The Safety of Yesteryear

June 16th, 2009 § 1

The prevalence of retro styled packaging is not a new trend, but seems to have really taken off this year. This is probably linked to the current economic climate. Hard times seem to bring more nostalgia for the good ole days – nostalgia which translates into visual culture, for example through consumer product packaging. In an unstable world, it’s not surprising that we reach for something safe from the shelf; a kind of visual comfort food if you will.

The perhaps most extreme example of taking advantage of consumers’ crisis-induced love of times gone by is companies actually going back to older packaging designs. The last picture below shows just such a phenomenon – vintage styled General Mills cereal boxes that were sold at Target in February and March this year. Another example of this is of course the much written about Throwback edition of Pepsi and Mountain Dew.

But probably, a part of the turn towards the intricacies of vintage packaging can also be explained in terms of broader design trends; the modernist hegemony of the early 00′s started in time to seem  limiting to designers. Elegant as a simple, stark graphic approach may be, it can also mean a risk for brand anonymity. With the whole arsenal of retro ornament and imagery at hand, the designer might be better equipped to bring out the personality and history of the brand. This way of connecting with a brand’s story is of course in line with the trend of consumers seeking out the local, the authentic and the obscure.

Booths Originals
Booths Originals
Booths Originals heritage range designed by Camilla Lilliesköld.

Irving Farms
Irving Farms
Irving Farms coffee designed by Louise Fili.

Loto Massage Oils
Loto Massage Oils
Loto Massage Oils designed by Arutza Onzaga, P576.

Mommy Francis takeaway packaging
Mommy Francis takeaway packaging designed by ilovedust.

Painted Pretzel
Painted Pretzel
Painted Pretzel pretzel packaging designed by Yael Miller.

Vintage cereal boxes
General Mills cereal boxes on the shelf.

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Tagged: branding, graphic design, packaging, Trends

One Response to “The Safety of Yesteryear”

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  • This is a blog about digital media, brand and communication strategy, and generally trying to make some sort of sense of a digital world, by Ylva Lindberg. Ylva has arguably the best job in the world, working in media marketing at Sweden's leading magazine publisher, Bonnier Tidskrifter. She holds a Master's degree in Communication Studies, specialising in digital media and economics. If this blog's rather eclectic mix of Bourdieu quotes, rants about hotel branding, and media use pie charts makes you want to get in touch with her, feel free to , follow her on Twitter, or add her to your network on LinkedIn.
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  • Author: Ylva Lindberg
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  • Categories: Communication Strategy, Design Strategy & Visual Communication