How this Design Firm Transforms Our Favorite Food Brands is Absolutely Breathtaking


Buying snacks is never easy. All that packaging in the aisles can quickly become overwhelming.  There are simply too many mascots, bright colors, and flashy packaging clamoring for your attention.  When you consider that the “average person sees up to 5,000 ads” a day, you can imagine how exhausting it all becomes.

All of this could by cited as inspiration for Astrepo, a creative agency that released a photo series taking packaging down to a calmer place.  Minimalist versions of Nutella, Nesquik, and Tabasco sauce are only a few of the featured pieces, which show the progression from recognizable logos to more streamlined conceptual pieces.  The stark simplicity of each transformation a commentary on the folly of branding ideals.



But what do you think? Do you prefer the minimalist versions, or the tried-and-true classics?

H/T First We Feast

By Nora Landis-Shack

Nora Landis-Shack was born to be a foodie. With a classically trained French chef for a father, she’s been exploring new tastes since she was big enough to help chop vegetables for dinner. Pig’s feet, frog’s legs, and tripe are delicious child’s play. Which isn’t to say she doesn’t love a great steak. Because she does. With frites, please.

11 replies on “How this Design Firm Transforms Our Favorite Food Brands is Absolutely Breathtaking”

This looks much more impressive because it is part of a sequence in which we see it go from some level of complexity to a very simplified version. It’s a makeover and that is what is impressive. However, if we were to see lots of products with such generic labels in the stores, we’d actually find them visually similar and boring. We’d gravitate toward something flashier and more complex and have less confidence in the simplier-looking brand. Designers know what they’re doing to catch people’s eyes. If these simplistic designs were in any way better for consumers in terms of catching their attention and increasing the chances that they’d buy the products, they’d already be in use.

Calming is fine… but put these products on a supermarket shelf next to 100 other brands of competing products, and you may have a serious sales problem.

This would make shopping at a supermarket extremely boring. You do not get the same drooling sensation for various items when you have to look at such simple and similar styles of packaging lol

Is it me or is this akin to staring at shelves of government sanctioned products ..? Good exercise to reveal branding prowess, but I’d hate to live in a world of minimalism. Colour and motion (even if it’s ugly) is better than staid, rule based conformism … no?

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