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.
Flashback Food Packaging
Vilje Musli Branding Attracts the Empowered Woman
Trend Themes
1. Empowering Packaging Design - Brands can leverage culturally characteristic aesthetics to create packaging designs that appeal to a specific target group of consumers.
2. Nostalgic Branding - Designs that harken to simpler times can evoke nostalgia and resonate with consumers.
3. Bold Mascot Characters - Strong, empowering cartoon characters on packaging can attract and engage a consumer base of empowered women.
Industry Implications
1. Food and Beverage - Brands in the food and beverage industry can leverage empowering packaging designs and nostalgic branding to appeal to specific target groups of consumers.
2. Marketing and Advertising - Marketing and advertising agencies can use culturally characteristic aesthetics and bold mascot characters to create effective branding and messaging for clients.
3. Graphic Design - Graphic designers can explore the use of nostalgic and bold designs in packaging to create unique and compelling visual identities for brands.