I love the way that certain culturally characteristic aesthetics can come back into style, and the Vilje Musli branding is a delicious example. The packaging for this breakfast blend was designed by students of the Westerdals School of Communication in Norway: Eivind Reibo Jentoft, June Saglie Holte and Rebecca Egebjerg.
The graphic design of the recycled boxes and wrappers quite clearly harkens to times of simpler labeling with less-than-subtle intentions. Looking much like 1940s propaganda posters during WWII, the muesli packaging was conceived to appeal to a contemporary consumer base of empowered women between the ages of 25 and 40 years old.
The female cartoon characters on the Corn, Nut and Blueberry flavored products give Vilje Musli branding a punch. Showing off biceps, open arms and steadfast glances, the oatmeal mascots entice a specific target group.
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Concept: Vilje Musli Branding
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