993: Brand Identity
Title text: Legally-mandated information would be printed on the back or discreetly along the bottom. In small letters under the nutrition information it would say 'Like our products? Visit our website!' There would be no URL.
This comic presents Randall's idea for a line of food products all with clear black font on a white background. The products with black block lettering and white background stand out from the other items in this comic. The irony is that even though the branding isn't terribly creative, the lack of complexity is what causes the products to stand out.
In the title text, the lack of a listed URL relates to the lack of branding on the package. It is possible that omitting the URL the consumer’s curiosity will be aroused, and they will spend time on the internet hunting for the actual site.
The incredibly varied shelf of a supermarket aisle. There are many different types of products on this shelf. Each type has numerous different brands, all surrounding a very plain brand that has, as its only label, the type of product. A plain bag, labeled in plain black letters, says "Potato Chips" and is surrounded by all the other various brands of potato chips. The same exists for tissues, crackers, matches, peanuts, hot sauce, sugar, milk, pasta, coffee, black beans, lima beans, mayo, ketchup, tea, and bread. There is a stark contrast between the incredibly noisy and complex labeling of every other brand and this simple one.
The Swedish grocery store chain “Konsum”, whose low-price brand “Blåvitt” (literally “blue-white”, which were the only two colours used) had almost that design from 1979 to 1998, and still is one of the most widely recognised brands in Sweden. See this blog post.add a comment!