FAQ

How is your studio different from others?
We work across marketing and campaigns, but our true focus is packaging and branding. That’s our difference and where we deliver the greatest impact. We know that with a strong brand, every marketing effort performs better. We also focus in commercial design, creating solutions that not only look great but also drive measurable business results.

What exactly do you do?
We design brands that make people stop scrolling, start noticing, and actually remember you. Our main focus is FMCG packaging, where standing out on the shelf matters most, but we don’t stop there. We develop brand strategies, brand identities, and create marketing that ties it all together. From strategy to visuals, we build identities that work in the real world, not just in a presentation deck.

Why does your name sound like a dental brand and what does it mean?
Because it sounds cool, and it stuck. We believe every great brand deserves the touch of professionals who help it shine bright, taste great, and keep its glow lasting.

Also our name comes from this way of thinking. Branding is about making choices with intent. There are always many directions to explore, some bold, some subtle, some unexpected, some right and some wrong. Real strength comes from balancing research with gut feeling, knowing what matters, saying it simply and standing by it.

How is your design style different?
We prioritize brand versatility and positioning, ensuring longevity, relevance, and differentiation rather than following fleeting design fads.

Why do clients say working with you feels different?
Because we focus on partnership, not transactions. We educate, challenge, and guide clients toward the best strategic outcomes, while keeping the process creative.

How many people work in your studio?
Our core team is intentionally small and focused: Tony Dianoff leads the studio, supported by Marika Luoto. For specific projects, we collaborate with a network of skilled colleagues who bring expertise in illustration, web development, copywriting, and other specialized areas. This keeps us nimble, highly collaborative, and fully engaged on each project.

What’s Tony’s background?
Tony brings over 20 years of experience in the creative industry, having worked across roles including Art Director, Packaging Designer, Brand Teacher, Creative Director, Design Lead, Design Director, and Business Owner. Over the years, he’s been recognized on multiple occasions, earning awards for both creative outcomes and strategic thinking. Tony combines clear strategy with strong creative direction and a grounded sense of humor, and the confidence to lead, balanced with a strong ability to listen and observe.

Why should we work with you?
Because your brand deserves more than ‘meh‘. We turn ideas into brands that stand out, and often make your competitors jealous.

Who do you work with?
Founders with big ideas, businesses in growth mode, and brands ready for their next chapter. Whether you’re starting fresh or evolving, we meet you where you are.

Do you work remotely or on-site?
We’re fully equipped to work remotely, but we can also meet on-site for workshops or presentations when needed. Flexibility ensures smooth collaboration.

How much does a brand design package cost?
We start by understanding your goals, scope, and budget expectations. This allows us to define the right level of ambition and craft a process that makes sense for your project. Pricing depends on the scope of work, including visual identity, brand strategy, guidelines, supporting assets, and the number of concepts and revision rounds.

Why can’t you just give a fixed price? Why do you need a budget?

Every project is a little different, and branding work can vary a lot depending on goals, scope, and how deep we need to go. Two projects that sound similar on paper can end up requiring very different amounts of thinking, exploration, and design work.

Having a rough budget in mind helps us suggest the right level of work and avoid over- or under-designing the solution. It also saves time on both sides and helps us focus on what will bring the most value to your project.

Rather than offering a generic price, we prefer to shape the process around your needs and create something that makes sense for your goals and your budget.

Why is there such a wide price range in creative work?

Because no two projects, ways of working, or levels of experience and expertise are the same. Pricing varies depending on what’s included, and the depth of knowledge involved.

A project focused purely on execution is very different from one that requires strategic thinking, problem-solving, and long-term brand consideration.

In short, you’re not just paying for design output, but for the experience, thinking, structure, and accountability behind it. If an agency offers a fixed price list, it often means every project is treated the same way. We prefer to tailor our work to the problem rather than force it into a predefined package. And with us, you always get design expertise.

Shouldn’t AI make branding cheaper?
The simple answer is no. AI is a useful tool, and we sometimes use it to speed up parts of the process. But a powerful brand isn’t about tools, it’s about creating a cohesive story that people connect with and trust. In fact, I’ve often noticed that AI can also steal time; if something useful comes out of it, the real value is that it can help us showcase possibilities for clients faster and in new ways. We know some businesses have gone fully AI, but we think about the long run, if a brand becomes associated with being fake, that’s probably not a good thing. We can still beat an AI-generated concept design idea easily

Do you use AI in your design process?
Yes, we use AI as a tool, but never as a replacement for strategy, creativity, or human judgment. AI may support us with repetitive tasks, but every final design is crafted by people, not machines. And truth be told, AI can sometimes slow things down. That’s why we use it selectively, only where it truly adds value.

