A bad packaging designer, 42, said yesterday, "We realised very quickly that the customers values had become misaligned with the core values of the brand. Extensive research found that users no longer wanted premiumisation in a period of economic woe. Even the key ABCDE demographic spurned premiumisation for simpler, basic (but still luxurious and aspirational) brands.
We looked at some of the post war creativities and began an extensive redesign of the core range. First we removed all serif fonts - sans serifs are considered cheaper and more basic. Then we took off all foil blocking which frankly customers felt alluded to an offensive debauched era. Lastly we made the tough decision to make all packaging two colours, thus giving the impression we had only used half as much design time.
We call this Austeritising Your Brand and we believe we can increase sales by up to 110% using this approach."