A couple of days ago I went to a rice pudding shop, Rice to Riches. All they sell is rice pudding. And coffee. I really like rice pudding, and I like the idea of a store that sells only rice pudding because it is kind of absurd. It turns out I also like their brand identity, because the store is papered all over with slogans like
"We sell rice pudding, if you don't want that, you can have rice pudding, and if you don't want that, you can have rice pudding."
"I'll diet when the earth runs out of food"
"eating three sensible, balanced meals a day will only spoil your appetite for rice pudding"
"all calories consumed here are yours to keep"
"eat all you want... you're already fat"
For some reason, I found it very cheering to read these little slogans while eating rum and raisin rice pudding off of a translucent yellow paddle (offered in lieu of a spoon). Also, the rice pudding was good.