In a small local shop in Brighton the owner is de-branding her products as a part of an art project. The goal is to replace favorite packaging with locally sourced design efforts from various social groups like: schoolchildren, mental health service users, people with addictions, and so on. The design and the execution is not fancy by any means. Everything is handmade, but it adds a familiar human feel to a “striving-for-perfection” sterile packaging.
For the shop’s customers, Kathrin Böhm who is the co-author of the project, hopes that It offers “a moment to realize that this is the way we shop and choose, and [that] who we shop with is a conscious decision.” Böhm’s project offers consumers a chance to reconsider their own patterns of behavior and, she adds, to realize that, quite apart from the logos and packaging, “there’s actual value to certain things like a good shopkeeper.”
I’ve reported in previous posts about how our buying decisions can be influenced by packaging and branding, so it is truly fresh to enable consumers to experience the “real” product behind the box, or a different shopping experience when our senses are not hijacked. It makes me go back to basics and think about the “hard” and “tangible” elements that constitute a product or a service, before all of the elaborate design and communication strategies. I firmly believe that a good product will go a long way in winning the customer’s trust and will guarantee his return.
You can read more about the project here:
Taking the Branding Out of Brands in a Small British Town