It’s possible to have too many layers on a design.
If you have a classic brand such as Carnation Milk, you can focus on the logo and key brand assets, and strip back all the other clutter, allowing its iconic status to lead.
This recent update by Carnation puts more weight on a serving suggestion to the detriment of some of the key brand assets and logo
I imagine the brief here was along the lines of ‘we need to show the consumers the variety of things this can be used for and its versatility as a product’. Now, whilst that may make sense for the back, when it’s incorporated on the front of pack, it tends to add busyness and encourage competing elements.
It’s more the language of what an own brand or a discounter competitor would do rather than a brand leader.
Remember, if you’re the brand leader, you’re the leader for a reason. This could be rooted in your history, your pedigree or the fact you are the brand consumers remember growing up with.
Don’t downplay this, be proud of your ability to stand out on your own merit, don’t feel the need to stuff lots of things on the front of the pack as this ultimately dilute why you are the leader in the first place.
#Marketing, #Design, #Packaging, #business
