Mr. Max brought home the above nutritional shake powder and as soon as I saw it I exclaimed, “DESIGNER whey? OOH FANCY!”

and then we both died of sarcasm.

Seriously, I kind of love everything about this package design. In addition to the utterly nonsensical use of the term “designer,” there’s also the phrase “America’s #1 protein since 1993.” Why not just say America’s #1 protein and leave it at that? Sticking that preposition at the end sort of turns it into the wussy opposite of a humble-brag. (Would that be a brag-humble?)

It immediately reminded me of another braggy bit of marketing that recently came to my attention: a bag from a grocery called Mediterranean Foods in Astoria.

“The best store of its kind in Astoria.”

The friend who sent this to me captioned it: “Beautiful in its modest braggadocio.” I couldn’t have said it better myself.