The effective use of wit in design: The Partners

Brand consultancy The Partners recently launched a new edition of 'A Smile in the Mind', published by Phaldon, which displays more than 1,000 examples of 'witty thinking' in branding and design. Released 20 years after the original edition, the new version is co-authored by The Partners executive creative director Greg Quinton and writer Nick Asbury. Phaldon has graciously shared a collection of the book's examples, many from Asia.

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Banana Packaging - Japan - Naoto Fukasawa - Fruit juice packaging: 'Juice skin'

Poppy Stamp - UK - Hat-trick - Lest we forget: Royal Mail stamp commemorating the 90th anniversary of the Battle of Passchendaele

Steve Li, Acupuncturist - Australia - Jason Little - Clients donate their business cards, which are then punched with the details; a physical word of mouth endorsement.

Panda Eyes - UK - Jason Bruges Studio - Panda Eyes: 100 WWF panda collection boxes rotating automatically to make eye contact with spectators.

Hermes Scarf - Japan - Tokujin Yoshioka - A projected image of a woman appears to blow the Hermes scarf. Serene wit for Maison Hermes Japan.

Pacman Lights - France - Benedetto Bufalino / Benoit Deseille - Pac-man string-light installation.

Lego Masters - Hong Kong - Geometry Global - Lego masters: Van Gogh. Print ads celebrating the art of lego.

Duracell Poster - Singapore - Grey Duracell batteries: a powerful energy source.

Flag of Flags - Sweden - M&C Saatchi Stockholm - The flag of flags: elegantly advertising Norwegian Airlines destinations.

Yoga Australia Logo - Australia - Roy Smith Design

Rainy Pot - South Korea - Jeong Senugbin /Daily Life Lab - Rainy pot: indoor pant waterer with evenly distrubuted droplets to avoid overwatering.

Mount Fuji Envelope - Japan - Tomohirp Ikegaya / Goodbymarket - Mount Fuji Envelope

We never go out of style - The Philippines - Eisen Bernard Bernardo - Timeless Beauty. From the Mag + Art series mixing magazines and claissical art to create portraits with a third dimension of time.

Tree of Life Poster - Singapore - DDB Group Singapore - Tree of Life poster: animals and habitat inter-dependent.

Economist Brain - Singapore - Ogilvy & Mather - Visual twist on the Economist campaign: the magazine that makes you smarter.

Piece together for Peace - Japan - Kentaro Nagai/Graflex Directions - Piece together for peace: the world map rearranged into the twelve animals of the Chinese zodiac.