Big Brand Theory – A Packaging Design Project by Ewan Yap!

Whether you are a brand conscious person or not, everybody wants to enjoy a chilled can of soft drink on a sunny day. And more than often, you would be found guilty of purchasing the same cold drink of beer over and over again. It may be because of your habit or taste but brand recognition also plays an important role sometimes.

It is true that the stronger the branding of a drink is, the more likely it is to sell in abundance. The consumers will remember it every time they go out to eat or shop. If it’s a famous brand, people would want to associate or make more recommendations for it. Word-of-mouth plays a huge role in the increase of its value in the market.

Eventually the hygiene or the nutritional value of a drink goes into the background when it comes to brand recognition. To maximize the advantage, companies introduce various promotional campaigns to bring their products into the limelight.

Once a brand becomes highly recognized, it is time to test how well it stays in the customers’ minds when the exact identity is missing. See, for example, Ewan Yap’s latest branding project: the Big Brand Theory.

Ewan Yap has taken 16 famous soft drinks and removed most part of their packaging design, reducing it to a few lines or symbols. He has, however, retained the color scheme of each brand to check how well these brands are recognized.

He explains his work in the following words:

“Creating a series of experimental packaging design based on the principle of BIG BRAND THEORY. The main focus is to have each brand’s identity meticulously and uniquely cropped out of the packaging as much as possible yet maintaining it’s integrity and comprehension at the same time enhancing the aesthetic value.”

Let’s, finally, have a look at this most interesting project and see how it’s been carried out by this very talented designer.