993: Brand Identity

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Brand Identity
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.
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.

Explanation

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 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.

Trivia

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.

Transcript

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.

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Discussion

Notice that the sugar is inverted? Weird. --Classhole 23:22, 24 January 2013 (UTC)

Weird, the hot sauce is also inverted BlueRoll18 (talk) 02:38, 7 February 2013 (UTC)

NONAME in Canada uses yellow boxes with black text but basically the same idea. --Pundawg 18:56, 19 February 2013 (UTC)

I didn't get this joke because I grew up eating "Slim Price" food branded exactly this way. -lolo 99.120.200.86 (talk) (please sign your comments with ~~~~)

There's a brand called "Ja!" from the Rewe group in Germany that uses this exact concept somewhat, but nowadays, the packages contain pictures and illustrations of all kinds, and aren't as white, simple and plain as they used to be in the past. See: http://www.rewe.de/besser-einkaufen/ja/produkte-und-infos.html --Rolfhub 23:25, 14 September 2013

Here is some old image of the designs: [1]. It's not as simple as in the comic, but it's certainly the same idea. -- 108.162.219.39 20:25, 24 April 2014 (UTC)
Ah, dear old "Ja!"... it saved my life back when I was a broke student. Anyway, also the M-Budget line from Swiss Migros recently started adding pictures to its product, but before that it was all green packaging with black writing. Wonerful --108.162.229.31 13:36, 26 May 2014 (UTC)
"Ja!" is a very successful brand sold in Germany (and more countries) offered by REWE. The products are presented in a white cover, just showing the word "Ja!" ("Yes!" in English) and much smaller the content of the product. Maybe this could also be mentioned at the trivia section. --Dgbrt (talk) 21:55, 26 May 2014 (UTC)
I think the lack of URL is just to troll the consumers. 173.245.63.180 00:33, 13 November 2013 (UTC)
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