Milkshake Syrup brief - 1950s packaging research

Having read the Milkshake packaging brief, the logical steps is to become acquainted with how food was branded in the 1950s and in the modern day to gather contextual research into how these products could eventually look.

A theme/style that correlates with all of these food packaging products from the 1950s is illustrative, colourful but almost minimal designs.

The use of demonstrative illustrations is abundant within most of these products. This could be used in relation to how the milkshake syrup must be mixed with milk as part of the sequence to creating this drink.

fig4

Another element that has been noticed from these packaging designs is the fact that characters / creatures which have been personified often take a major roll in the branding of these products.

By contemporary standards, this 1950s packaging for Bassett's Jelly babies [fig4] is strikingly simple but also extraordinarily eye catching. The use of bright colours, endearing characters and a general unisex brand would explain how this product would appeal in a super market situation.

In the contemporary world, this packaging would be seen as vintage and outdated almost especially in comparison to the how the branding has evolved in the modern day. [see below, fig5.]

fig5

One of the major concerns in modern day confectionary as well as snack foods is consuming artificial  sweeteners or E numbers.
[http://www.health.harvard.edu/blog/artificial-sweeteners-sugar-free-but-at-what-cost-201207165030]

These taboo flavouring products have a stigma attached in which they are promoted using bright, vibrant colours to attract children, despite the modern Jelly babies evidently conveying the use of 'Natural colours & flavours' this packing still screams artificial colours and the connection with hyperactivity.

Something that this brand could take note of is the previous [Fig.4]'s less punchy and artificial colour scheme.

In conclusion, the comparison to be made between Jelly babies' vintage packaging and their contemporary one is that in modern supermarkets, bright vibrant colours can be effectively used when appealing to children, but adults and parents often hold the opinion that these products contain artificial flavourings. A middle ground must be found in which the product's packaging appeals to all ages of the target market, but in the same sense conveys healthy values in adverse to additives, E numbers and artificial flavourings.