Can AI create a full brand for me?
AI alone cannot replace the strategy, market research, and nuanced decision-making that go into a strong brand. We leverage AI to support our team, but a human-led process ensures your brand has personality, purpose, and longevity.

How does AI affect pricing or timelines?
AI can speed up certain research or ideation steps, but branding is still a strategic, human-centered process. We don’t cut corners; AI simply helps us work smarter (sometimes), not cheaper.

How do you stay ahead of AI trends in branding?
We experiment with AI responsibly to explore efficiencies and possibilities but always prioritize strategic thinking, storytelling, and human-centered design. This ensures innovation without compromising quality.

How do you see AI shaping the future of branding?
AI will become a powerful tool for exploration, efficiency, and idea generation. But it doesn’t know what’s really happening on the retail shelves and surroundings. Strong brands will always need human insight, strategy, and storytelling to create meaningful, differentiated identities.

How do you ensure AI doesn’t create biased or stereotypical designs?
We carefully monitor AI outputs, filter results, and always make human-led decisions. Strategy, inclusivity, and cultural awareness guide every choice.

What is real anymore?
Maybe your dog. Definitely taxes. Honestly, who knows anymore? Real is what you make of it.

How do you structure your services, by project, retainer, or hourly?
We like to keep things simple and flexible. Whether you want us to become a monthly or yearly retainer or if it’s a single project, ongoing support, or just a few hours of consultation, you tell us what you need, and we make it work.

Do you work on spec (designing before a contract)?
We believe great design deserves commitment, not guesswork. We’ll consider spec work only for high-level projects with clear, fair terms, ensuring the creative process remains strategic, impactful, and worthy of your brand’s ambitions. Spec work carries risk for both sides. We want to protect your brand and our creative integrity. We only take it on when the project is ambitious enough and the potential impact justifies the risk, with clearly defined scope, expectations, and compensation.

What if I’ve never worked with a agency/designer before?
No problem. Our process is collaborative and transparent. We guide you step by step, so it feels exciting, not overwhelming.

How collaborative is the process?
Very. We believe the best brands are co-created in some shape or form. You bring the business insight, we bring the design expertise, and together we build something that lasts.

What’s your typical project workflow?
No two project processes look the same when examined closely. Each one blends research, deep-dive ideation, and a touch of controlled creative chaos before arriving at a focused, strategic solution. The process is intentionally non-linear, sometimes the best ideas require taking a step back before moving forward.

How do you make creative decisions?
Every decision is guided by research, strategy, and your business goals. We balance creativity with purpose to ensure each element strengthens your brand.

How do you approach risk-taking in design?
We explore bold ideas within the context of your brand’s strategy and time-line. Calculated risks help differentiate your brand while keeping it appropriate and effective.

Will you ever run out of ideas?
Never. We have a bottomless creative well.

How do you ensure the brand feels authentic?
We immerse ourselves in your business, culture, and audience, making sure the brand reflects who you really are, not just what’s trendy.

Do you involve clients in brainstorming sessions?
Yes! If time/process allows, clients are invited to workshops and ideation sessions to provide input, spark ideas, and ensure the brand reflects your vision.

Why do branding projects sometimes take months to complete?
Because a strong brand isn’t just a logo, it’s research, strategy, design, testing, and refinement. Rushing often results in a brand that doesn’t align with your goals or resonate with your audience.

Can branding be done faster if needed?
Sometimes. Expedited timelines are possible, but they usually require additional resources and may increase costs. Fast-tracking can also limit exploration and refinement.

How do you manage overlapping projects if I have multiple initiatives?
We create a detailed project plan and timeline, clearly allocating time for each deliverable, feedback, and approvals to ensure no conflicts or bottlenecks.

Can you work miracles on a tight deadline?
We can’t promise divine intervention, but we can deliver smart, high-quality work efficiently… and maybe surprise you a little.

What happens if I don’t like the first concept?
That’s part of the process. Branding is iterative. We refine, explore, and adjust until the work feels right for you and right for your audience.

How do you ensure smooth handoff to clients or partners?
We provide complete brand guidelines, organized files, and detailed documentation to ensure anyone working with the brand can use it correctly.

How do you know when a brand needs a refresh?
If your visuals feel dated, inconsistent, or no longer reflect who you are, it’s time. A brand should work for where you’re going, not just where you’ve been. Other signs include:

• Sales are declining despite your best efforts, your brand may not be connecting with your audience.

• Competitors are outshining you visually or strategically, making it harder to stand out in your market.

• Your audience or offerings have evolved, your brand should grow with your business, not hold you back.

• Internal misalignment, if your team struggles to communicate your brand consistently, a refresh can bring clarity.

Can branding actually affect my sales?
Yes. A strong brand lets you charge more, attract better clients/customers, and shorten the time it takes for someone to say “yes.” Tony has seen it firsthand. He has helped struggling brands find their identity, rebuild trust, and turn things around before it was too late.

