One day, we went out to buy a notebook. But on the shelf, there were too many different colors, designs and sizes of them which made us confusing to choose the right one. Meanwhile, we found this simple notebook with only "WRITE" written on it, which truly is the one and only functionality of this product.
From this we questioned : What is necessary to help people choose certain product more intuitively and easily among all the varieties? We came up with a 'minimum' solution to daily groceries.
Essential Elements of Daily Consumer Goods
We extracted three elements that are essential for a consumer product to be called and functioned as consumer products. They are form/color/barcode on the package. As long as these three elements are visible, people can recognize what kind of product is inside and purchase without any difficulties.
On top of that, products normally need a brand. And we named it 'IT', since we thought this can communicate minimum presence and maximum subtleness by representing the product that you buy everyday almost unconsciously. So, 'Please buy IT today.' or, 'Did you buy IT?' could be some phrases for easier understanding.
Milk
A normal white milk packaging. Here you can see the logo combined with barcode information on front face. Also on the right with some additional explanations such as ingredients, percent of fat, Calories and so on.
Milks by flavors, plain/banana/strawberry. Same form overall, different colors revealing substances inside.
Cheese
A piece of cheese package. The different yellowish colors show different intensities. Less information, more intuitive.
Egg
Egg packagings for white/brown eggs.
Chocolate
Chocolate packaging. 40%/60%/80% cacao content.
Beer
Beer packaging . Lager/Wheat/Dark beer.
