How brands use colour, wordmarks, logos, and brand principles to be disruptive or stand out in a crowded marketplace, continues to be an interesting study. Each week, at 2Social, we have a “Show & Tell” meeting where team leaders presents interesting perspectives and case studies of noteworthy brands/businesses.
This week, Sofia, our graphic designer, presented “Brandless”, a company that offers products that match our values, preferences, and at times requirements—products are non-GMO, sometimes organic, fair trade, kosher, gluten free, no added sugar and all available for $3.
An interesting business study, this week we look at how they presented themselves visually, as a brand online.
Brandless was launched as the new friendly and healthy start-up that promotes transparency and simplicity, emphasizing on the products they offer instead of the brand itself.
Leading with an honest philosophy, “Just What Matters”, the offering starts with highlighting the values a consumer is looking for in each of their products (all 115, that is). Their products range from food, to personal care, and even household supplies, all for $3 (or less) with the mission of making available good quality products to everyone. Because, as they say, “better shouldn’t cost more”.
So, how do you design packaging that is a stand-alone product, but also belongs to the same non-brand? Well, you distill down all the modern design codes that are out there and simplify them to their core. Trademarking everything in the way, of course.
Hierarchy within simplicity
Every product Brandless offers follows the same layout structure: their trademarked white box containing a checklist with the five elements that are most relevant to each product, surrounded by a solid bright colour background (sometimes with a photo in the food department, because you need to ignite a craving in your consumer somehow), sans-serif font and generous amount of white space.
This layout is replicated across all the products and it adapts to the content in a way that can be differentiated without neglecting “non-brand” cohesiveness. This is where colour coding comes in handy.
Colour makes the difference
Brandless took a clever path thinking about colour first. When you see their wide range of products, they all look part of the same family because of the graphic structure, and individually unique because of the colour. These tactics distinguish hand cream from toothpaste, garbanzo beans from black beans, Italian dressing from teriyaki sauce, and so on.
Being visually consistent, every item you get from Brandless, will have a harmonious style when you put them all together in a cabinet.
The art of being subtle
Going back to emphasizing the actual product over the brand, one of the first things we noticed about their packaging, is that the main element is not a logo, but the name of the product. Secondary to the product name, comes the wordmark/logo.
So, from a marketing and manufacturing perspective, they may be brandless. From a graphic point of view? They are one robust brand that did a noteworthy job.
You can find more about Brandless in their website, click HERE.