Incredibrands Studio
Brianne’s writing and conversations on building consumer brands, questioning claims and making better products.
Alumni profile · University of Canterbury
The University of Canterbury profiles Brianne’s Biological Sciences background and the product thinking behind her first business, Ethique. A look at how scientific curiosity became a consumer brand.
6 May 2026
Article · Substack
Brianne’s perspective on building a brand, and whether brand ever really went away.
21 Feb 2026
Article · Substack
We're gonna do good things with it.
3 Feb 2026
Article · Substack
Glass, plastic or aluminium? What the life cycle analyses of single-use drinks containers actually say.
22 Jan 2026
Article · Substack
Brianne shares recommended reading and reflects on the value of knowledge, curiosity and distinctive perspectives, a reading list for people who like to keep learning.
26 Dec 2025
Article · Substack
Brianne examines IKEA’s sustainability messaging and the environmental questions raised by a high-volume furniture business.
8 Dec 2025
Article · Substack
Brianne examines the history of MSG, the misinformation surrounding it and the importance of questioning food-science claims.
4 Oct 2025
Article · Substack
What does ‘superfood’ actually mean? Brianne questions the label and shares a recipe alongside her perspective on nutrition claims.
13 Aug 2025
Article · Substack
When is a rebrand worth the risk? Brianne shares lessons from renaming Ethique from Sorbet and navigating international trademarks.
12 Aug 2025
Article · Substack
A closer look at the costs behind sustainable products, fair wages and responsible sourcing, and what affordability should mean.
15 May 2025
Article · Substack
Brianne reflects on sharing a business journey before launch: the risks of going public early, building trust and inviting community feedback.
23 Apr 2025
Article · Substack
Brianne responds to questions she has recently been asked by fellow entrepreneurs.
17 Apr 2025
Podcast interview · This Climate Business · Podcasts NZ
Brianne joins This Climate Business to discuss the move from water-free cosmetics to a new drinks concept, drawing on her experience founding Ethique. This historical interview explores product design across consumer categories.
24 Aug 2023
Article · HealthPost
Brianne discusses supplier transparency, direct trade and supply-chain visibility, and what consumers can look for when assessing a brand.
29 Jun 2022
Article · HealthPost
Lessons from Brianne’s experience building Ethique: trusting a capable team, staying focused and holding to your values as a business grows.
4 Mar 2022
Earlier articles and interviews include Brianne’s experience founding Ethique. Ethique is not an Incredibrands portfolio brand.