I’m a fan of John McCann’s Irish Oatmeal (almost daily, around breakfast time, in fact), especially its packaging. Besides the unique tin can, what draws me in is the controlled use of two colors, black and gold. The type is not even that great but it shows its 150-year history and how it packaging used to be.
The graphic elements are simple and show craftsmanship. The design is not pretentious. No photos, no illustration… it’s pure. It captures the essence of a time where the brand name was second, and the product name is first. The fact that it’s in a tin can helps it stand off the shelf. It communicates ‘utilitiarian’. It’s a commodity with integrity and lasting power.