Branding Fiction started with a simple question: why do some names and logos feel like they’ve always been here, even when they never were? 

We call them fictional brands, and they’re more than an uncanny twinge: they borrow the grammar of real branding so well our brains fill in the shelf space.

Inside the book, Lorenzo Bernini maps how these invented labels work: the cues that trigger recognition, the ways they become folklore, and what they reveal about culture. This is achieved by analysing the most iconic fictional brands across film, TV, games, and the internet, allowing you to trace their origins, visual language, and brand impact.

If you’ve ever “remembered” a product that never existed, this is for you.

Written by Lorenzo Bernini