Oct 18, 2010

Less is more. Unless it’s less

The ham may be cured, but we think this new packaging could make the brand rather ill.

It’s all very well for Waitrose or a premium niche brand to reduce its logo to a scarcely visible endorsement, whilst the product values are given centre stage. It’s our old friend the ‘less is more’ story, appealing to the discerning aesthete in all of us.

But Princes? Come off it, it’s a treasured ‘trading’ brand, labeling commodity products with a familiar old‐fashioned marque of good, though not premium quality. Apart from this design telling the wrong story, it’s also a poor execution: with the stately old logo reduced to a straggly wisp in the corner, and its riband a pointless underline, it truly is ‘lost in space’.