# Flashback Food Packaging Vilje Musli Branding Attracts the Empowered Woman By Amelia Roblin | Published 2011-03-08 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/vilje-musli-branding References: [lovelypackage](http://lovelypackage.com/student-work-westerdals-school-of-communication/) & [behance.net](http://www.behance.net/gallery/Vilje-Musli/790003) 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](https://www.trendhunter.com/trends/north-coast-organic) quite clearly harkens to times of simpler labeling with less-than-subtle intentions. Looking much like 1940s propaganda posters during WWII, the [muesli packaging](https://www.trendhunter.com/trends/alpen-muesli) 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](https://www.trendhunter.com/trends/cooper-street-snacks) give Vilje Musli branding a punch. Showing off biceps, open arms and steadfast glances, the oatmeal mascots entice a specific target group. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 71% | Activity: 77% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Empowering Packaging Design:** Brands can leverage culturally characteristic aesthetics to create packaging designs that appeal to a specific target group of consumers. - **Nostalgic Branding:** Designs that harken to simpler times can evoke nostalgia and resonate with consumers. - **Bold Mascot Characters:** Strong, empowering cartoon characters on packaging can attract and engage a consumer base of empowered women. ### Who This Affects Most - **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. - **Marketing and Advertising:** Marketing and advertising agencies can use culturally characteristic aesthetics and bold mascot characters to create effective branding and messaging for clients. - **Graphic Design:** Graphic designers can explore the use of nostalgic and bold designs in packaging to create unique and compelling visual identities for brands. ## Related on Trend Hunter - [Reformed Yogurt Packagings](https://www.trendhunter.com/trends/nomadic-greiner-packaging.md) - [Culinary Brand Packaging Redesigns](https://www.trendhunter.com/trends/mousline.md) - [Women-Supporting Functional Food Brands](https://www.trendhunter.com/trends/old-mill-goods.md) - [Vibrant Organic Product Branding](https://www.trendhunter.com/trends/fruit-bliss.md) - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md) - [Accessible Health-Focused Packaging](https://www.trendhunter.com/trends/nutrition-information-label.md) - [Nostalgic Classic Snacks](https://www.trendhunter.com/trends/classic-snacks.md) - [Vintage Dairy-Inspired Packaging](https://www.trendhunter.com/trends/cabot-triple-cream.md) - [Food Packaging Refreshes](https://www.trendhunter.com/trends/higgidy-1.md)