Branding and packaging can drastically change the perception of a product and even a category. And while branding and packaging can be impactful, some firms have moved away from making an impression in favor of “blanding,” an aesthetic pointed out by Bloomberg where creatives design a simplistic brand identity that feels contemporary but at the cost of any sense of authenticity or differentiation.

The somewhat soothing, no-frills trend was captivating when it first started to appear, but it ultimately created a monotonous world in the packaging design and branding world. Yet, where there are trend followers, there are also rule-breakers, and the brands that reject a homogenous approach can attract some noteworthy shelf-appeal.