Minimalist Effect in the Maximalist Market

Abby Qin
February 20th 2015

In the 21st century, where we are surrounded by huge amounts of data, it was almost inevitable to turn design preferences towards simplicity and less information overload. With this in mind, in 2010 the multidisciplinary design consultancy Antrepo Team created a project named Minimalist Effect in the Maximalist Market. Their goal is to meditate on the most desirable and simplistic packaging and labeling of well-known supermarket products.


The team believes that almost every consumption good needs some review for a minimal feeling. They illustrate this by putting side by side three different design variations for the same product: the original variation, the simplified variation and the even simpler variation. Below some examples:

004_905 003_905 007_905
002_905005_905 001_905 006_905 008_905In 2013, three years after the creation of this project, the minimalist labeling idea inspired the No Noise Campaign of Selfridges, a chain of high end department stores in the UK.

Story via A2591, image via Mehmet Gozetlik

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Should men be able to give birth to children?


Koert van Mensvoort: Is the artificial womb frankenstein-like symbol of (male) engineers trying to steal the magical womb from women? Or… is it a feminist project and needed to reach through equality between the sexes? I personally lean towards the latter. To me it feels like progress if a girl can tell a guy to carry the womb for a change.

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