rectangular sheep

We have been told to question our taste all the time and to re-re-reconsider our thoughts on a project.Also not to leave the first glance alone however isn't it that first look which gives the feeling of like or dislike most of the time? When I saw the following branding project, I immediately liked it:  there are harmonized (this word scares me as if I am on the edge of a lame poetry) colors, beautiful typography, tasty papers etc. But are they the first/main reasons why I liked it? Certainly not, the rectangular sheep, you caught my eye! I'm kind of worried these days; whether my taste focuses more on the content(the subject) than the device(design)