I’ve noticed a few more food & beverage brands whose package designs rely more on declarative statements, than on logos or photography.
The messages are generally oblique, sometime humorous, sometimes ironic. An odd mash-up of conceptual art and capitalism.
(More about each of these 4 examples, after the fold…)
“… the Not For Sale Soup project… helps empower trafficked women in Amsterdam’s Red Light district through vocational training.”
“Today, Not For Sale is happy to announce that the global retail giant HEMA is joining us in the fight for freedom. To help support Not For Sale’s work around the world, HEMA is selling organic, high-quality soup and is donating a portion of the proceeds to Not For Sale. The four different soup flavors – Pumpkin, Tomato, Goulash, and Mushroom.”
2. Mucca Design’s coffee cups for Brooklyn Fare with their anti-Starbucks declarations (about cute names for coffee sizes) undoubtedly speaks to all of us who still refuse to say “tall” when what we really want is the smallest, least expensive size. Mucca used the “declarative” style throughout with similarly irreverent statements on shopping bags, napkins, etc.
“A key focus of our branding strategy was to give the store a unique voice, which we expressed in a literal manner with irreverent text that conveys a smart New York humor. And because the brand is based on copy meant to engage the customer, we created a playful proprietary typeface, Fare Serif, to echo the same tone.”
3. BLK water’s packaging was designed by
BrandFire (see bukoshakes’ comment below for corrected package design credit) and uses a declarative promotional message that is only revealed after the product is (at least partially) consumed.
4. Früute’s declarative cookie packets were designed last year by Ferro Concrete. Früute is also another example of a brand whose logo uses an umlauted, sans-serif “U” as a happy face. (See: Brands Make Ü Happy)