It's been proven time and time again that simple branding identities and packaging designs always seem to be the most successful. For some reason, clean and understated visual branding gives consumers more confidence in the product's quality.
One excellent example of simple branding identities and packaging designs done beautifully is The Pressery. The Pressery is a brand that was born from the love of whole foods and their health benefits -- and it really shows in their design because they keep it clean and neutral with all the focus going to the product itself. The designer Tim Jarvis decided to go with complete minimalism to accurately reflect the pure values of this unique hand-made product.
"Given space to breathe, the logotype always appears adequately padded by a sizable negative space square; a visual metaphor that nothing is allowed to compromise the absolute simplicity and purity of the product," says Jarvis.