Less is more.

It links with fashion trends, home decor, cars, and even food brands.

The idea of quiet luxury is something that people are really loving right now.

Instead of having in-your-face branding on clothes and packaging, subtly is your new friend.

What is Minimalist Design?

Minimalism is a design philosophy characterised by simplicity, functionality and the elimination of unnecessary elements.

In food packaging, minimalism aims to strip away distractions and present the product in its purest form.

This design approach is about clean lines, white space, and limited colour palettes.

The Power of Simplicity


Minimalist food packaging communicates information clearly and concisely.

It allows people to quickly understand what they are buying.

With minimal distractions, key details like product name, logo, and nutrition information are easily accessible.


Simple designs tend to be more memorable.

When a food product stands out, it has a better chance of making a lasting impression on consumers.

Think about brands like Apple, who have totally used minimalism to their advantage.


Trends in packaging can change rapidly, but minimalist designs have a timeless quality.

They don’t become dated as quickly as more intricate designs do.

A product with more minimalist packaging can maintain its appeal for years.

Universal Appeal

Minimalism has this as it’s not tied to any particular culture or demographic.

A well-executed design can resonate with a wide range of consumers, making it a versatile choice for food brands.

Examples of Effective Packaging


A popular oat milk brand that is known for its minimalistic carton.

The simple logo, limited colour palette and plenty of white space convey purity and naturalness, aligning with the brand’s values.

Pret a Manger:

UK-based sandwich and salad chain uses clean and minimalist packaging for its “grab-and-go” food items.

The focus is on showcasing the food itself, making it look fresh and appetising.

JUST Water:

Founded by Jaden Smith (Will Smith’s son), who wanted to focus on sustainability with his minimalist design.

The limited colours and simple logo convey these brand values and continue his vouch for sustainability and helping to reduce plastic pollution.

Challenges and Considerations

1. Brand Recognition:

Stripping away too many elements can risk obscuring a brand’s identity.

It’s important to strike a balance between minimalism and maintaining a brand’s recognisable features.

2. Information Balance:

Minimalist packaging should still provide essential information like ingredients, nutritional facts and expiration dates.

Try to create a nice split between simplicity and necessity.

3. Competitive Landscape:

In a crowded market, it becomes difficult to stand out with minimalism alone.

Brands must still differentiate themselves enough through product quality, unique selling points and overall branding.


Minimalism done well is super effective.

It’s clean, it’s chic, and it’s timeless.

While challenges will come up every now and then, striking the right balance between minimalism and functionality can be really enticing for customers.

People want transparency and sustainability, so minimalism is in and here to stay.

Why not try it out? Or ask Toast for some help, we can design your packaging goals.

Do you need help with your branding?

If you would like to discuss your branding, logo or identity project, call us on 01295 266644 or complete the form.