We are all familiar with expiration dates printed on food products, and normally don’t pay much attention to them. But I recently had a new drink whose date stamp caught my eye.

Instead of the usual “expires on XX” or “use by XX” or even “best by XX”, this one read: “Enjoy by XX.”

Think of the subtle difference that one word makes. Instead of a negative message about expiring, it plants in your mind that this will be a pleasurable experience. It sets you up with anticipation instead of trepidation.

The next time you have to print a rote message, see if you can do it with a flourish like Naked Juice.

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