Date of Award

5-2020

Document Type

Thesis open access

Department

Communication

First Advisor

Jennifer Henderson

Second Advisor

Aaron Delwiche

Abstract

Minimalism has been very popular in the 21st century, finding its way back into art, graphic design, and even becoming a popular lifestyle. While it is a suitable aesthetic for branding certain product categories such as smartphones and skincare, it is not the solution for every design problem. This research explores the use of a maximalist design aesthetic in food packaging and branding. Food, a substance full of life, flavor, and energy reflects many principles of maximalism. This project concludes by examining successes of maximalism in food branding and applies the research to a package redesign of a local food startup in San Antonio, Texas.

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