatigue is Real

Every decision you make costs you something. The small ones like what to wear, what to eat, what to respond to first, quietly drain the mental energy you need for the ones that actually matter.

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Kelly Abesdris Kelly Abesdris

The Biscoff Effect

From airline snack to global staple, Biscoff’s rise is a masterclass in disciplined product expansion and cultural placement. A look at what brands can learn from the humble cookie that engineered its own demand.

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Kelly Abesdris Kelly Abesdris

Matte Black: More Than a Colour

In design, matte black absorbs everything and reflects nothing. It holds space without demanding attention. It's the colour of restraint, of intentionality. That's why we built a business around it.

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