This collection of cartons may be a sensory step up from plain white boxes with simple black text but Discipline packaging certainly does not aim to embellish the consumer's perception of what's inside with fancy typography and illustrations. Bright orange ink covers every side, interrupted only by white lettering that bluntly describes each product.
There is actually quite an appeal to this branding strategy, as consumers have come to appreciate minimalism in merchandizing. Wrappers were becoming too chaotic and colorful in designers' attempts to capture attention from the shop shelf.
SM Associati had a bit of fun with the development of Discipline packaging. Containing furnishings and decorative domestic objects, the boxes are marked with quirky names for each of the items.