Pistachio

When a thing is not the thing it says it is.

Like cheese on toast, which is what it is.

Like how it used to be called Welsh Rarebit. Here’s The Old Foodie on rabbit vs rarebit:

The OED traces Welsh Rabbit to 1725, sixty years before “rarebit”, and the eminent lexicographer H.W.Fowler stated in no uncertain terms “Welsh Rabbit is amusing and right. Welsh Rarebit is stupid and wrong.” End of discussion.

Why the identity works:

It’s all about the cheese. The point of the dish is to have a vehicle for cheese. The Welsh love their cheese. [Who doesn't?]

And also whimsey. Rabbits do whimsey well.

Identity design by  CandyCoatedUniverse

Sweet. Smart. Great metrics. Wait for “Results.”
By the time the piece has you, you’ve forgotten the significance of the special offer that inspired the whole thing in the first place. Doubly good … 2-for-1 good.

From IdeasAreAwesome [are they ever] via Leona Hobbs, aka Tumbleona.