Super-minimalist packaging trademarks white space

There's minimalist design, and then there's the new range of products from the appropriately named company, Brandless. Based in San Francisco and Minneapolis, the company claims to be a group of thinkers with big dreams about changing the world. To turn its ideas into reality, Brandless has launched a range of extremely minimalist products.

We say 'extremely minimalist' because Brandless has taken the drastic step of trademarking a white box design for its food and home items. Co-designed with the help of Brooklyn agency Red Antler, each product is made up of a single colour with the white box design dropped on top. The text in the boxes is effectively negative space, and is readable thanks to the colour underneath shining through.

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Would you buy packaging that looked this simple?
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Brandless launched with a range of 200 items
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The products were tested to make sure they remained competitive
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Some commenters online have compared the range to budget supermarket brands
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Other critics have questioned whether you can democratise the grocery industry

"With Brandless, we wanted to invent something completely fresh and new," say the pair behind the design, Tina Sharkey and Ido Leffler.

"Something that puts purpose into every product and message shared, and models a new kind of relationship between people and the companies built to serve them – directly, with integrity, transparency, authenticity, and democratised access."

So far, so Silicon Valley. But the lack of identity means that the products are dodging a fee known as BrandTax, which in turn has let Brandless set a standardised price across all its items.

Explore the range of products by clicking left or right in the gallery below, and if you live in the US and like what you see, you can order the Brandless goodies online.

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