With San Pellegrino, Lilt and Sprite embracing stripped back looks, we discuss what’s going on in drinks branding, and the dangers and joys of minimalism
However the ‘flatification’ and stripping back of design is an enduring conversation point. Companies from across sectors have embraced simplified branding, often in response to the demands of digital environments. Inevitably the phenomenon has also reached the world of packaging, which faces fresh challenges as more of us shop online – often viewing products as tiny thumbnails.
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San Pellegrino packaging
Top image: Full Circle Brew Co branding by O Street; Above: San Pellegrino’s previous packaging design. Photo by The Image Party, via Shutterstock

Design, like many things, is cyclical. Trends go back and forth between one thing and another – one minute it’s all about sans serifs, the next it’s quirky 70s-inspired type, and inevitably, as we bore of that, it becomes something else.