Minimalism & Branding
Humans love colourful things.
We are naturally drawn to them due to our biological wiring.
But too much of a good thing can become, well… too much.
Photo by Onfire Design
The global packaging industry is forecasted to grow to $1.42 trillion in 2028, for global sales. Accompanying this growth is a sustainability-first mindset within consumers.
Businesses have capitalized on this by investing significantly in R&D for packaging. With that being said, it is clear that companies that fail to prioritize sustainable packaging will see limited growth.
Wherever there is functionality, there is also design. Within this domain, there has been another major industry trend - colourful designs alongside playful branding.
This is especially noticeable in certain industries such as health & wellness, beer & wine, bedding and CPG. Below are a few examples.
One thing is for certain, this style of packaging is very playful. It grabs your attention without being invasive. It is easy on the eyes, through its usage of smooth typography and bright colours.
But one issue arises here.
It can all be summarized by this one quote - If everybody is special, then no one is.
Let me explain.
When all of these brands partake in this trend, there is no longer any differentiation between them. They all blend into one jumbled mess of colour and unpolished fonts.
As a result, the consumer experiences what is known as packaging fatigue.
When shopping, customers are unable to choose between brands because they all have similar visual identities. This creates a decision paralysis, making it difficult for companies to get meaningful marketing insights.
Brands must engage in this trend tastefully to avoid the ill fate of packaging fatigue. In an ideal world, companies should adopt this design language, while staying true to their roots. This is much easier said than done.
In 2024, Kleenex took on this challenge by conducting a complete brand overhaul.
The brand stayed true to its roots by using similar typography to its 1961 rebrand, while adding a modern touch. As a result, Kleenex has developed a simple, yet visually appealing brand identity.
Kleenex has shown the world that it is possible to participate in marketing trends, in a way that doesn’t make the consumer roll their eyes.
