Counter-Print’s Merch: We Love Our Customers

Counter-Print has published Merch: We Love Our Customers, released 7 September 2026. The new 200-plus-page book makes the case that merchandise is no longer a forgettable giveaway but a deliberate, tactile way to build identity and revenue — a point that matters to music fans and creators who depend on merch for income and cultural reach.

The independent publisher, founded in 2008 by Céline Leterme and Jon Dowling, collects case studies showing how well-made physical items extend a brand into people’s daily lives. The projects range from restaurant identities to festival paraphernalia, but the lessons are directly applicable to bands, labels and promoters: thoughtful objects keep fans engaged between releases and gigs.

"Physical, tactile and enduring"

— Merch: We Love Our Customers

The book highlights specific campaigns that ran their visual systems across mugs, tote bags, patches, staff tees and bespoke packaging. Hey Studio’s work for Casa ñidro translated a 1970s-inspired look across awnings, bags and uniforms; Dirty Vegan used a bold, nightclub-ready identity by Jens Nilsson that ended up on neon signs, stickers and embroidered patches; and Angel & Anchor leaned into Australian milkbar nostalgia for the 2023 World AeroPress Championship in Melbourne, producing mugs stamped with local phrases and bottle-cap style badges.

For musicians, those examples underline two practical points. First, well-designed merch can amplify a project’s narrative — it signals taste and values the same way an album’s artwork does. Second, merchandise can be a steady revenue stream that survives streaming cycles: a limited run tee or a unique enamel pin creates collectability and direct fan investment.

Counter-Print packages the idea with a playful retail twist: the first 100 copies include bookmarks and badges, buyers can choose the book’s cover artwork (options like a pencil, shirt or basketball are offered), and the book is priced at £25. It’s a primer for anyone who wants to turn small objects into lasting cultural touchpoints.

If you tour, run a label, or simply collect band tees, Merch: We Love Our Customers sets out a clear reminder — physical stuff still matters, and when it’s done with intention, it works as both craft and strategy.