Minimalism in a maximalist market
A dose of minimalism and efforts for changing the perception is maybe the simplest definition for Antrepo Design Studio.
Minimalist effect in the maximalist market is about simplicity, with this project, the studio is trying to find alternate simple version for some package samples of the international brands. Antrepo team think almost every product needs some review for minimal feeling. I love the approach.
What is your choice in these 3 different variations?
1. Original variation
2. Simple variation
3. More simple variation
- 23.12.2010 .
- Benoit Raimbault .
- Tags .
- Category:
- Graphic design + Package design
- Object:
- Identity
- Agency:
- Antrepo
- Share .
- 11 comments
to me, this concept somehow works and somehow not – when i look at the schweppes bottle the red bull can or the lindt chocolate packaging, i find this is a really good concept, strongly underlining the focus on the brand and giving it a stylish yet qualitative look.
but looking at the corn flakes or toffifee or especially the nesquik stuff, it doesnt work – just because these products mainly aim on childrens eyes which need to be attracted by colorful makeups – they are not impressed by a minimalistic packaging..
this shows that you cant apply one single concept to several different brands or products.
all in all i agree with this concept, reducing visual input to the min. nice idea !
Depends on the brand’s power, i.e. customer’s awareness.
All the names have no indication of what the product is. Insofar as some of the minimal packaging shows a description, it still doesn’t help much in understanding what’s inside. It’s the small differences from cheap/generic that make a brand worthwhile, and a perfunctory declaration of “corn flakes” doesn’t help.
Compare a wine store: unless you have sampled a particular product before, or are very aware of obscure factors, most purchases are based on color and price.
For some reason I can’t make myself prefer the box of corn flakes without the picture of corn flakes. I think to a certain degree my mind needs reassurance of what’s inside a package of food. Interestingly, I love the simplest nutella example though.
Very Hit and miss. I think making the cornflakes box transparent would help. As for the Nesquick, I wouldn’t buy that shit anyway. Perhaps the ability of a product to survive or even thrive under minimalist marketing is a sign of its quality.
lolz this a stupidity at its height not minimalism……i would never buy the product showcased under minimal design…
lolz this a stupidity at its height not minimalism……i would never buy the product showcased under minimal design…
1. flop
2. doent communicate value
3. stupidity at its height…its not design
I like the Nutella, Lindt, Scheweppes and Pringles ones.
I think it’s because the products are so good they don’t need anything else.
Nutella, Scheweppes & Mr Muscle are the winners. Nutella is so chocolate I want to eat it!
success of this experiment depends on so many things. brand equity is crucial. how recognizable the brand is even without saying what the product is – many brands can get away with this. Most of these brands can get away with this on brand equity alone. we know what’s inside (in some cases we can actually see the product) and the logos are presented in a way that we can easily identify. some sort of iconography or text based identifier would need to be devised for the different flavours of the food products, (and the yellow and blue of durex alone isn’t enough to tell me one package of condoms is flavoured and one not) but overall the money these companies have spent has educated us on the use of these products already.
nestle has a bigger problem. its product offering is so diverse in a saturated market that we just don’t have enough clues to differentiate it from other “corn flakes”. it definitely starts to look very generic. (LOL, their yellow package of nesquick doesn’t help here, as yellow is a pretty popular “generic” color.) the picture on the package of nesquick helps us determine that the powder or liquid contained in this package is turned into something else that can be consumed. the other foods don’t need that storytelling as you can open the package and eat it directly.
durex & nutella is so good for me
I love the second nutella!