A lot of companies think culture = printing a giant logo on a tee and handing it out. Boom. Done. Right?
Not even close.
Culture is not built by giveaways that look like billboards. It’s built when your people feel proud to wear or use the gear you give them. That takes intentional design.
A Real Example: The Adminfest Tote
We recently designed tote bags for RBE Team Events. The event was called Adminfest, a celebration for the unsung heroes of every office: admins.
Our designer, Thiago Barreto, could have just plastered the event logo across the tote and called it a day. Instead, he asked: what would make admins actually use this bag over and over?
The design leaned into humor and identity: admins as “Chaos Coordinators,” multitasking ninjas who turn mayhem into order. It was fun, relatable, and a little tongue-in-cheek.
And the client’s logo? It’s there, tucked in neatly, not screaming. That’s the sweet spot. Because when people actually use the bag, the logo goes everywhere with them: coffee shops, grocery runs, commutes. It’s still marketing, but it feels authentic instead of forced.
The result: a tote bag that admins actually use outside the event. Instead of being another freebie stuffed in a drawer, it lives on — building culture and visibility long after the event ended.
Your Logo Isn’t Enough
If all you do is throw your logo on a blank shirt, you’re not building culture. You’re creating laundry-day merch.
Intentional design is about making gear that feels personal. Something your team would actually reach for on a Saturday, not just on “mandatory swag day.”
What Intentional Design Looks Like
- Keep it subtle. A small embroidered logo or tonal design feels premium.
- Play with placement. Sleeves, backs, pockets — not just the center chest.
- Tell a story. Use slogans, inside jokes, or visuals that resonate with your people.
- Borrow from fashion, not freebies. Think streetwear, outdoor brands, or music merch energy.
Why It Matters
When your merch is intentional, it doesn’t just get worn. It sparks conversation. A funny tote becomes a personality piece. A well-designed hoodie becomes a weekend uniform. A creative tee shows up on social.
That is culture. That is visibility. And that is how you get ROI from custom merch.
The “Wear It Twice” Rule
Here’s our test: if you wouldn’t wear it twice, don’t make it once.
It’s that simple.
Final Word: Culture Wears Cool
Intentional design turns swag into culture. It transforms merch from “just another freebie” into something people proudly rep.
The Adminfest tote worked because it wasn’t just about putting a logo on fabric. It was about admins feeling seen, laughing at themselves, and carrying that identity into the world. And because the design was cool, the logo traveled right along with them.
That’s the kind of merch that lives on — long after the event ends.