Trust, personified

Posted by Steve on Apr 17th 2013 in: American Packaging, Bread, Cereals & Cakes, Packaging around the world

Quaker Oat Porridge on Shelf

Great to see the very first packaged brand, launched by William Henry Crowell in 1860, still going strong. The portrait of the un-named gentleman has never looked better, hanging centrally over a very straightforward and restrained design system based on square colour blocks. If I’m being picky this information panel doesn’t feel very integrated and tends to cut off the food shot, something that is easily solved as the Dinosaur Eggs variant shows.

In case you’re wondering the Quaker is certainly not Crowell himself; he was an industrialist who invented the brand name and iconic image because he understood the essential role of symbols on packaged goods: creating trust in the quality of a hidden product inside.