Wackaging

© Sophie Neilan 2011

Do you ever feel your packaging's getting a bit over-familiar?

Peruse any supermarket aisle in the UK and you will find a bewildering array of packs doing everything they can to be your best mate. Do I really need to be pals with a box of porridge? Has my social life become that stunted since having kids? Maybe.

Several years ago, Innocent  paved the way for hundreds of brands struggling to find their voice. Innocent did a brilliant job and continue to do so, in my opinion.

Unfortunately, a lot of other brands have decided to find their voice too or, more explicitly, not exactly their voice, more that of Innocent's rather less cool younger brother.

There's a whole blog devoted to what has been termed "Wackaging". All packaging geeks, horrified copy writers and wackaging wanabees, click here ...