We’ve grown up with it as Today’s bread today. That distinctive yellow packaging has guided many of our sub concious visual memory to grab that product off the shelf with its resasurring logo in red. But like Coca Cola and After eights it is the brand name that is the biggest image on the pack. in actual fact the logo typeface is now practically the packaging. This is a wise move as the pack jumps off the shelf and is very visually strong. We will see a lot of packaging move this way instead of the more traditional routs of a visual enticing imagery. The main reason being there is so much visual noise in supermarkets that less is quite simple more.