Opinion

No Label? No Problem

Can 'no label' packaging really transform a consumers' shopping experience?

Coca-Cola recently launched its first-ever “No Labels” packaging design in the Middle East to promote a message of no labels, no stereotypes, and no prejudice during the month of Ramadan.

Coca-Cola packaging has continuously evolved since the company’s inception; however the classic design has never gone without the swoosh of Coca-Cola lettering, making this change all the more compelling and memorable.

However, this isn’t the first time a company has created such an initiative. In 2013, Selfridges “No Noise” campaign transformed the shopping experience by stripping products back to the very basics – meaning no logos and no labels.

The curated products included de-branded Marmite and Ketchup – products whose design and packaging are so emblematic that they can stand on their own.

In a similar thread, it is the basic aesthetic of Japanese retailer Muji’s “no brand” strategy that has made it an increasingly popular (anti-)brand.

In a world that is becoming increasingly cluttered with advertising messages, a little simplicity can go a long way. For companies whose products and brands strongly resonate with their consumers, it seems that no labels = no problem.