i.e. the design rules of Paul Smith.
“My whole life is about being childlike; not childish, but childlike. Which means you have a lateral mind; a lateral way of thinking. You are curious.
If you are looking at what other designers are doing, or what other products are out there, then you are already buying yesterday’s news…and yesterday’s news nobody wants”.
..unless they want nostalgia or history.
Evian clearly believe Paul Smith’s design rules (OK).