This fascinating project, brought to us by Ewan Yap, explores how “less is more” within big consumer brands. Ewan created 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 and, at the same time, enhancing the aesthetic value. His series explores how iconic brands can maintain an ever-present influence on the market whilst keeping its design simple and minimal. Looking at his study, it is clear that these big brands can take a leaf out of his book and strive to minimise and refine their identity.