ISO50

This is a really nice exploration. It depicts both sides of the minimalism argument well. It works both in favor and against some of the brands as you can see how elegant it looks for some but yet how devoid of attitude for others.

As much as I love minimalism, I think a world where everything would be minimal would eventually look and feel pretty sterile. Beauty shines more in comparison with mediocrity.

Kind of like the Stendhal syndrome: too much beauty is too much to handle.

I like that he put in the middle steps, because if you just look at the before and afters it becomes a study in “What if I eliminate branding completely and just type the product name on the product in Helvetica.” I love Helvetica, but there’s a reason that there are more typefaces than just Helvetica.

I prefer the second or third steps in most of these options, except Tabasco. For some reason I really love the “curled diamond” look and typography choices on the original Tabasco bottles.

I would predict that the sales on some of these products would fall if you were to swap them out with the current products. It isn’t because the designs aren’t beautiful, they are, but most people rely heavily upon brand recognition and the minimal branding on a few of these strays too far from the original.

There was a whole debacle with Tropicana and their brand update awhile back. The newer designs were wonderful, but the sales hurt so badly that they reverted to their older designs.

Sadly, I think louder branding and often obnoxious design aesthetic tends to be more eye-catching to the masses. I suppose this is where we designers should step in and reinvent the norm…

I agree with most comments above – the best fit is somewhere in between the original and the minimal, I think.

I can definitely appreciate the aesthetic quality, but I don’t think they’d ever work in todays market. At least here in the UK, people associate branding like this with store brands, that is the cheapest value food you can get. Which doesn’t stand for quality. However I do find it interesting that there are a few minimalist brands around that still retain some class through subtle tweaks like font and simple gradients.

I like the idea that we can explore the essence of a brand without all the frills. Some work, some don’t. I disagree about the Guiness in the final stage. I like the second to last version though. Others that work are Nutella, Durex, and Red Bull, because they still contain elements of the original branding. Duracell is also one that works. I like the minimalist approach, especially if it strips away all the junk some brands like on their packaging. While I do not care for the final stage of Smint, I do like how the artist was able to strip away all the graphics that seem to do more harm than good.

Wow, that’s really awesome. I would also be pleased to see a little minimalism when it comes to consumerism.

IVORY SOAP gets minimal:
http://www.underconsideration.com/brandnew/archives/floating_soap.php

I personally would love the last step. I don’t really define myself with these sorts of brands; they are things that I do buy however. They just scream less attention around the house and your purchases become more containers than advertisement.

Of course, from a sellers’ pov it’d never work; they want this stuff to scream.

I agree that the second or third step on many of them was nice. Tabasco was a total failure. Why would you lose the diamond shape? If anything, a simple white diamond label with no text would still be recognizable as tabasco but the minute you make it round it becomes generic.

reminds me of FOOD
http://2.bp.blogspot.com/_VyZEHKINMCc/S5g2vV763rI/AAAAAAAAA78/7qO8wOwYeS4/s320/Repo+9.jpg

The minimalist redbull can it’s amazing

I think it takes the life right out of some of these, a couple look decent, nutella for instance.
But could you imagine if they all did go this minimal? What a bore the shelves would be.

After looking at the stripped down versions, I feel a certain frustration in my brain like I need to unravel a knot inside it. Always too much stuff. Particularly the Nutella. I mean, we already know what our products are…but if everything were minimalistic I think branding would lose its variety.

The minimal branding Screams out at you, but not if everything else on the shelf was designed the same way.

AHHH, this feels nice. So calm when I look toward the right. So amazing. Would this reach the average consumer shopping for these products?

Also, it puts more “visual weight” on the product. If the product can’t “carry it” then it all fails. Crappy product in nice packaging or great product in crappy packaging…still sell? I guess brand perception plays in as well….

Absolutely love these designs, so authentic. Would sales increase? To folks like id say yes, but also would be great to see a weekly rollout to test in your every day consumer.

I don’t think this is an example of minimalism. This is merely… simple.

If I lived in a world where typography was the only aspect of design, I wouldn’t have become a designer.

And I can’t see how anyone would say this is an “exploration”? All of the brands have the same conclusion – centered text. That’s not an exploration… that’s a formula.

And this has already been done before with generic food and products… so you’re crazy if you say that this is “authentic” by any stretch.

Hmmf