With the wealth of information our brains are processing on a daily basis, coupled with a general skepticism and distrust across beauty, food, and beverage sectors; brands that deliver a clear, concise message are gaining our attention and increasing in popularity. We are surrounded, overwhelmed and bombarded by media reports, corporate jargon, advertising, social media and when it comes to the world of FMCG packaging, it’s the quiet between the noise that stands out in our minds.
A matter-of-fact design approach that highlights one single minded reason to believe – whether it’s emphasizing a key single ingredient or one brilliant benefit, packaging that has a clear message is allowing us to shop in a more considered way, encouraging us to use our intuition as part of the decision-making process.
Using transparent language, pared back imagery and refined fonts is no longer only relevant to premium products, minimalism on packaging is accepted in the mainstream now, largely due to consumers being desensitized by an overuse of marketing claims and traditional design cues for ‘authentic’ products, such as McDonalds ‘Crafted Range’ or Heinz’s chalkboard style ‘Soup of The Day’. The corporate giants have established an aesthetic for authenticity that now appears like wallpaper in the context of supermarket shelves and we’ve stop being convinced.
US food and grocery pioneers, Brandless, based in San Francisco, are leading the way with pared back, no nonsense packaging that contains a single ingredient or product. The trademarked ‘white box’ displayed on all of the company’s packaging lists key benefits or qualities of the product, and the simple pricing structure (every product is $3 US) maintains simplicity across all aspects of the range.
T Plus Drinks have created a range of ‘super teas’ for any mood or occasion, blending a mix of functional herbs, vitamins and fruit to work harder for your health than anything on the market. They have focussed on one single message for their range to help consumers understand the overarching end benefit – whether it’s sleep, energy, or focus you’re after. Similarly, Kiwi brand Only Good are heroing a key benefit on their range of gentle body washes, which are all 100% natural, palm free and never tested on animals. The packaging is designed with integrity to these core messages and the branding is given an extra touch of love with gold foil detailing.