We’ve noticed a big shift in branding on packaging, to the point that it has become secondary. The package is seen as a canvas for art and design itself, and the product and the brand become the second player. Logos and typography fade into the background and the negative space is filled with colorful gradients and dynamic patterns.
Organic skin care line Natural Science Beauty inverts traditional design hierarchy by keeping the logo and primary information in a minimalist typeface on a plain white belly band while injecting the design with vibrancy through an abstract, hand-painted pattern on the box.
Another brand to follow the abstract color collage aesthetic is Parko, an LA-based organic and paraben-free toiletry range. Their concept of ‘Back to Basics’ is exemplified in the simple, geometric shapes that adorn the paired down packaging design, accompanied by a versatile but modern logotype.
