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With no additional slogans, health notes or ‘new and improved’ tags cluttering the face of the new Ikea food packaging, the concept breaks all the conventional branding rules.
The appeal of a super minimalistic look is certainly effective as the packaging is impossibly aesthetically drawing. Featuring only the most basic of wording, the names given to its products are not at all flourishing or pretty. Pasta is simply ‘Pasta,’ with no embellishment, and chocolate remains the same as well. Other products may have an accompanying illustration, but it is never intrusive in position or design. The color scheme is streamlined to be plain, only occasionally popping with bright hues.
This new branding initiative is in line with the overarching theme of Ikea—to have the most simple-to-use and clean looking furniture possible. Extending the same courtesy to its food, the design mogul seems to do everything right.