constant affectionate maintenance

I don't often read Campaign, but this really sat nicely with my Sunday morning cup of coffee.

"Agencies don't often look for inspiration from pack designers. But the best pack designers are brilliant at making deft little regular changes to treasured packs so that, while never seeming to change, the packs never get any older. That's an extremely unselfish skill; they're not using the brand's money to say, look at me! But then the best brand custodians have always been unselfish people."