Project Overview
Brandless is a startup that sells a mix of household goods and food online with the goal of changing consumption habits. Everything priced at $3 or less is their mission and making quality food affordable is their vision.
Project Commissioner
Project Creator
Project Brief
As the name suggests, Brandless has attempted to emphasize on the products it sells rather than the brand itself. The company sells a limited number of products that range from food to kitchen supplies to beauty products, all for $3 or less. It's aim isn’t just to make quality food more affordable. It also wants to streamline and simplify the overwhelming number of tiny decisions people make when choosing what brand of food to buy by only selling one kind of everything, which includes pantry staples like rice and beans as well as cleaning supplies and even knives and kitchen utensils.
Project Innovation/Need
Besides the unusual name and a versatile mix of offerings, the fact that each Brandless product features a white box with a list of attributes about the food makes the packaging unique and novel. This white box sits in the middle of each product’s label, and features the product’s name followed by a checklist of two to five descriptors like organic, non-GMO, no added sugar, no artificial preservatives, and gluten free which are chosen by people within the company. Every product, be it toothpaste or a toilet cleaner being packaged in an equally attractive way is what makes for the USP of Brandless.
Design Challenge
Creating an individually appealing packaging for 115 assorted products as well as the branding process in itself were the biggest challenges with a name like "Brandless." At the same time, not coming across as anti-brand was another challenging aspect for the company as well as for Red Antler which has designed Brandless' packaging and identity.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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