Do you offer templates or custom work?
We create custom work. If you need reusable templates (like Canva) for your own use, we can make those for you after the branding.

Will my brand look outdated in a few years?
We design for longevity, not trends. Your identity should feel fresh for a good amount of time.

How much of branding is visual vs. verbal?
Both matter. We focus on design, but we also help shape your brand voice, tone, and messaging so everything feels cohesive.

Do you only work with certain industries?
Nope. We’ve worked with everything from tech startups to lifestyle brands. What matters most is ambition—the drive to stand out and make an impact.

Is branding worth it if my business is small or local?
Absolutely. Even small or local businesses benefit from clarity, consistency, and memorability. A strong brand levels the playing field against bigger competitors.

Do I need a full rebrand or just an update?
It depends. If your visuals don’t align with your current positioning, an update may do the trick. If your strategy has shifted, a full rebrand creates a clean slate.

Can you just refresh my existing brand?
Absolutely. If you’ve outgrown your current look but don’t need a total overhaul, we can give your brand the update it deserves.

How do I know I’m ready to invest in branding?
If you’re serious about growth, if you want to look credible, or if you’re tired of blending in, that’s your sign.

Will the packaging actually help the product sell?

We don’t design in isolation. We start by understanding the buying context, where the product is sold, who it competes with, and how shoppers make decisions. From there, we design for clarity, differentiation, and credibility, in that order. Our goal is to give your product the best possible chance to win at shelf or online, not just look good in a presentation.

We don’t know much about packaging design. Is that a problem?

Not at all. Most of our clients are marketers, not packaging experts. Our role is to translate your marketing goals into packaging decisions and explain trade-offs clearly, so you never feel like you’re guessing or approving something you don’t fully understand.

How do you reduce the risk of getting it wrong?

We reduce risk by front-loading the thinking. Strategy, category dynamics, and priorities are defined before we move into design.
Most costly mistakes happen when these things are unclear. Our process is built to prevent that.

How do you make sure the design aligns with our marketing strategy?

We treat packaging as one of your most permanent marketing assets. Everything, from hierarchy to messaging to visual tone, is designed to support how you attract, convert, and retain customers. Packaging is marketing you can’t turn off, so alignment isn’t optional.

What if there are conflicting opinions internally?

That’s common. We anchor decisions to a shared strategy and clear success criteria, so feedback is based on effectiveness, not personal taste. Strategy becomes the referee, which keeps projects moving and teams aligned.

How do we know whether to play it safe or be more bold?

Boldness only matters in context. We assess how much contrast is needed relative to your category and competitors. The goal isn’t to be different for the sake of it, it’s to be meaningfully different in a way shoppers understand.

How do you prevent endless revisions?

Clear direction upfront leads to focused refinement later. By aligning early on what the packaging needs to accomplish, revisions become about improving execution, not rethinking fundamentals.

What if we regret the design after launch?

Regret usually comes from rushed or unclear decisions. Our process is designed to slow things down at the right moments, so you can move forward with confidence. You may evolve the design over time, but you won’t feel like you made a careless or uninformed choice.

Why work with Less Paradox instead of a traditional agency?

We don’t just execute visuals, we help you make better decisions.
Our role is to reduce uncertainty, protect your investment, and turn marketing strategy into packaging that works in the real world.

If packaging feels high-stakes, that’s because it is. Our job is to make sure it doesn’t feel like a gamble.

Do you handle implementation of the brand?
Yes, we can help apply the brand to packaging, websites, social media, signage, and other marketing materials. We also provide guidance so your team can implement it independently if preferred.

What if I need more than branding?
We often support clients beyond branding, like websites, campaigns, and collateral. Think of us as your creative partner, not just a one-time project.

Do you offer photography & video production?
Yes! While we don’t have in-house photographers or videographers, we have a wide network of trusted professionals and can source the right talent for your brand. We also provide art direction, guidance and production planning to ensure every shoot aligns with your brand style, project goals, and budget. We’re not bound to a single creative, so we can deliver the perfect visual solution for each project.

Can you help me roll out my new brand?
Definitely. We don’t just hand over files, we help you launch with confidence, whether that means designing your packaging, website, marketing, or other brand collateral.

Do you provide ongoing brand consulting after the project?
Yes. We offer support, advice, and updates to help your brand evolve while staying consistent with your original strategy.

What happens after the project is done?
We don’t disappear. You’ll have a toolkit and guidelines, but you’ll also have us as a resource if you need ongoing support or future brand expansions.

How do we get started?
Simply reach out through phone or email.

Before reaching out, it would be great to have a short overview of the project and any budget range you may have in mind so we can evaluate the scope properly.