“Around this time last year Selfridges produced a limited editions of their products with no brand names on the packaging for London department store Selfridges including famous brands like Heinz, Marmite, Levi’s and more.

We at WPDS believe these products are going to be serious collectors items in the very near future. The experiment has also influenced a lot of packaging and brand design since. Consumer brands are starting to understand the importance of refining their communication on packaging. A recent successful example of this kind of refining is Bulletproof Ritz packaging.”

“The range of pared-down packaging was created for a new concession in the store on Oxford Street called The Quiet Shop, which also stocks a range of minimal fashion, accessories and beauty products. Products with their names removed include Heinz tomato ketchup, Crème de la Mer moisturiser and Marmite.

“As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place,” say the organisers. “In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds.”

The campaign also features a Silence Room where shoppers can take a moment to compose themselves and relaxation pods by meditation company Headspace.

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