Never judge a book by its cover.

Sure, it’s a cliché, but it became one for a reason: At some point, we judge people and things by their outer appearance. But what about when that book doesn’t have a cover—is it OK to pass judgment then?

Brand strategist Andrew Miller is exploring a similar notion through a new Tumblr project called Brand Spirit. For 100 days, Miller will douse our favorite products in a coat of white paint, essentially ripping away those valuable brand labels, “reducing the object to its purest form,” not to mention testing whether those millions of client dollars invested in a visual identity are doing any good.

Take a look at Miller’s efforts so far here.