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Antrepo take Minimalism to the Mass Market

By Sam Dunne - December 21, 2010

in Object Culture | Graphic Design

International design studio and staunch ambassadors of minimalism Antrepo have been getting creative in the name of their design principles.

The firm have shone the torch of minimalism on a whole host of household brands, from Nutella to Nesquik, to illustrate the impact of the understated—in the way that many a designerly mind has dreamed about for decades. By visualising not one, but two stages of simplification, the guys at Antrepo illustrate just how much unnecessary visual bumpf we as consumers are subjected to.

Check out the Antrepo blog for more package purification.

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Lukas J

14 years ago

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The above comment reflects almost perfectly what I was about to say. Thief! Anyway, such a boldly minimal approach would probably cause it to stick out on the shelf in the current market due to its refreshing simplicity. Seriously, though, walking through a store full of this kind of minimalist packaging would leave me a little dull, depressed, and thinking that I was 'Lost' on an island with little hope and life to celebrate. Dharma food, baby, devoid of any expressiveness and emotion.
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intropyorg

14 years ago

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That this works is a reflection on the strength of the original brand. Not the worth of minimalism. As M4rk points out, it's not possible for everyone to take this approach. Already you could argue this 'pure' 'unadulterated' style is being overdone (particularly with so called green/efficient/friendly goods) and this kind of packaging is becoming less individual and less visible.
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M4RK

14 years ago

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When you think about it though, the world would be a sad place if everything looked liked that - almost communist...

And designers would be craving for more visual flair, and showing examples of how good products could look with some decorative explanatory elements... we are all just looking for the balance, actually...
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