In a world inundated with products and competing claims of sustainability, a new vision for branding is emerging—one that places values and ethics at the forefront. Picture a supermarket where packaging boldly states a product's values, eliminating the need for numerous sustainability labels. The brand itself becomes the ultimate endorsement of these values, enhancing transparency and authenticity. This shift empowers consumers to make informed choices based on their beliefs, fostering trust and integrity in the marketplace. This chapter explores this transformative approach to branding and its potential to shape a future where businesses are more driven by values.