No Noise de-branded design
at Selfridges

| 11 comments

No Noise de-branded design at Selfridges

Famous brands including Heinz, Marmite and Levi's have produced limited editions of their products with no brand names on the packaging for London department store Selfridges.

No Noise at Selfridges

Top: Heinz No Noise Tomato Ketchup 342ml, £2.99
Above: Heinz No Noise Baked Beans 415g, £1.99

The range of pared-down packaging was created for a new concession in the Selfridges store on Oxford Street called The Quiet Shop, which also stocks a range of minimal fashion, accessories and beauty products.

No Noise de-branded design at Selfridges

Above: Clinique No Noise Dramatically Different Moisturizing Lotion 125ml, £29.50

Products with their names removed include Heinz tomato ketchup, Crème de la Mer moisturiser and Marmite.

No Noise de-branded design at Selfridges

Above: No Noise Marmite 250g, £4.99

"As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place," say the organisers. "In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds."

No Noise de-branded design at Selfridges

Above: Levi's No Noise 501 straight-leg jeans, £115

The No Noise at Selfridges campaign also features a Silence Room where shoppers can take a moment to compose themselves and relaxation pods by meditation company Headspace.

No Noise de-branded design at Selfridges

Above: No Noise Crème de la Mer Limited Edition Moisturising Cream 60ml, £190

We've previously featured minimalist packaging by designers Antrepo, which is included in the Dezeen Book of Ideas. See all our stories about packaging »

No Noise de-branded design at Selfridges

Above: Beats by Dre No Noise studio headphones, £280

Other stories about Selfridges on Dezeen include the recently refitted menswear department and a concession featuring Yayoi Kusama's obsessional polka dot patterns.

No Noise de-branded design at Selfridges

Above: de-branded Selfridges shopping bag

  • Dave Gronlie

    The package says it all.

  • Beatrice

    “As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place,” say the organisers. “In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.

    I’m sorry, but this is everyday PR hypocrisy nonsense. They have done nothing more than successfully re/de-brand marketing. It’s just a little game for today’s magazines.

    The sad thing is the brands with packaging that nobody really knows trying to jump in on these icons of everyday consumerism. A sad reflection on shopping and the evil of consumerism from whichever angle.

    • JTH

      Yes I agree, BUT I WANT THEM ALL! So pretty.

  • http://www.linkedin.com/in/markwiechmann Mark W

    I’m sorry to say but this just doesn’t go far enough.

    Stripping products of their marketing layer doesn’t change the actual quality of the product itself. Selfridges is only concerned with selling more products, this has nothing to do with actually serving a better product.

    Heinz shoots itself in the foot. They just change the label. The label shows a jar which looks way better designed than the tin can they are actually selling you.

  • http://www.luketonge.com Luke Tonge

    Removing the logo does not equal de-branding.

    • Underwhelmed

      I agree. So ridiculous; as if anyone wouldn’t recognize a Heinz ketchup bottle, Clinique bottle, etc based on the shapes alone! Much less when the bottle/content colours and labels left on. GTFOH Selfridges.

  • http://www.lockedowndesign.com John J. Locke

    This effort is not a de-branding, but in fact PROVES that effective branding is more powerful than labels.

  • Mary Anne enriquez

    I have to agree with all that has been said. In fact, by creating these short run “de-branded” items, collectors of packaging will rush to buy them, thus creating more consumer demand. If it wasn’t profitable it would not be done in the first place. Who are they trying to kid here?

    I am all for a less noisy, cluttered world. Lets start by removing all billboards and moving electronic signage from roads and cities. Lets turn down the bright lights in stores. Most of all, I feel that TV watching has become advertising with a little bit of show content sprinkled in, rather then the other way around.

    Nice try marketeers.

  • Robert Hughes

    This concept has been lifted from the artist Peter Atkins. He has been stripping text off logos for years. Hate it when designers plagiarise others work. Have a look at his website and see it for yourself.
    http://peteratkins.com.au/ http://peteratkins.com.au/w/polaroid-project-2011

  • Jenn

    In Australia legislation has just required cigarette companies to effectively debrand cigarettes by making them all army green and naming in one font – will this mean that they are actually cutting edge?

  • http://www.theoadamson.co.uk Theo

    This has all been done before and doesn’t the fact it’s being sold in Selfridges contradict the whole concept?!