De-branding?

Wow! I just heard about debrandedhome.com on design*sponge today. It's basically talking about "debranding" your home and buying these cute labels to put on glass or plastic bottles for your consumables, basically creating a brand in itself.

This idea completely blew me out of the water... especially for someone who is so into brand management marketing & design. My mind is swirling with all sorts of ideas and the impacts this could have on creating a de-branded or no-name brand... or lack there of. Of course the idea is deeper than product driven, but it just gets you thinking!