Brands have used provenance as a foundational storytelling device since the dawn of time (or at least, the dawn of FMCG). Historically, provenance was communicated through territorial brand identities, with designs emphasizing the origin of a product to assert its quality. Take French wine, Swiss watches, or Italian leather—descriptors built on national borders that can feel exclusionary rather than inclusive. Provenance was always built on facts and trademarks. 

However, brands’ relationships with place is changing. Provenance’s focus on nationalistic pride and integrity leaves little room for personal connection. It’s far more about the product itself than the emotions or stories behind the brand.

But today, consumers want more relatable stories to connect with. They demand authenticity and delight in lesser-told stories.