“Simplicity is the ultimate sophistication.”
Leonardo da Vinci
The less is more approach to minimalism in design can be exquisitely elegant and sophisticated. Achieving that level of success is challenging and requires great skill. Every decision in the design process is critical.
What some would call minimalism, others would call lazy design. It lacks effort and nuance. It is, in the current vernacular, basic.
The Bread & Butter Chardonnay label falls somewhere in between. Generic black type on a white field. Brand name. Grape. Vintage. ABV. Done. It isn’t exemplary minimalism but it isn’t lazy design either as was my first impression.
What the Bread & Butter packaging reveals is that the designer listened to the client. The brand philosophy is don’t overthink. Keep it simple. Wine doesn’t need to be complicated to be enjoyed. Bread and butter are basic staples. The name works for the brand and so does the label in communicating its ethos.
Bread & Butter is a popular brand. Popular doesn’t always mean good. I shunned the wine and loathed the label before deciding to review the packaging. It’s surprisingly good for its price point. As stated on the back label, this is classic California Chardonnay. The wine is full-bodied and rich with the typical buttery vanilla and oak flavour profile. I’ve recommended it to friends who enjoy this style.
With effort, I think the Bread & Butter packaging could have been an exceptional example of minimal design. That just isn’t what the brand is about. Some consumers appreciate a basic, unfettered approach to design. Are you one of them? Let me know in the comments below.
Love minimalism? Check out these examples.
