The art of unnecessary story

Here's something that caught my eye — an Amsterdam coffee roastery’s writing style is hilariously over-the-top, and honestly, it works. Instead of boring product descriptions, they lean into storytelling — totally unnecessary, but it makes customers smile. According to Rita Kind-Envy writing in Design, this playful, exaggerated tone isn’t just fluff; it creates a memorable experience, making people feel more connected to the brand. And get this — research shows that a little unnecessary storytelling can boost customer happiness and loyalty. What Rita points out is that the charm lies in the absurdity — it's unexpected and invites people to relax, have fun, and maybe even buy more coffee. So, the takeaway? Sometimes, the most effective marketing isn’t about facts or features but about making a genuine emotional connection — no matter how silly it seems. Keep that in mind next time you’re crafting a message — sometimes, the unnecessary stuff might just be the most powerful.