The sweet taste of freedom

Posted by Steve on Feb 24th 2014 in: Dairy products, Packaging around the world, The art of packaging: emotional response

Dutch brand Mona desserts on shelf in a Dutch supermarket

Like the vast majority of brands in the world Mona used to have a ‘holding device’ for a logo, which makes it hard to express emotions like fun or joy, or that one you feel when someone puts a monster-sized pudding in front of you. But with its letters released to dance in a field of exuberant red space, this design captures the spirit of sweet treats extremely well. One of the least rational designs in Dutch supermarkets and therefore definitely in the 5%. Because I can feel it.