Similarly, walking a purebred dog presents a statement of personal values and taste, while offering a pettable, first-contact excuse and a rich underlying culture that invites discussion. But realistically, you can't bring your dog everywhere you go.

The makers of Altoids have developed an enormous market for pocket mints, but frankly, opening an Altoids tin-- no matter what flavor-- says absolutely zilch about who you are. The world of mints, such as it is, lacks cultural complexity, and as a result, it also provides no hooks for initiating casual discourse-- even though the candies are great for sharing.

Mint Culture Brands realizes the social and cultural potential that the generic Altoids brand lacks. Over the course of five years, the company will roll out over thirty brands of pocket mints, each with its own unique, fully-conceived and beautifully-executed identity. Interesting taste formulations blended from diverse flavors and perfumes are personality-matched to tins (or other styles of containers) that boast innovative package design and detailed, statement-making artwork. Every pocket-sized pack is a conversation piece in its own right (and an industrial design boutique's dream assignment), whether it's targeted towards Benson & Hedges smokers, Labrador owners, or Porsche drivers. The packages should hold a lot of mints, but also be expensive enough that it's completely reasonable to want to sample a flavor before actually buying one. "Excuse me-- may I try one of those Absinthe Pastilles? You know, that's long been my favorite Toulouse-Lautrec painting, on the tin..."

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