UK design firm Mash Creative has created a series of objects — State of the Obvious (S/O/T/O) — in which each item’s design is a description. Consisting of tote bags, notebooks, shirts, mugs and posters, each product defines its own brand.

They explain that these designs are the result of consumerism in our current society: “With consumerism at an all time high and brand image playing an ever more important role in consumers buying choices, we felt an overwhelming desire to challenge what has become ‘The Norm’.”

S/O/T/O is available to buy from Magma Books, Counter-Objects, and Blanka.