At the supermarket this weekend I did a double-take passing the shredded cheese display. New packaging! How exciting. I made a beeline for the display which looked a lot like what you’d expect a generic or store brand to look like. Then came the big shock — it was Kraft!
Considering how controversial the rebranded Tropicana packaging was, I was very surprised to see that Kraft had followed suit. In the old packaging, although each package varies from cheese to cheese, the basic look remained the same: a blue wave at top and bottom, a “banner” top and center with the Kraft logo and type of cheese, and a clear view into the package. It’s recognizable, eye-catching, and invokes a sense of quality.
The new, cleaned up packaging is almost austere in its simplicity. I am a big fan of white space, but this new design may be oversimplified for a big consumer brand. It heralds the old store brand packaging we all used to recognize, before “no-frills” brands began to compete on visual presentation, and not just on price and value. The packaging is not just a simple white and blue stripe with a block of color to indicate the type of cheese, it’s also not glossy! It’s a more matte-looking plastic package material, which, I’m sure, is intended to stand out from the other brands’ glossy cheese packaging. You might also think, that given all the clear-space around the Kraft logo, that the logo would stand out more from the package. However, it manages to get lost on this über-clean design, your focus, instead, is drawn to the colored block of copy on the bottom, which tells you the type of cheese in all lower case letters. (more…)