Colour crafting – too simple to ‘own’?

Bold, modern typography, like Chocolat Factory’s packaging, has a super-simple, stripped down approach. But is this its primary flaw? This popular look, if applied without enough of a differentiating element, can end up looking generic. Colour blocking is great for differentiating flavours, but something else has to be going on to create an ‘ownable’ design.

Below are some examples. Some seem to rely too heavily on colour and don’t make their packaging distinctive enough from other brands, while others are doing a better job. Can you tell the difference between the brands well enough? Are the differences memorable enough so you’ll know where to go back for your next chocolate fix?


  • Kevin Gordon

    What does it taste like?
    How much?

  • kristina childers

    this fad drives me crazy – especially those gawd awful pepsi bilboards. i am all for minimalism and cleanliness, but some people are forgetting to include the beauty that rounds out this look.