Design group Antrepo, founded by Mehmet Gozetlik, created these alternative package designs for well-known brands. They were not intended to serve as an official proposal to the companies, but rather as an exercise to stimulate thinking about simplicity.
Minimalist Effect in the Maximalist Market strips down the cluttered design of many contemporary consumer products to only the most essential elements. Each of the three or four variations for a brand is increasingly minimalist. Excess information, illustrations, colors, and borders or shadows are removed, and sometimes even logos and fonts are changed to less complicated designs. Nutella, Red Bull, Guinness, Pringles, and Durex are a few of the brands that receive this treatment.
“Our brains are bombarded by an extreme information overload every single day … For this very reason, considering the magnitude of the amount of information in the 21st century, “minimalism” should not be regarded as a fad,” Gozetlik said in an interview.